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Stella McCartney highlights brand, familial values with app update

July 28, 2011

Stella McCartney's spring campaign

British designer Stella McCartney is adding personality and familial presence by updating its iPad application to highlight images, photos and videos from its new campaign.

The launch of the updated app was announced alongside the expansion of the designer’s ecommerce site that will now include 30 countries worldwide. Stella McCartney released the original iPad app in December 2010.

“It’s extremely important for an app to update regularly in order to keep users happy and engaged,” said Laura Woolston, marketing manager at Mobclix, Palo Alto, CA.

“If a user downloads an app and then never receives communication or new features, they immediately write it off as not important,” she said.

“It is even more important for retailers to constantly refresh content due to seasonality changes, which is a huge driver for new product lines.”

Stella McCartney did not respond by press deadline.

Ms. Woolston is not affiliated with Stella McCartney, but agreed to comment as a third-party expert.

Gala time
The updated iPad app contains more content than the first version, as well as additional photos.

One feature of the app is a gallery image, entitled “Linda McCartney, a life in photographs,” that contains photos hand-selected by the designer.

The remainder of the images can be found in the recently-released Taschen book about Linda McCartney, who is Stella McCartney’s mother.

Consumers who want to know more about the images can also watch a video of the McCartney family talking about Linda McCartney on the branded Web site.

Stella McCartney spreads the news via Facebook

In addition, the updated app allows consumers to view a behind the scenes video documentary of Team GB Olympiads, for whom Ms. McCartney has designed uniforms through a partnership with Adidas.

The iPad app features a lot of behind-the-scenes footage.

For example, there is a glimpse backstage at the brand’s Winter 2011 show from Paris.

In addition, consumers can see a sneak preview of the Spring 2012 collection that will be presented in New York this summer.

To engage all fashion fans, not just followers of the brand, Stella McCartney has also included a video of the making of this year’s Met Gala dresses.

Consumers can also browse products on the iPad app.

Shoppers will be able to buy directly through the app in September, per the brand.

Stellar work
Stella McCartney is spreading the word about the new app through social media outlets such as Facebook and Twitter.

Along with the new app, the designer has also announced the expansion of its ecommerce store, which was previously available to only U.S. and Britain consumers, to include 28 additional countries including Australia, Belgium, Portugal and Poland.

Stella McCartney is now available in 30 countries

The new ecommerce portion of the site aims to enhance the digital retail experience with improved customer interaction and unique retail functions, per the brand.

Shoppers can now reserve items in their local bricks-and-mortar locations through the Web site or order the products online and receive free shipping and returns.

Consumers can also schedule appointments with personal shoppers in Stella McCartney stores on the site.

Stella McCartney also unveiled the latest ad campaign featuring model Natalia Vodianova on the site today.

This is likely a smart move given the increased amount of traffic that the http://www.stellamccartney.com site will receive due to the new announcements.

The behind-the-scenes glimpses on the iPad app will most likely drive people to the Web site and vice versa.

“The ‘behind-the-scenes’ look at the ad campaign is a great way to connect with the consumer on multiple platforms,” Ms. Woolston said.

“A consumer can be watching the ad campaign on TV or in a magazine and at the same time get an inside look at how it was made,” she said.

The interactive features and insider views are what set the stage for this app to be successful, per Ms. Woolston.

“Interactive multimedia components allow consumers to connect with the brand on a whole new level,” Ms. Woolston said.

“For many consumers, this is the only opportunity for them to feel part of the brand and get an inside look, especially getting them close to an actual fashion show,” she said.

Final Take
Rachel Lamb, associate reporter on Luxury Daily, New York

Kayla Hutzler is an editorial assistant on Luxury Daily. Her beats are automotive, consumer electronics, consumer packaged goods, financial services, media/publishing, software and technology, telecommunications, travel and hospitality, real estate, retail and sports. Reach her at kayla@napean.com.