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Zegna enhances customer contact via live-streaming fashion show appBy Kayla Hutzler
Italian label Ermenegildo Zegna is continuing its efforts in new technology with its latest iPad and iPhone mobile application that will live-stream fashion shows and accept immediate mobile transactions.
The Zegna Live app will feature branded fashion shows each season and reveal backstage secrets and behind-the-scenes details. The app is part of Zegna’s goal for 2012 of increasing its digital offering and displaying a strong social media-forward strategy.
“With Zegna already out with their 3D version of their In-Store app, here comes another successful venture with their Zegna Live App with a totally different concept,” said Doo Kim, marketing and advertising executive at Appitalism, New York.
“By bringing together the process of purchasing and participating even before the clothes hit the stores is a clever incentive to lure their fanbase into downloading and actually utilizing this app,” she said.
Ms. Kim is not affiliated with Zegna, but agreeed to comment as a third-party expert.
Zegna was not able to respond by press deadline.
When ya Zegna
With Zegna Live, brand enthusiasts will be able to watch a live-stream of all Zegna’s future fashion shows, starting with the brand’s autumn/winter 2012 fashion show Jan. 14.
In the hours before and after the show, app users will receive a special sneak-peek of the atmosphere behind the runway as the show is prepared and view a to-the-second countdown clock.
Additionally, the app will feature detailed images and text for each look presented in the runway show.
Zegna will also be offering a unique commerce feature through the app that will let consumers buy a select number of runway items immediately after the show.
This immediate-purchase will also be made available for a limited-time in the brand’s ecommerce store.
The orders will be processed and shipped immediately following the runway show, per Zegna.
Additionally, the Zegna Live app will feature a “join” function in which mobile users can connect the app to their Facebook account and share their activities and runway looks with friends.
After the fashion show season is over, Zegna will update the app with videos from other branded events.
Furthermore, Zegna will continue to update the content and details regarding product information and will allow mobile users to connect to the ecommerce store.
Streaming for attention
This is not Zegna’s first venture into mobile.
The brand released the Zegna In_Store mobile app simultaneously with the virtual flagship Web site, found at http://www.zegna.com.
Indeed, other marketers are using mobile to live-stream runway shows.
For example, Hugo Boss live-streamed its latest runway collection via its blog in July for iPad and iPhone users (see story).
Furthermore, Ralph Lauren used its solo sponsorship in the New York Times iPad app to live-stream its show during Fashion Week in September (see story).
Consumers who watch the show feel as if they have a front-row seat in an intimate brand experience, building label loyalty.
“The Zegna live-streaming app will stand to be successful in the long run if they keep it as an exclusive option for their audience members who have downloaded the app – that is, if you’re not on the list, you’re missing out,” Ms. Kim said.
“Being able to catch up with live television or out-of-market broadcasts when not near a TV is a great option for iPad and iPhone users to have,” she said. “The Zegna Live App allows a brand to really create a distinct presence and personality online and in-store to their mass audience.”
Kayla Hutzler, editorial assistant on Luxury Daily, New York
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