Mobile
March 3, 2011
By Elizabeth Zelesny
Designer Stella McCartney has placed social media and mobile at the center of its marketing strategy for the brand's spring/summer line of children’s wear.
{"ct":"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","iv":"ee58ad4c8dfbc7eaa96ac67153819982","s":"2493faba253cae8d"}
Share your thoughts. Click here
Great to see another top brand designer enter the mobile App space.
This is a lovely social initiative with the drawing tools for the kids, which I can see it working well, especially on the iPad, and Mums will love it if it keeps their “little darlings” interested for a while.
Stella has also showcased her clothes beautifully using the look book to provide some real life poses and full size imagery, which is all great. However, after delivering this great experience, the ability to then buy, is restricted to account holders only? This can make for a disappointing affair. As an avid provider of mobile commerce myself, its important to give “shoppers” and “mums” the ability to get what they want easily. This App is great for the kids, for mums its all show and no go. My question is why stop short when they were doing so well?