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":"c7f8ee3269012461304faa6ebd2cc941","s":"389159f1f75c8224"}
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?