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":"f3a8dc1f0a1641422a100b9bab1db08a","s":"d6169e6545fd275f"}
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?