December 29, 2010
There is no doubt that 2010 was the year of mobile for luxury brands, and applications were a huge part of this.
Whether these applications served as glorified product catalogs for larger purchases like cars or another form of commerce for retail brands, these applications were beautiful, functional and helped improve a brand's marketing strategy.
Here are the top 10 luxury branded applications, in no particular order:
1. Gilt On-the-Go - This application for iPhone features daily designer sales with real-time alerts. It is also commerce-enabled which allows users to shop anywhere, anytime. Gilt Groupe's Web site is invite-only, but a download of this application gives an automatic membership to the brand.
2. Mulberry - The commerce-enabled application allows its users to shop runway looks, and tapping on an article of clothing leads them to the product's individual page where the user can learn more information, browse color selection and put it in a shopping cart. There is also a GPS-based store locator. The application is available for iPhone and iPad.
3. Tod's My Life is in this Bag -This application profiles the lives of six women who use Tod's bags, and in doing so personalizes the application for its target audience. The user can look at Tod's bag collections and accessories and look for nearby realtors. The application is available on iPad. It also has social media functionality.
4. Hublot - The users of this watch application can look at models from 360-degrees and can use their camera on their iPhone to take a picture of their wrist to model scaled-down versions of Hublot timepieces. The application can be used to search for the perfect model, and also enables the user to pick and choose different parts of the watch to build their own. There is also a GPS-based store locator.
5. Mandarin Oriental - This application allows affluent travelers to book stays at the hotel chain from the convenience of their iPhones. Visitors can explore each hotel, book reservations and learn about all of the amenities including spas, restaurants and activities.
6. Net-A-Porter Magazine - Net-A-Porter's iPad version features weekly updates with new editorial content, retail and videos. New content is added to entice consumers and allows them to share all content via social media networks and email. Users can shop from the application and put items into their wish lists, which can be sent to friends and family.
7. Neiman Marcus Editions - Easily one of the most functional applications, NM Editions features all Neiman Marcus catalogs and holiday editions, which the user can directly shop from with just a tap, and also has access to NeimanMarcus.com. The application is easy to navigate through and features large, colorful images to intricately look at products. Available on iPad.
8. Gucci - The luxury brand's application is a must-have for the Italian fashion house's fans. There are behind-the-scene videos with Gucci's Creative Director, images from runway shows and social media functionality. The Little Black Book feature is a city-guide to 33 international destinations and a child-friendly section with coloring and virtual dress-up. There is also a music section with seasonally updated playlists and songs. The application is available for iPhone and iPad.
9. BMW Magazine - This application is constantly updated - there are two versions so far, May and October - to keep users up-to-date with the latest brand news and models and shows relevant articles from around the world. The application keeps it interesting with interactive games, extensive video clips and stories and keeps it functional with service options and dealership locators. The application is available for the iPad.
10. David Yurman Timepieces - This iPhone application shows enough product detail and life-sized features that consumers will be tempted to order from their phones - which the application actually enables them do to. Just a tap connects the user with a David Yurman personal shopper, DavidYurman.com or a David Yurman boutique locator. Each timepiece syncs the time and date with each iPhone and allows the users to watch videos, browse models and email friends and family content.