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Mobile is a wrap for Diane von FurstenbergBy
Fashion designer Diane von Furstenberg has entered the mobile arena with an iPhone application that promises a transactional and rich-media experience similar to its wired Web presence.
Tigerspike created the application that lets consumers view collections, videos, store locations, music and exclusive products. Most importantly, consumers can buy products from the application.
“Mobile has become such an important piece of our business because more and more customers are interacting with DVF not just online, but directly from their mobile devices,” said Meredith Fisher, digital media director of Diane von Furstenberg, New York.
“People are researching products, viewing images and shopping from their phones, so we want to make sure that we are there with them and that we can give them the best mobile experience,” she said.
In addition to its signature Wrap dress, Diane von Furstenberg offers a full line of eyewear, footwear, luggage, handbags, swimwear, ready-to-wear, jewelry, watches, fragrances and rugs.
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This will be the first phase for the Diane von Furstenberg application with more exclusive commerce experiences and content to come.
“We will be rolling out more ecommerce options for people to actually shop directly from the app as well as other exclusive items and DVF content,” Ms. Fisher said.
Application users get access to images of runway shows of the most recent collections by scrolling through photos with the swipe of a finger.
Also included in the application is a store finder feature that uses the consumer’s current location to pinpoint the stores that are closest to them.
Users can turn the iPhone horizontally to view the newest collection in fashion and eyewear. The experience includes rich-media graphics and music.
Fans can buy application-exclusive products such as “Kiss My Phone,” a hot pink mobile cover featuring bright red lips, and the Diane von Furstenberg insignia for $20.
The brand’s Jeanne Wrap Dress with Diane von Furstenberg was created specifically to celebrate the launch of the application and can be bought within it for $325.
The “Benefit Vital Voices” album is also available only via the application.
“We want [the application] to be a place where people can learn about the brand and some of the initiatives we are doing, like the Proud to be Woman CD they can download to benefit Vital Voices,” Ms. Fisher said.
The most appealing feature of the application is the ability to shop and buy instantly.
Consumers can browse for the looks they love via click-to-call feature, connecting potential customers with the brand’s customer service representatives. This eliminates any worry about clicking on something accidently and charging it to one’s account.
Here is a screen grab of the application:
To receive updates on the latest Diane von Furstenberg news, application users can register to become interactive members of the virtual studio.
The virtual studio pulls information from the brand’s Twitter account and serves tweets within the application.
“We want to give people access to the world of DVF on the go [via] images, products and also where we are,” Ms. Fisher said. “We also asked our Facebook fans what they wanted and everyone wanted to have a GPS store locater as well as more DVF news.
“So we have a direct link to Diane’s Twitter feed so people can follow her all the time,” she said.
Mobile is an extremely important piece of any luxury brand’s strategy, as Marcus Startzel, senior vice president of sales for mobile ad network Millennial Media explained. Diane von Furstenberg is not a Millennial Media client.
“For a luxury brand, having a mobile presence is vital,” Mr. Startzel said from Baltimore, MD. “Mobile gives DVF the opportunity to reach a new consumer base, making brand preference decisions every day.
“We’ve seen many luxury brands – Stella McCartney, Jaguar, Porsche and Armani – active in mobile, and for DVF to stay connected with the right influencers and buyers, mobile is a must,” he said. “It is a must, but not as a standalone.
“Mobile is a channel that can amplify the effects of all other integrated channels through the personal connections a brand can drive through a mobile device.”
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