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Gap makes shopping more social with iPad app

By
April 12, 2010

gap-1969Gap Inc. has launched a commerce-enabled iPad application to create a more social shopping experience for consumers.

The company created the application to entertain and inspire consumers. Additionally, the application lets consumers shop Gap products anytime and anywhere.

“Social media is important to Gap – we want to be where our customers are,” said Daniel Rubin, spokesman at Gap, San Francisco.

Gap is an American clothing and accessories retailer based in San Francisco, and founded in 1969 by Donald and Doris Fisher. The company, which operates 3,465 stores worldwide, has five primary brands: the namesake Gap banner, Banana Republic, Old Navy, Piperlime and Athleta.

AKQA developed the application for Gap.

Denim application
The introduction of the iPad is changing the way that consumers shop, consume mobile content and engage with the mobile Web.

To make the mobile shopping experience truly integrated, all content on the appication is tagged to make it easy to buy the specific Gap item featured or share it with friends. Users can also locate the closest Gap store using the geo-locater. 

The 1969 Stream application leverages the iPad platform to entertain and engage as well as make it easy to shop and share.

gap-jeans1

Additionally, the application allows for a two-way conversation between the brand and users. Features include a store geo-locator, shopping on the go and iPad-exclusive content.

The iPad application also features pointers from Gap designers, videos, celebrity photos and exclusive content from musicians and fashion insiders.

For example, the application features a music video from Truth & Salvage Co. called “Them Jeans,” as well as a video featuring Project Runway’s Jay Sario outfitting people in the latest Gap denim looks.

gap-project

The application features photos of celebrities in Gap, recent press coverage and Twitter feeds from Patrick Robinson.

The company believes that the iPad’s unique features help bring the Gap brand to life within the application.

The application’s aim is to inspire consumers with the latest ideas in denim. Most important,  Gap hopes to encourage consumers to buy clothing and accessories through the application.

The application is social, allowing users to discover and share content like videos, photos or their favorite new Gap look.

Previous mobile ideas
Gap is not new to the mobile space.

In December, Gap began serving exclusive mobile coupons in the Yowza application.
Consumers were able to get 15 percent off of a purchase of $75 or more at Gap Outlets (see story).

In November, Intuapp’s “Gap app” was selected as the grand prize winner from more than 400 entries based on its clean interface, mobile commerce capability and interactive “Guess the Price” game (see story).

The iPad application is Gap’s first move into the mobile commerce space on the iPad platform.

“You can buy Gap items on the app,” Mr. Rubin said. “It socializes the shopping experience by making it easy to shop and share.”

Courtney Muir contributed reporting to this story

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Giselle Tsirulnik is senior editor at Mobile Commerce Daily and Mobile Marketer. Reach her at giselle@mobilemarketer.com.

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