Metropark, a Los Angeles-based specialty retailer, has launched a commerce application for Apple’s iPhone and iPod touch.

The Metropark application is a free download. The application features Metropark’s full online inventory.

“Metropark understands that our fashion and tech-savvy customers are continually interested in different ways to shop,” said Renee Bell, chief executive officer of Metropark, Los Angeles.

Metropark is a retailer that combines lifestyle elements of fashion, music and art into its shopping experience. The retailer has sixty-eight stores in regional malls.

Mobility for convenience
Metropark’s product assortment features a mix of contemporary and street fashion apparel and accessories including premium denim, designer tops, bags and belts, jewelry, watches and gifts.

Brands such as Obey, Crash & Burn, Betsey Johnson, Affliction, Monarchy, and premium denim brands such as True Religion, Rock and Republic, Frankie B, MEK and Rock Revival are available on the iPhone application.

The Metropark application lets consumers search by brand, item, product number or name.

Product pages feature multiple photo views, full descriptions and the ability to view the next or previous page with a tap.

Consumers can add items to their shopping bag or to a wish list.

Metropark claims to have the only application that offers consumers full access to a lifestyle look book and brand video.

The application automatically determines a consumer’s current location using the iPhone’s built-in GPS to show them the nearest Metropark store.

There is also a full store locator with directions, store hours and phone numbers.

The application is being promoted in-store, online and on social networking sites such as Twitter and Facebook.

Ms. Bell said that the target demographic for both the application and the store is fashionable and tech-savvy 20-35-year-olds.

Metropark said that it went with an iPhone application as opposed to a mobile site because customer feedback indicated consumers were more interested in an application.

Ms. Bell said that the application was created for consumer convenience.

“We have 68 stores and our customers are always on the go,” Ms. Bell said. “The iPhone app allows Metropark to be wherever our customers are, at their convenience.

“Their phone is an extension of their life,” she said. “We want to be there for them at the touch of their fingertips.”