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Teen Vogue launches shopping app to drive consumers in-storeBy
Condé Nast’s Teen Vogue is letting consumers create their own lookbooks and buy items recommended by the publication via a new application.
The application was designed to give readers a glimpse inside the closets of the magazine editors. Consumers can scroll through clothing and accessories, chosen by the editors, find pricing details and buying information and even click-to-buy where available on the mobile device.
“The strategy behind the launch of the Teen Vogue Haute Spot app is to extend the brand in a way that reaches our key audience of fashion-forward, digitally savvy young women,” said Laura McEwen, vice president and publisher of Teen Vogue, New York.
“Furthermore, we want to reach them with new, original, exclusive content – not simply repurpose the magazine,” she said. “The Haute Spot app was designed to be a fun, engaging experience for girls to integrate two of their favorite passions – their mobile phone and their love for shopping.”
Teen Vogue, which positions itself as the fashion bible for teens, is a magazine about fashion and beauty news. The magazine publishes 10 issues a year and has a guaranteed circulation of 1 million.
One Haute app
Teen Vogue calls the application a social mobile shopping experience because it blends two primary passions in a young woman’s life, her mobile device and her love of shopping with friends.
In the section of the application labeled The Closet, consumers can view pieces divided into seasonal trend closets. The winter section includes the trends Little Lady, Tomboy Prep, ‘80s Party Girl, Grunge Cool and a closet of Classics representing the season’s essential pieces.
Each clothing item is selected by the magazine’s fashion editors and shot exclusively for the application.
There are 20-to-30 items in each trend section. They will be refreshed seasonally, enhanced with beauty tips to help complete the look.
Each item features where-to-buy and pricing information and a shopping cart link if it is available to buy online.
The My Closet section invites consumers to become their own fashion editor by creating and publishing personalized lookbooks within the application.
Consumers can mix and match editors’ picks from The Closet with images of their own fashion favorites from their iPhone or iPod touch.
After uploading their photos, consumers can give their lookbooks a unique name and description, mimicking the experience of how a magazine editor creates a fashion story.
The Community section lets consumers connect with each other by browsing and sharing their lookbooks. A photo reel titled “On The Street” includes user-uploaded fashion photos.
The applications My Friends section lets consumers engage in social mobile shopping by sharing items or entire lookbooks via Facebook.
Teen Vogue created an Haute Spot Facebook application to let consumers interact with the application’s content without an iPhone or iPod touch.
The new application was inspired by Teen Vogue Haute Spot, the magazine’s seasonal retail store and designed by the interactive development agency FOUR32c.
Teen Vogue is offering integrated and exclusive advertising opportunities within the application.
The application launched with support from Nike, Coach and Volcom.
Diesel, Guess Watches, Vogue Eyewear and L.e.i. have committed for 2010.
The application also lets users subscribe to the publication and find details on the latest Teen Vogue Haute Spot retail concept store.
Social mobile shopping
Teen Vogue is targeting fashion-focused millennials, young women between the ages of 14-29.
The applications is being promoted via ads in Teen Vogue, as well as other Condé Nast publications, at http://www.Teenvogue.com, via Facebook, mobile advertisements, at Haute Spot stores and through the magazine’s “It Girl” reader panel, which consists of 120,000 young women who serve as ambassadors of the brand and through which Teen Vogue seeds projects first.
Ms. McEwen said taking the Teen Vogue brand mobile is taking it and putting it directly into the hands of its key audience.
“The mobile phone is a lifeline for any teenager, and now she’s able to access the Teen Vogue Haute Spot app anytime she’s looking for a little fashion inspiration,” Ms. McEwen said. “We know that two of the primary passions in the lives of Teen Vogue readers are her mobile device and her love for shopping with friends.
“The Haute Spot app blends the two by enabling young women to purchase items from The Closet and then share her looks with friends,” she said. “The new app was inspired by Teen Vogue’s Haute Spot, the magazine’s successful seasonal retail destination, and is meant to bring this concept to life.
“The challenge, therefore, was scale – bringing the Haute Spot store to life without rebuilding it everywhere. The app is the perfect solution.”
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