Mobile
March 3, 2011
By Elizabeth Zelesny
Designer Stella McCartney has placed social media and mobile at the center of its marketing strategy for the brand's spring/summer line of children’s wear.
{"ct":"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","iv":"841c3de8c789a98aa6758f02a2edba10","s":"d44365a4b634c4ed"}
Share your thoughts. Click here
Great to see another top brand designer enter the mobile App space.
This is a lovely social initiative with the drawing tools for the kids, which I can see it working well, especially on the iPad, and Mums will love it if it keeps their “little darlings” interested for a while.
Stella has also showcased her clothes beautifully using the look book to provide some real life poses and full size imagery, which is all great. However, after delivering this great experience, the ability to then buy, is restricted to account holders only? This can make for a disappointing affair. As an avid provider of mobile commerce myself, its important to give “shoppers” and “mums” the ability to get what they want easily. This App is great for the kids, for mums its all show and no go. My question is why stop short when they were doing so well?