iPhone Applications & Luxury Brands
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iPhone Applications & Luxury Brands - Presentation Transcript
- iPhone applications & Luxury brands Copyright IC-Agency 2009 Updated with Luxury Insiders’ View (October 2009)
- Index
- Introduction & iPhone stats
- Applications Watchmaking Fashion
- Podcasts iPhone website
- Key Findings
- The Insiders’ View – New!
- Introduction & Stats
- Since its launch in 2007, the iPhone has become the phone of all superlatives:
- 30 million devices sold
- (Steve Jobs, September 2009)
- More than 2 billion applications downloaded
- ( http:// www.appleinsider.com , September 2009)
- 8% of the revenues generated by mobile phones sales, 32% of operational profits
- (Bernstein Research, août 2009)
- 50% of mobile traffic generated on websites in the United States
- (AdMob, 2009)
- But is it still a phone?
- Introduction & Stats
- Apps analyzed
- Mini Sites
- Mercedes-Benz – C63 AMG
- Home Page
- Home Page
- Breitling – Chronomat B01
- Christian Dior – Chiffre Rouge
- Home Page
- Rado
- Home Page
- Van Cleef & Arpels
- Van Cleef & Arpels
- Home Page
- Bell & Ross – Radio Nova
- Home Page
- David Yurman - Timepieces
- Home Page
- DeWitt
- Home Page
- Victorinox Swiss Army
- Home Page
- Glycin – Airman Clock
- Stowa
- Home Page
- Kienzle – N°4
- Frontside
- Sarpaneva – Black Moon
- New Moon
- Jaeger-LeCoultre
- Home
- Style.com
- Lacoste - RED
- Home Page
- D&G – Fashion Channel Winter 2010
- Home Page
- Chanel – Prêt-à-porter Cruise 2009/10
- Home Page
- Ralph Lauren
- Home Page
- Piaget – Polo Forty Five
- Home Page
- Gucci
- Net-A-Porter.com
- Home Page
- Myprestigium.com
- Home Page
- Louis Vuitton – Precious Cargo
- Mercedes-Benz - Quartet
- Home Page
- HHGame
- Christian Dior – The Lady Noire Affair
- Home Page
- HHMagazine
- Podcasts
- Podcasts
- iPhone websites
- Jean-Paul Gaultier – Fleur du Male
- Key findings
- A large majority of the applications reviewed belong to the “mini-site” category (24 out of 30).
- The global trend is one of elegance and simplicity, a choice fitting the specificities of the device (less display space and less power than on a computer).
- Almost all the mini-sites aim at presenting a product or a collection. For Chanel and Ralph Lauren, this comes as fashion shows presentation
- Exceptions are Docle Gabana and Jaeger-LeCoultre (presenting, if not all, at least many of their collections) and the FHH news app.
- Key findings
- Almost all of the mini-sites have a « retailers/store » section, the only exception being Mercedes and Dior. This comes as a reminder that these applications do have some commercial intent.
- Video isn’t widely spread yet: it is more often found as a podcast, a domain in which Mercedes is particularly active.
- Only Dior offers an application exclusively based on video. Here again, the aim is to present a product.
- Some brands try to generate customers’ commitment through their application. It is done through newsletters (Breitling, Victorinox, Sowa), watch customization (Breitling, Bell & Ross) or the very unique Jaeger watch school.
- Key findings
- Dior is the only brand to present its product within a specific universe, offering various features related to the maritime and diving worlds.
- While a majority of applications is only available in English and/or French, Breitling offers 8 different languages and Louis Vuitton only offers its application in Japanese.
- Online boutiques seem to be the only applications whose shelf time may potentially last. It is likely that the interest of « product presentation » type applications or games decreases quickly.
- Luxury Insiders’ View
- For a better understanding of the phenomenon, we asked several luxury and watchmaking professionals, analysts, bloggers and journalists to answer the following questions :
- - What should brands take into account before launching an application?
- - According to you, what are the best practices in that field?
- - What can brands concretely expect from it?
- What is your futurology? Which evolutions do you see in the near future?
- We were delighted with the quality of the in-depth editorial analysis we received, namely from the following influencers:
- Helene Le Blanc, TheLuxeChronicles.com
- Meehna Goldsmith, U.S. correspondent for Haute Horlogerie Magazine
- Diana Leszczynski, WebandLuxe.com
- Ariel Adams, aBlogtoRead.com
- Robert-Jan Broer, FratelloWatches.com
- Louis Nardin, Worldtempus.com
- Luxury Insiders’ View
- Extracts from an article by Helene Le Blanc, The Luxe Chronicles: “ Luxury Brands' Passionate Embrace of the iPhone ” (October 21, 2009)
- “ Unless a brand knows exactly why they're launching an application and what precisely they're hoping to achieve with it, they should abstain.”
- “ Relevance and added value for the user are probably the most important factors to consider”
- “ Two best recent iPhone app launches in the luxury industry are Van Cleef & Arpels' "Une journée à Paris " app and Net-A-Porter's "NetApp". Each brand is pursuing a different goal (one to market, the other to add purchasing opportunities for its clients) but both are relevant to their brand or product and both add value for the user.”
- “ Brands expectations depend form the functionality of their application: To reinforce the marketing message? Heighten brand awareness? Extend customer reach? etc.”
- “ I also expect to see more "subversive" brands use Internet technology to change the established order of things.”
- Luxury Insiders’ View
- Extracts of answers by Meehna Goldsmith, Timepiece Specialist, U.S. correspondent for HH Magazine, www.dimensionsintime.net
- “ Brands must consider how they want to be perceived and think very carefully about the utility and presence of the application. What image and message do they want to communicate, and does this application fit into their overall brand representation.”
- “ Applications should fall into at least one of the three categories of providing useful information, entertainment, and utility in order to have the most traction and staying power.”
- “ If the brands build apps that are useful and/or have a cool factor that goes beyond a few times of using it, then the application can be another form of viral marketing, reaching new customers and giving existing customers a connection and story to tell about their watch.”
- “ In future, for an app to stand out and have traction, it must go beyond the obvious. Remember, haute horlogerie is expensive, exclusive and discerning; the apps the brands build must reflect the same thought.”
- Luxury Insiders’ View
- Extracts from an article (in French) by Diana Leszczynski, Web&Luxe :
- « De l’avenue Montaigne à l’ Itunes Store: la conquête de l’iPhone par les Grandes Maisons de luxe » (October 12, 2009)
- “ Les marques tentent de profiter au maximum des opportunités de communication de ce nouveau canal. L’application iPhone leur permet d’élargir leur cible et de fidéliser leurs clients via les vieilles ficelles du marketing tribal. ”
- “ il convient de retenir que les marques sont de plus en plus présente sur le téléphone tactile le plus célèbre aumonde et que les applications qu’elles développent sont de plus en plus originales et créatives. Toutefois, s’il est vrai qu’on ne peut nier que les marques de luxe, se sont approprié ce nouveau média qu’est l’iPhone, il n’en demeure pas moins qu’elle tiennent à y faire respecter leurs droits. ”
- Luxury Insiders’ View
- Extracts from an article by Ariel Adams, aBlogtoRead: “ How Watch Makers Can Best Utilize iPhone And Other Mobile Apps” (October 20, 2009)
- - What brands should take into account before launching an application ?
- “ The entire application should be planned and worked-out before starting work on anything. Otherwise brands will be disappointed with the results”
- “ Figure out whether or not an application is right for a company”
- “ This is a second face for a company, and brands need to evaluate whether they have what it takes to make this face look good enough to highly discriminating consumers.”
- “ Any software application is an ongoing commitment, If a brand isn't able to keep their website up to date with good information, they surely aren't going to be able to handle an iPhone app.”
- Luxury Insiders’ View
- Extracts from an article by Ariel Adams, aBlogtoRead: “ How Watch Makers Can Best Utilize iPhone And Other Mobile Apps” (October 20, 2009)
- Any best practices when making a mobile phone application?
- “ Involve functions such as real-time inventory tracking (allowing a user to discover what models a nearby store has), checking out how watch functions work (virtual watches), or involve certain social networking functions (such as group voting on watch designs or wish lists that are accessible to the community).
- What watch brands can concretely expect from these applications?
- “ If the company can make a good iPhone app, the perception is that they can make a good watch as well (the opposite is also true).”
- “ Branding related effects from iPhone apps can take years, but sometimes only a little boost in brand perception is all anyone needs to make a purchase decision at some point. “
- “ If a company allows for some manner of commerce or sales via or through the app, the success of which will totally depend on how well such functionality is integrated, not its mere existence.”
- Luxury Insiders’ View
- Extracts from an article by Ariel Adams, aBlogtoRead: “ How Watch Makers Can Best Utilize iPhone And Other Mobile Apps” (October 20, 2009)
- What is your futurology? Which evolutions do you see in the near future?
- “ Downloadable content for mobile devices is here to stay, and will only become more popular.”
- “ If a watch company does not wish to embrace the Internet as a powerful sales and marketing tool, then they can forget getting much use out of an iPhone application.”
- “ The future will provide methods to make iPhone applications, brand websites, Facebook, and other marketing and branding (not to mention sales) tools work together.”
- “ Many phones other than just the iPhone will have applications that can be wirelessly downloaded.”
- “ Something simple that works is far more important than failed ambition, and what watch companies need to embrace is what makes sense, not just what looks cool.”
- Luxury Insiders’ View
- Extracts from an article by Robert-Jan Broer, Fratellowatches: “ World Watch Report’s Research on iPhone Applications” (October 21, 2009)
- What should brands take into account before launching an application?
- “ Simplicity/useability, clear goal & target audience.”
- According to you, what are the best practices in that field?
- “ To appoint a pilot team that is representative for their target audience, be part of the prototyping lifecycle of the application. This will not only phase out bugs/errors, but will also give the designers great feedback on useability, functionality and performance.”
- What is your futurology? Which evolutions do you see in the near future?
- “ Platform independent applications that will enable users to have the latest information on the brand, connect to other enthusiasts of the brand (social networking) through the application and have brand videos pushed to the iPhone (or whatever hardware platform used) on demand.”
- Luxury Insiders’ View
- Extracts of answers by Louis Nardin, Worldtempus: Read also “IPHONE - An ever more powerful magnet for watch brands” (October 11, 2009)
- What should brands take into account before launching an application?
- “ They should take into account which relation the brand wants to have with the customer. And this relation depends directly of the identity of the brand. Hublot doesn’t communicate the same way as Patek Philippe. Their applications must reflect this. So, about Hublot, for example, we could wait for a very technical, easy to use and fun application. For Patek Philippe, the application could maybe be very simple, and just giving the taste to enter in one of their shops. To sum up, the application must be coherent with the brand dna, its customers profile and their place and status among the watch brands.”
- According to you, what are the best practices in that field? What can brands concretely expect from it?
- “ In the end, a luxury brand will be able to release/introduce a proper working application that is tried & tested by a representative team for their luxury products.”
- Luxury Insiders’ View
- Extracts of answers by Louis Nardin, Worldtempus: Read also “ IPHONE - An ever more powerful magnet for watch brands” (October 11, 2009)
- According to you, what are the best practices in that field?
- “ The application is everything but not an online an practical catalogue. It must be a gate to the brand’s universe. It must offer a digital experiment by offering links to websites that the people of the brand, and their customers, like – like for sport, leisure, art, etc.. It can also offer specific plays – just think about the Jaeger-LeCoultre construction play. For Breitling for example, it would be perfect to reach special websites talking about vintage airplanes.”
- What can brands concretely expect from it?
- “ The application helps to create the “universe” of the brand. It helps to offer plenty of “contact points” between the consumer’s life and the brand. Consulting and playing with an application must be an experience more like a travel than a quest for infos – this must also be included, but on a second plan.”
- Luxury Insiders’ View
- Extracts of answers by Louis Nardin, Worldtempus: Read also “ IPHONE - An ever more powerful magnet for watch brands” (October 11, 2009)
- What is your futurology? Which evolutions do you see in the near future?
- “ Like Linde Wederlin that publishes special guides. They invented watches on which you can plug a digital instrument with specific functions. You’ve one for the “mountain” sports and an other for the nautical ones. The brand didn’t stop just offering these watches. It also published specific and exclusive travel books for each of these activities. That way the brand “helps” the customer saying: “you’ve the watch, but I can give you more. Look at what people that also wear your watch do.” In the future, I don’t want to know what a JLC watch is – I’ve just to go to the shop. I want to know what JLC people and amateurs finds cool and nice.”
- To sum up
- To sum up
- Whatever these expectations are, opportunities for the brands are real:
- Loyalty, by offering the brand experience anywhere and anytime
- New products promotion
- Geolocation to push the closest selling points
- The online sales opportunity still has to be proven, especially considering the fact that buying from an iPhone (i.e. through a wireless connexion) may not offer the best security guarantee.
- An alternative could be to offer iPhone users the exclusive possibility to put aside new products before they are launched, even if the proportion of iPhone users able to buy this kind of products remains small.
- To sum up
- Finally, it may be worthwhile for the brands to monitor how they are used within these applications.
- Thus, Cartier recently had an application removed from the App Store. This application called «Fake Watch Gold Edition » allowed its users to get the time by looking at counterfeited watch models.
- Although this may not look like a big deal, it still reminds that vigilance is required as soon as the devices involved reach this kind of popularity.
- Created in 2000, IC-Agency is a leader in luxury digital marketing. IC-Agency provides its clients with services such as Analysis, Promotion, Optimization and Protection for their brands, products and services. We use our unique expertise in « high-net-worth » online behavior to increase our clients' Internet competitiveness. Among IC-Agency’s clients are many independent luxury brands as well as brands belonging to groups such as Swatch, Richemont, LVMH and PPR/Gucci. www.ic-agency.com www.worldwatchreport.com Who are we?
- Contact IC-Agency Luxury Digital Marketing T +41 (0)22 702 07 64 F +41 (0)22 702 07 69 [email_address] 7, avenue Krieg CH – 1208 Genève www.ic-agency.com
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