Mobile Apps for the Fashion Industry

Mobile Apps for the Fashion Industry
Marketing Research - Excerpt
June, 2015
How Brands Can Use Mobile to Influence Consumers’ Shopping Habits

June 2015
2
© Fashionbi - All rights Reserved
1. Key Stats on the Mobile and Tablet Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
2. Mobile Shopping . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
3. Mobile Application Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
3.1 Mass Market Segment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
3.2 Premium Market Segment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
3.3 Luxury Jewellery and Watches . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
3.4 Activewear Market Segment. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
3.5 Beauty Market Segment. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48
4. Augmented Reality Applications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57
Index

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3
1. Key Stats on the Mobile and Tablet Usage

June 2015
4
Number of Global Users (Millions)
1600
1400
1200
1000
800
0
2009 2010 2011 2012 2013 2014
600
2015
1800
2000
Desktop
Mobile
Mobile usage is continiously growing. Today the majority of digital
information is consumed via mobile devices (smartphones and tablets).
Together with the increase in the number of users, the mobile internet
revenue and mCommerce are also growing, approximate sales via
mCommerce by 2017 will be equal to $500 billion. Asia will account
almost 50% of global mCommerce.
Nowadays, the market of consumers apps mostly consists of gaming
applications (74% out of the total apps market), the specialists forecast
an increase of the non-gaming apps with the share of 51% by 2017.

June 2015
6
Market of tablets shows an yearly growth; from 2014 to 2015 the number of global users increased by 17% and are expected to
surpass one billion by the end of 2015. However, the new tablet users won’t show double digits growth rate like in the past; today,
tablets have a big competition against phablets (a smartphone-tablet hybrid).
source www.eMarketer.com
Top Countries 2014 2015 2016 2017 2018
China 281.4 328.3 370.5 405.7 435.5
US 147.1 156.0 162.7 167.8 172.6
India 32.3 40.4 47.1 54.0 60.2
UK 29.6 32.2 34.5 36.8 38.4
Brazil 28.2 34.7 41.3 45.6 48.1
Germany 27.4 30.7 33.7 36.1 38.0
Russia 25.4 29.0 32.1 34.5 36.8
Japan 24.6 29.5 33.7 36.7 39.0
Indonesia 24.6 32.1 37.8 42.8 47.9
France 22.6 25.5 27.6 29.6 31.1
Tablet Users Worldwide, by Country, 2014-2018, millions

June 2015
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2. Mobile Shopping

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11
3. Mobile Application Overview
3.1 Mass Market Segment

June 2015
17
3 Mobile Application Overview
3.2 Premium Market Segment

June 2015
30
3. Mobile Application Overview
3.3 Luxury Jewellery and Watches

June 2015
31
Mobile Application Overview
Luxury Jewellery and Watches
Jewellery and watch brands are displaying product collections and history via rich mobile applications. A number of Luxury brands
were surveyed by New York Times and more than half of the companies surveyed are hedging their bets by investing in both avenues,
the industry still tends to favour apps over mobile sites. The number of brands with an iPad app increased by 10 percent over the past
year, for example, and the amount available for Android users jumped by 5 percent.
The use of mobile marketing and smart phone applications (apps’) are expanding the ways in which companies are able to engage with
potential consumers, while technological advances such as augmented reality programs are able to provide the consumer with new
ways to explore products. In the two types of mobile investments: Mobile application and Mobile website, apps are proving to be more
efﬁcient and convenient for customers to engage with the brand and Luxury brands try to convey only one idea through their app and
try not to make it much complicated, such as the one Piaget released which presents the making of its Minute Repeater. A mobile site,
on the other hand, is a condensed version of the desktop website that has been optimized for smaller screens and makes it very hard
to use as there is too much data on it.
The main features of apps of this market are conveying heritage and craftsmanship in addition to the product catalogue, but the brands
also focus on the utilitarian needs of the mobile consumer while consistently communicating value. Some brands aim to engage
consumers through education or entertainment, such as Vacheron Constantin’s “Sound of Time” app, which offers videos and gaming
for the Patrimony Contemporaine Ultra-Thin Calibre 1731. Likewise, Van Heusen’s Monaco V4 app is more of an experience of making
of a watch and its features, with amazing 3-D rotation effects. A few brands’ apps like Tiffany and Cartier are more of product-based
where one can choose and buy products, of course with all the customisation features available.

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Chopard offers you the chance to create your own watch thanks to an exclusive
and playful application, My Happy Sport app. The app allows people to enjoy that
customization feature from the comfort of our home, the app can be downloaded
on iPad or Android tablets. You can choose from variety of exquisite colours
and ﬁnally select your favourite moving elements among a delightful selection
of diamonds and coloured stones coming in many precious shapes, the whole
experience lets you play and conjure up a truly personalised watch to cherish.
App Features
• To create your own iconic timepiece through a combination of cases, dials,
bracelets and moving elements
• Once your choice has been made, you will receive a summary of your Happy
Sport watch by email with your own personal code. This code will allow you to
modify your choices at anytime within the application, or to go to your nearest
Chopard Boutique where you can order your very own creation, specially crafted
at the Manufacture Chopard in Geneva
• Choose your option to pick-up or get your watch home delivered
“I Like it, ..it makes me do all the
customization I want
Thanks“
My happy sport by Chopard
Total Installs 1 000 - 5 000
Luxury Jewellery and Watches Segment
Chopard
Rank 4.4

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3.4 Activewear Market Segment

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Disrupt O-Gram is a purely social initiative taken on by Oakley to encourage their
fans to share their own experiences on their mission to disrupt their city, their
cycle or their sport.
Users are encouraged to take a picture of themselves and ‘disrupt’ them using
the app’s creative filters. These pictures can then be shared on social networks
and on the app’s website disruptogr.am for a chance to win prizes.
The app is available in English for iOS and Android smartphone devices.
App Features
• Tools for taking pictures and applying different ‘disrupting’ filters
• Content shareable on social networks and on the app’s website
Disrupt O-Gram
Total Installs 1 000 - 5 000
Activewear Market Segment
Oakley Disrupt O-Gram
Rating 3.8
“Cool, but Wish I could save the images to my device
after applying filter.“

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3.5 Beauty Segment

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Lancôme make-up application is a makeup travel companion that could provide
the make-up tips you need at any time – all of this no larger than a compact.
This handy app welcomes you with a very simple user interface. It lets you surf
through all its eight sections with a swipe of a ﬁnger.
App Features
• Advanced skin detection technology, blurs your complexion exactly where you
need it and gets you the perfect selﬁe. Save and share your photo with your
friends
• With «Style Creation» module, you’ll be able to simulate a very realistic make-up
result through virtual application on your iPhone of different Lancôme make-up
products and shades
• The Lancôme Application also gives you access to the latest beauty news
• Videos and valuable application tips, including professional tips and tricks to
achieve outstanding results
“Nice app“
Instablur Lancôme App
Total Installs 500 000 - 1 000 000
Beauty Segment
Lancôme
Rating 4.7

June 2015
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4 Augmented Reality Apps

June 2015
66
This is an excerpt from
“Mobile Apps for the Fashion Industry
How Brands Can Use Mobile To Influencer Consumers’ Shopping Habits”
(http://fashionbi.com/omni-search/publication)
The full Marketing Research brings forward all your need to know regarding mobile apps, be it for shopping
or simply to communicate brand values through creative quizes, contests or customizable wardrobe
features, market segment-by-market segment. In addition, the concept of Augmented reality as been
brought forward, a technology brands/retailers are already using to develop fresh outlook towards their
brand/products by giving viewers a taste of brand’s virtual world.
To access the full marketing research and more, become a member today: http://fashionbi.com/signup/member
Download PDF
or learn more from our website
> Mobile and It’s Accelerating Usage Trend
> Mobile Shopping, M-Commerce and Social Media
> Premium brands’ challemges versus Mass-market Apps
> Luxury Jewellery & Watches brands’ tech-forward apps
> Activewear brands smartly fitting products into fitness apps
> Beauty brand apps - more than just a product push
> Augmented reality as one of the musts for a fresh outlook
> Brand/Retailer case-studies & results with AR technology

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