By Aglaia Staff

For now, the fashion apps crossover remains a distinctly off-catwalk affair. There may be official Candy Crush Saga socks, but as yet no designer has grasped the nettle of popular digital culture to send their models out dressed as candies, Angry Birds or plants and zombies.

300px Dolce %26 Gabbana Shop %28Via della Spiga   Milan%29 02 The Fashion App Store

Visit iqmathgames.co.in The Dolce & Gabbana shop in Via della Spiga, Milan (Photo credit: Wikipedia)

300px Kylie minogue statue at waterfront city The Fashion App Store

Visit aglaia.co.in English: Bronze statue of Kylie Minogue by Peter Corlett at Waterfront City, Docklands, Victoria in Melbourne Docklands (Photo credit: Wikipedia)

Maybe this month’s London Fashion Week will see that change. Assuming not, though, there is still plenty to talk about in the way the fashion industry is using smartphone and tablet apps to reach its customers – and how those people are using apps to reach one another too.

et’s start with the big fashion brands, and a couple of general thoughts. First: the people in charge of commissioning apps for these companies clearly like their iDevices, for Android versions are thin on the ground.

Second: a lot of big fashion brands are still a bit unsure what apps are for, judging by the number of barely-more-than-a-brochure promotional apps, and a fair few that haven’t been updated for a year or more.

Some of the more interesting ones: Gucci Style (iOS) which is pitched as a “shoppable magazine” looking behind the company’s new clobber, rather than simply showing pretty pictures of it (although yes, there are plenty of those too).

Christian Dior has also gone down the digital-magazine route with itsDior app (iOS/ Android), offering a mixture of previews, interviews and backstage videos. “Life inside the House of Dior” as it puts it.

Lacoste has a well-designed Lacoste Shop shopping app (iOS) but has also dabbled in more magazine-like content too through its Lacoste L!VE app, which took a look at Japanese fashion and culture alongside the brand’s Spring/Summer 2013 line.

Dolce & Gabbana‘s main DGW14 app (iOS / Android) is firmly focused on showing its latest collections and helping people find the clothes in stores, but the company has tried other apps too: Kylie (iOS / Android) to show the stage wardrobe it created for Kylie Minogue’s last tour, and Dolce & Gabbana Watches (iOS), a virtual-watch app to showcase its real timepieces.

Wild cards? There’s Amble with Louis Vuitton (iOS), which is less about plugging clothes and more about getting people to save and share photos, notes, videos and sounds of their travels, complete with city guides for London, Barcelona, Madrid and other cities around the world.

For now, more brands are opting for stylish-but-standard apps offering product images, news and shopping information, from Benetton (iOS/Android) to Mulberry (iOs), Hugo Boss (iOS) and Chanel (iOs).

 

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