Successful
fashion/technology mashups are tough. Besides, one of the major
concern regarding digital, is that it is quite « difficult »
to mix it with luxury fashion. Indeed, luxury fashion is synonym of
durability, authenticity, reliability, unicity while internet is
completely the opposite.
But digital
is in constant moving, evolution, very adaptable to the environment
and people around. So like fashion actually. It shouldn't be so
difficult then to match the two concepts.
BUT : this
year, Moda Operandi, which is an online luxury fashion retailer
allowing shoppers to place pre-orders on runway fashions a few days
after select shows, made an operation kind of vanguard compared to
its competitors. The website is hoping to further boost sales with
the release of its first app.
The
APP
So, Moda
Operandi made a big step ahead in the world of luxury fashion. A huge
step in the digital and technologic world finally.
The luxury
fashion website decided to create an app right before the opening of
the winter Fashion Week. The principle is simple, and compared by
many magazines as “Tinder for clothes”. (Tinder is a famous app
where you can “choose” the person you want to talk to, by liking
or dismissing the person).
More than
being just an extension of the website, it has a very useful purpose
: capture customers' interest in the period between a runway show and
when the clothes or accessorizes are available for pre-sale on Moda
Operandi site. The app proposes the products worn by the models
during the runway, and like Tinder, you can “like” or “skip”
the product in order to find YOUR beloved piece. And in order to be
the one possessing it.
Moreover,
you can know which products on the app have already been approved by
Moda Operandi.
For fashion
addicts, that seems to be the perfect way to be the first one having
creators' new collections.
The
concept
More than
enhancing the possibility of digital in luxury fashion, a concept
more subtle is clearly highlighted there : make the experience
addictive. Creating an app, which is more than a simple extension of
the website, has a precise function. People are so connected, so
dependent of their mobile that it was obvious for the retailer to
create that app.
Indeed,
while we are always checking our smartphones, what could have been
more evident for the retailer to make people being more connected and
interested ? Because for fashion addicts (but not only) that are
always connected to fashion in any ways, it is necessary to have a
support that allow them to shop, from anywhere, but above all to shop
right in front a runway show.
So far, the
app seems to be downloaded and used by the members. Even if you don't
pre-order clothes, you have a view on the season's looks that are
pretty well arranged by the designers of Moda Operandi.
Another
criteria that makes the app more addictive...!
Results of
that concept : thanks to partnership, the app was well promoted
thanks to an ad campaign around it.
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