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Fashion Mobile Marketing: Retailer Bergdorf Goodman Launches Shoe Salon App

Is 2010 going to be the year women start shopping via iPhone? Previous research on female shoppers has indicated that while we love to "window shop" and of course view fashion and style content from a mobile device, we might not be quite as ready to actually make a purchase.

Bergdorf Goodman told PR Couture that "mobile technology and the iPhone in particular are becoming more and more integral to consumers' daily life, so we believe it's important for fashion brands to connect with customers wherever they are. We know [our customers] are active with mobile given that a growing number already access our site via their mobile device every day."

Today they launched the Shoe Salon iPhone and iPod Touch application - which will feature a single shoe, every day,  selected by the buying team. The featured shoe will initially only be available through the app or at Bergdorf Goodman in New York. If shoes are ordered through the app, Bergdorf Goodman will provide free expedited delivery. And while Bergdorf  sees the app partially as a sales tool, they also are focused on "broadening awareness of the Shoe Salon, one of the most important categories Bergdorf Goodman is known for."

In a smart twist on the traditional app launch, Bergdorf Goodman has partnered with City Harvest for a limited time and will make a $5 donation for every app download. City Harvest is the world's first food rescue organization dedicated to feeding New York City's hungry men, women and children.

In terms of social media integration, the app includes a convenient forward to a friend option and Bergdorf Goodman is featuring the app on their Facebook and Twitter pages. The hope is that customers that share the shoes with each other as well as the app itself.

As a quick aside, we loved the way this pitch came in - just a link to the press center where we could easily download the full release, images and a direct link to download the app.  Perfect for print pubs! It would have been even better to have had instant links to their social media pages, a text based version of the release for easy blogging, and embeddable low-res images instead of hi-res tif files, but hey, it's a great start! And they were extremely responsive when it came to requesting more information.

What do you think about this new mobile shopping trend? What are your favorite fashion apps?

About the author: Crosby


Known as the "fashion publicist's most powerful accessory," (SD-UT) and the "West Coast 'It' girl of fashion PR," (YFS Magazine) Crosby Noricks is a brand strategist, author and founder of PR Couture. Crosby was included in the iMedia 25 Class of 2012 Internet Marketing Leaders and Innovators, and enjoys helping fashion and lifestyle brands connect with their audiences in meaningful and creative ways.

4 Comments

  • LG
    Posted February 11, 2010 at 10:15 am | Permalink

    I think the new mobile shopping trend is definitely going to revolutionize the way women (and men) shop and I think Bergdorf Goodman is smart for hopping on that train. One of my favorite shopping apps is the ChicWalks Vancouver Shopping App. It provides highly researched shopping walks and insider information for the best shopping neighbourhoods in Vancouver. It makes shopping for visitors and locals in Vancouver SO EASY and fun! They are coming out with an app for Paris as well which is going to be awesome! I recommend checking it out!

  • Posted February 12, 2010 at 2:12 pm | Permalink

    I think Bergdorf is doing an incredibly clever thing. Shoes are a perfect item to showcase on a mobile application. And, I like that they are building in the donation for the download. Nice touch – make shoppers feel better about shopping!
    I’m not so tied to my mobile applications that I use them for shopping – so I can’t offer a favorite application. I’m one of those later adopters. But, I could see myself happily getting a daily shoe fix to perk up my spirits.

  • Camilla
    Posted February 13, 2010 at 11:50 am | Permalink

    I am disappointed with the app. They need to give choices. One shoe a day is a poor strategy.

  • Posted February 13, 2010 at 2:52 pm | Permalink

    Brilliant!!!!!
    .-= RockandCouture´s last blog ..For the Rockstar in you…Wear your minis all Year Long! =-.

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  • […] a retailer, recently launched its mobile site as well. Goodman told PR Couture in their article Fashion Mobile Marketing: Retailer Bergdorf Goodman Launches Shoe Salon App, “Mobile technology and the iPhone in particular are becoming more and more integral to […]

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Meet Crosby Noricks

Hi. I'm Crosby, the founder of PR Couture and a fashion brand strategist. I care about supporting and celebrating fashion publicists as well as helping companies connect with their audiences in more meaningful ways. Recently, iMedia included me in their annual list of 25 Internet Marketing Leaders and Innovators, along with people from Starbucks, Twitter and Volkswagon, which I think is pretty neat. Like Elle Woods, I am a Gemini-vegetarian (that's about where the similarities end). Let's connect: Check out my full bio, Brand Elixer sessions or shoot me a note.