Today, anything and everything is available on the Internet. And with 24x7 accessibility on mobile devices like cell phones and tablets, you can browse for anything on the move. To make life even more convenient, several companies have applications for products, brands and services to make the accessibility of information, interactions, and transactions even simpler for consumers. This has made a big difference to those catering to consumers of luxury goods and services in order to communicate with them and have them avail of their services. Further to that, the audio-visual capabilities of mobile devices like smartphones and tablets give companies the opportunity to provide you with a whole new experience through videos and interactive features to even indulge your whimsical nature, if desired.
Shopping and Services: If shopping online has become a fad, the emergence of shopping apps in mobile devices is also not much of a surprise. Like any website, shopping apps work in a standardised way. There’s a catalogue of sorts to choose from and add items to a cart before proceeding to make a purchase. What makes these applications and other similar ones particularly interesting is that they give you a more holistic view of clothes and accessories that you’re interested in. You can view look-book photos, read up on the products and even watch videos of fashion shows and ad films. Some of the better apps for shopping include Mulberry and Nordstrom, both of which have a comprehensive approach, and allow you to view categories systematically. On the other hand, the fashion brand Dior offers an app with several videos on makeup and beauty tips besides its other collections, while the Gucci Style app has styling tip updates from the Gucci Creative Director Frida Giannini. A particularly impressive app in the service category is the Tiffany & Co. Engagement Ring Finder app, which offers you A-to-Z guidance with selecting a ring; seeing how it looks on a hand, with the option of selecting your skin tone; saving shortlisted designs; and even help from experts. Another interesting app is the HMY Yachts app, which helps in bringing together buyers and sellers of luxury yachts, and the general boating community, along with a database of contacts and updates on the events and happenings in the field.
Brands: Brands fall into a different category, even though brand apps do offer a lot of services similar to the above, because they are more about getting to know the brand, the products and the services inside out. Louis Vuitton, for instance, has sections in its app that give you more than just a glimpse of its pioneering and illustrious past, while it also provides you with information on its portfolio of products. In general, other apps in this category offer information and images on new launches, with interactive features like 360-degree views of the products. Watch brands particularly focus on such features. For example, Breitling offers you a 360- degree view of its watches, while Omega offers simulated views of watches, displaying the current time, and even the mechanisms ticking away, as visible from the caseback—features that more than just capture your attention. While news and updates are the norm in every brand application, in addition to that, there’s usually a download section to explore wallpapers for your device. Interactive features like store locators for consumer convenience are also present in most of these apps. A particularly impressive app in this category is Dior’s, which offers an in-depth look at the brand and all its segments, with videos, interactive features and downloads aplenty, in a very sophisticated, yet simple user interface.
Media and Organisations: The press has explored new media thoroughly through the internet and has now shifted focus towards mobile accessibility. That’s why luxury publications and websites have been introducing apps, to offer readers and consumers everything the websites can, but in a devicecustomised interface. Like the luxury publications and portals, the mobile apps of such media also offer you updates on goods and services, along with blogs and feature articles. For example, the HH magazine app of the Fondation de la Haute Horlogerie offers you the same features that Hautehorlogerie.org offers. However, in addition, there’s also the HH Game app, which features puzzles of watch images, and the option to know more about them, catering to a more fun sensibility!
Travel and Hospitality: Hospitality can easily fit into a category of apps by itself because of the specific nature of hospitality services. Several major luxury hotel groups have apps that allow you to explore all their properties and the services they offer. Hospitality groups like Small Luxury Hotels of the World offer similar features. In addition to these, most hotel apps even have images of their rooms, reviews of restaurants, tips to travel around the area they are located in, and also the option of making reservations through your device itself. While on travel, Louis Vuitton’s Amble app is almost like an e-version of the city guides that the brand has been publishing over the last few years, digitising the travel experience, also enriching it with the ‘My Amble’ section that almost serves as a travel diary for you to capture your memories on.
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