From Shoppable Dress-Up Games to Mobile Fashion Catalogs

By: Laura McQuarrie - May 16, 2015
Many tech-savvy consumers seek out emojis, messengers and games as sources of entertainment, so these fashion marketing apps use this to their advantage for the purposes of promotion, building brand loyalty and connecting with consumers.

In order to tease new and upcoming collections, brands like Foot Locker and Karl Lagerfeld released the Shoemoji and emotiKARL apps respectively in order to help fans express their excitement over products better.

Fashion is often quite serious by nature, but apps like Covet show how powerful play can be for sales. Covet is a mobile fashion game that doubles as a place to buy real garments from featured brands. Recently, Covet partnered with the CFDA in order to make virtual garments from up-and-coming brands available for style challenges to the app's 2.5 million active users.