Tiffany & Co., Victoria’s Secret, The North Face and Pink are winning in the apparel and accessories mobile space.
According to “Fashion on Phones,” a study conducted by the Interactive Advertising Bureau, 83 percent of the brands ranked by WWD’s list of Top 100 Brands have mobile optimized sites.
Of the 100 brands, the above four were the only ones to receive a perfect “M-score,” based on a series of metrics such as whether or not a site had a store locator, tap-to-call phone numbers, optimized search, a link to the expanded desktop site and a link to the app on the Apple App Store (if applicable).
“Just building a mobile Web site is great but it’s clearly not enough,” Joe Laszlo, IAB senior director, mobile marketing center of excellence, told WWD of the five parameters the study used to measure success. “Some companies are building mobile sites that are pretty, but only go skin deep…the mobile Web sites don’t return search results that look good on a smart screen. This means only the homepage is optimized.”
Anna Bager, IAB vice president and general manager, mobile marketing center of excellence, noted: “Eighty-three percent of the labels…have mobile-optimized Web sites — but 100 percent of them should have one.”
Of the brands that do have mobile sites, 35 percent still don’t offer mobile optimized search results and less than a quarter of brands with apps linked to the App Store from their mobile site. However, 85 percent of brands in this group have implemented store locator tools on their mobile sites, 64 percent have tappable phone numbers and almost 60 percent link to a desktop site.
A larger group of brands maintained mobile sites containing four out of five of the parameters — like Abercrombie & Fitch, Adidas, Banana Republic, Gap, Guess, H&M, J. Crew, Nine West, Ralph Lauren, Ray-Ban, Louis Vuitton, Levi’s and Under Armour.
But some major players are still holding out.
Of the 17 percent who have yet to adapt to the increasingly mobile consumer, brands like DKNY, Reebok and Versace still don’t have mobile sites. American Apparel is also on this list, but the three brands with the lowest rating (no mobile site or mobile-friendly tools) were Joe Boxer, Casio and Candie’s.
“Just building a mobile Web site is great but it’s clearly not enough. Some companies are building mobile sites that are pretty but only go skin deep,” Laszlo said. “Some of the brands we looked at that have a mobile Web site don’t return search results that look good on a smart screen. This means only the homepage is optimized — the first page they see when they access the site on the phone.”
Beyond mobile sites, data showed that 47 percent of brands have iPhone apps, 43 percent have Android apps and 26 percent have iPad apps. The last number was surprising for Laszlo because, to him, the iPad’s large screen is “tailor made” to make clothing look good — yet only about one in four brands have one.
Finally, just over a third — or 37 percent — of those studied had responsive Web design, an online experience that works cross-platform without the need to build a differentiated experience for a desktop, smartphone or tablet.
Although it’s been around for a few years, Laszlo said responsive design is about to become a lot more prevalent. It will force designers to think differently about how they are developing sites. Early adopters of responsive design are Ray-Ban, Calvin Klein, Converse, Swatch and Tommy Hilfiger.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews