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ON THE GO: Lanvin is moving to the small screen, launching a mobile Web site that is compatible with both tablet devices and mobile phones. Seventeen percent of visitors to Lanvin’s site already come from mobile devices, but only e-commerce sections were accessible previously.
Mirroring the content of Lanvin’s main site, the new touch-screen version will feature runway and backstage footage, ad campaigns, and recent events under four categories: Women, Men, Lanvin Today, and News. The mobile initiative dovetails with the house’s decision to also launch its Web site in Chinese, Japanese, and Korean.