As New York Fashion Week came and went last month I was hoping to see more brands taking advantage of the mobile channel. There were a few semi-notable fashion-branded campaigns, but none offering the depth of engagement and interaction I was expecting.

The Elle iPad App

During New York Fashion Week, Elle, a fashion magazine read all over the world with 21 million readers, launched and introduced advertisers to their rich video and tap-to-buy ad units for their iPad application. Brands like Burberry and Gucci had the opportunity to offer exclusive fashion video content, tap-to-buy catalogues, and the ability to let users upload their own pictures so that they could try on luxury brand apparel and accessories as seen on the runway.

The Mercedes-Benz Fashion Week Mobile App

Mercedes-Benz Fashion Week partnered with social shopping pioneer, ShopStyle, to update their smartphone application to highlight the Fall 2011 collections. This was the first mobile app partnership for Mercedes Benz Fashion Week, and the goal was to bring fashionistas exclusive content and coverage of the Fall 2011 event. The updated app brought must-have info on schedules, designer profiles, runway photos, coverage and industry news.

Although these two luxury brands were tapping into the innovative fashion demographic more than their potential competitors, they missed the opportunity to truly deepen their engagement with fashionistas world-wide, who were unable to attend New York Fashion Week. Here are some mobile marketing tactics that I would have liked to have seen used during New York Fashion Week:

• QR Codes: QR codes on the runway could have offered exclusive videos about the designer and access to behind the scene footage. This would have let viewers connect more with the designer, understand their vision, and feel like a VIP into what the designer experiences during an event.
• Text Alerts: Text alerts and updates on fashion and accessories could have offered a mobile auction for items worn on the runway, as well as tips for staying fashionable this fall.
• Text Call to Action: Brands could have added text call to actions to the video that was distributed via TV and online, which would could have opened a mobile social experience. Users could have engaged more with the brands on the runway, designers and new fashion trends.
• Sweepstakes: Although sweepstakes may sound the opposite of luxury, they are truly powerful in driving participation and excitement. A simple text to win campaign could have given viewers the opportunity to win a makeover or a meet and greet with a particular designer. These programs become viral very fast.

Mobile offers the unique opportunity to get personal with customers. Bringing engaging and exclusive experiences right to the device that customers never leave home without, can create actionable results when done correctly. Designers and brands might have had impressive fashion shows for Fall 2011, but their mobile marketing strategies were fashionably missing.

Author Profile: Greg Hickman is Product Manager of Mobile Solutions greg.hickman@placewise.com  | 720-891-4943