Since consumers are increasingly drawn towards the instant gratification of fashion shopping, brands are mobile-optimising their marketing through the use of digital tools such as Augmented Reality (AR) apps, rewards promotions, and digital style guides that provide ideas on how to incorporate trends in everyday life.
Under Armour used mobile rewards promotions to drive sales during the competitive back-to-school season in Canada. Japanese apparel company Uniqlo created an innovative mobile-activated campaign that used fast-moving images on billboards containing unique product codes that could only be captured by taking a photo of the display.
Designer Rebecca Minkoff embeds QR codes into handbags, so customers can scan the codes with their mobiles to unlock content and rewards. Consumers scanning the QR code initially unlock a video from Rebecca Minkoff herself, helping drive a deeper connection to the brand.
Fashion brand Maggy London created an AR catalog for mobile users, using 3D scanning and Apple’s ARKit. Shoppers can put a mobile phone up to items in the catalog and view them as realistic, virtual 3D products.