Out of the Closet: Fashion in the AppStore
Fashion, a word, that separates and unites people by taste, is either too hipster to have its own genre in the app store economy or homeless. Fashion apps are generally divided between the Lifestyle, Social, or Games categories. Searching for “fashion” leads to cartoon dress up games with offer walls, Walmart’s retail app, and other Lifestyle apps possibly not safe for impressionable young ones.
Reaching the top of the AppStore is highly competitive, especially in the Gaming and Social categories, where CPI advertising is heavily used. Pose, an early innovator in the fashion space, listed itself under the Social category in the Google Play store and has to compete for audience with apps like facebook. In order to grow, apps like Poshmark took an early community driven approach versus CPI when building its base of thrifting closest clearing fashion sales users. BeauCoo, a supportive social fashion community, matches women of similar sizes to share in the shopping experience and find styles that fit, is also not at the top of the list.
Instagram could be considered a common denominator fashion app, major retail fashion brands and indie boutiques alike have a presence on and the hashtag #ArmParty returns an impressive 239,000+ photo results. Perhaps an alternative is in order when promoting fashion app through mobile marketing. Using native advertising in mobile such as with Nativ.ly‘s campaign with Taco Bell and Waze is one powerhouse method. BeauCoo sounds like a great pickup waiting to happen for Levi’s to do an integrated mobile sponsorship promoting Curve ID.
While fashion apps are not the only place to reach female audiences, being in context and in-content, has a powerful brand resonance being a part of the experience.