May 23, 2012, 3:14 PM

Apparel retailer links print to web with mobile


New Look applies a mobile app to promote its summer styles.

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U.K. apparel retailer New Look is hoping its customers take a deeper look at its fashions with their mobile devices. The retailer, No. 160 in Internet Retailer’s Top 400 Europe, this week rolled out a print and outdoor advertising campaign for its summer fashions that lets users who scan the ads with a mobile device link to online video and product content.

The mobile elements of the retailer’s campaign are accessible through the Aurasma app, which is available for Apple Inc. and Android-powered smartphones and tablet computers. The app is from Autonomy Corp., a software company that Hewlett-Packard Co. acquired last year.

Consumers using the Aurasma app flip through New Look’s summer catalog and hover their phone or tablet over a catalog page. The app then launches a corresponding video about summer fashion trends. Consumers can then leave the video and view the products from that page on their phones or tablets. Different catalog pages link to different videos and products.

New Look has also applied the Aurasma functionality to its print ads in fashion magazines, on outdoor advertising posters and in its 650 stores. “We're even looking at integrating Aurasma into our Facebook page, to allow our 1.6 million followers to discover hidden content,” says Kathryn Kenny, digital content manager for New Look. “This really is the future of fashion marketing, delivering integrated experiences and enabling customers to scan to shop across the marketing mix.”

New Look says the Aurasma app has been downloaded by more than 3 million consumers since its launch last year.

Eoin Comerford, CEO of outdoor gear and apparel retailer Moosejaw Mountaineering, will discuss Moosejaw’s m-commerce approach at the Internet Retailer Conference & Exhibition June 5-8, 2012, in Chicago, in a session entitled “Making your e-commerce site play nice with smartphones.”

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