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.

Allison Enright

Editor

Lead Photo

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.”

Comments

Sign In to Make a Comment

Comments are moderated by Internet Retailer and can be removed.

Not a member? Signup for free today!

Advertisement

Advertisement

Advertisement

Relevant Commentary

FPO

Jason Squardo / Mobile Commerce

Five tips for achieving high mobile search rankings

Searches on mobile devices will soon exceed those on computers, Google says. Retailers that keep ...

FPO

Sergio Pereira / B2B E-Commerce

Quill turns to its B2B customers for new ideas

Coming in April is a new section of Quill.com that will let customers and Quill ...

Advertisement