Before his New York Fashion Week runway show tomorrow, designer Yigal Azrouël is previewing several pieces from the collection on mobile app Covet Fashion. The move gives Covet’s three million-plus users access to the collection before Fashion Week attendees. Also, unlike a traditional feature in a magazine or on social media, it increases their interactions with the brand.
Using the app, consumers can dress a virtual mannequin in items from the collection (as well as other clothes). Completed looks can be entered in the app’s daily style challenge, and users can vote on their favorites. If they want to buy any of the clothes in real life, they can order them directly on the app.
As Fashion brands seek to reach millennials via social media, apps like Covet offer a means of generating more active engagement. L2’s Insight Report on fashion and social media shows that 96% of Index brands had an Instagram presence in Q2 2015, an increase of 11% on the year. Facebook and Twitter have also become virtually ubiquitous. However, activities like Covet’s style challenge offer users a more interactive brand experience than scrolling through social media posts — increasing the likelihood of purchase.
Covet also helps increase engagement on social media by targeting the relevant demographic. Its average member is 29 years old and 90% of users are women with an interest in fashion. Fashion brand content on Instagram saw an average engagement rate of .63%. By bringing brands directly to interested users, Covet is able to boost that number substantially. For example, the app’s partnership with Nicole Miller during the brand’s Spring 2015 campaign increased the brand’s Instagram reach by six times. As brands seek to turn content into commerce, they might turn away from traditional social media platforms and opt for apps that encourage greater interaction and segmentation.