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Shopping Through Mobile Applications

As discussed, business processes can be simplified with the implementation of mobile applications. Mobile phones no longer function solely as a communication device. They now can be used to do a virtually limitless number of activities. The implications that this has for the retail clothing industry are very pertinent. Mobile applications help fashion brands in a number of ways, including the abilities to send latest tips to customers and to indirectly sell products. Companies like Forever 21 and H&M use photography apps such as Instagram to help with the promotion of current sales and the latest trends. The apparel industry progresses with technological advancements to expedite the work process at every possible stage. Companies are starting to develop applications as tools to monitor and speed-up the different parts of the apparel making process in order to minimize losses and maximize revenues.
Clothing retailers now realize that today’s shopper is completely mobile, and this has great implications for business. Acting largely as a facilitator of sales, mobile applications are important in the following ways:
• The consumer wants the shopping experience to be available anytime anywhere. o With the use of mobile apps, consumers will have the convenience to make a purchase or create an online shopping experience at any time and any place.
• Clothing and accessories are among the most popular mobile purchases. o According to comScore in September 2011, digital purchases (music, eBooks, TV episodes, movies) were the most popular mobile purchases at 47%, followed by sales in clothing and accessories purchased directly from retailer at 37%.
• Mobile Shopping is not simply a trend; it’s a way of life. o Virtually everyone has a cellphone or other mobile device. According to Google Insights, 4 out of 5 U.S. smartphone owners use phone to help with shopping. A survey of 5,013 U.S. smartphone owners found that 79% use a smartphone to help with shopping.
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Martin Chandra heads one of the hottest startups in the fashion industry, serving as CEO of Poshmark. Chandra came into the fashion industry after being in the technology industry for ten years. He started his company from mobile as opposed to starting from the web, which is what most companies have done in the past and still do. By starting from mobile, Poshmark eliminated the shopping cart, which made buying decisions more definite and cut down on check-out times. As an expert in the field, he believes that mobile apps are the future for fashion.
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