Tag: Spring

The hot mobile commerce application has linked up with the hit celebrity’s game for a whole new experience.

The popular m-commerce mobile apps from Spring and from Kim Kardashian have now joined together to help to provide an improved overall experience that will result in considerable growth to the user base of both applications.

The Spring and Kim Kardashian: Hollywood applications let users use a game experience to enjoy fashion.

The combined mobile apps will provide users with a virtual boutique inside the game that will allow Spring to place the name of its products in front of the tens of millions of players of Kim Kardashian: Hollywood. That game app now allows user to be able to clothe their avatars in the items available at Spring. Players can choose items from among 12 different brands carried by Spring, such as Clare Vivier and Jonathan Simkhai.

Links are embedded within the combined mobile apps to encourage players to download and then shop.

In that way, one of the Kim Kardashian: Hollywood mobile game players will be able to dress their avatar, click on a link to download the Spring app, and then shop for the types of items they saw while they were creating an outfit for their avatar.

This isn’t the first time Kardashian’s game app has played host to another company’s experience. In fact, top designers Olivier Rousteing and Karl Lagerfeld have both used the mobile application to promote some of their own collections. That said, this relationship with Spring does represent the first time the game has been used to sell several brands simultaneously in order to be able to boost visibility in front of a broader and younger demographic as it steps into its second year.

First launched in 2014, Spring has seen a tremendous growth through its mobile apps and is now selling products in the clothing, accessory, beauty and home categories from several different brands. The interface offered by the application is comparable to that of Instagram, as it offers a feed of images from various brands which have been selected to appeal to the interests identified by the user him/herself.

The co-founders of the company, David Tisch and Alan Tisch feel that high fashion is headed to smartphones.

Although mobile commerce has seen a considerable amount of resistance when it comes to the willingness of consumers to start using it, the barriers that have been standing in its way appear to be coming down and a growing number of shoppers are choosing their smartphones and tablets for making online purchases.

This being the case, the co-founders of Spring are now hoping to continue the trend with a whole new m-commerce experience.

David Tisch, one of the Spring co-founders, said that “Every single transactional property on mobile—whether that’s Uber, or Hotel Tonight—is lowering the barrier to make significant transactions on your mobile phone.” The company is now betting that this will continue as he and the other co-founder, David’s brother Alan Tisch, are trying to use Spring – an app that was launched this fall – to try to bring the fashion world onto the smartphone screen. The goal is to provide the experience of a shopping mall on the tiny screen of a cell phone or tablet.

This mobile commerce app experience currently represents over 250 brands from the fashion world.

The majority of the brands on Spring are within the mid-label category, but there are some high end and lower end options represented there, as well. Approximately half of the products that are carried by the app are within the price range of $100 to $500. However, they feel that they are differentiating themselves through the other half of their m-commerce offerings, which provide a massive selection from the lower ends and high ends of fashion.

According to Caroline Brown, the CEO of Carolina Herrera, one of the labels on Spring, “I think that the expectation of customers today for an important brand is that you have to be present on all those channels.” She went on to say that the time has arrived in which it is simply not acceptable to fail to be present over mobile commerce channels. For Spring, this is only the jumping off point as they want to create not only a presence, but a highly desirable experience for shoppers, at the same time.