THE DETAILS: Users will be able to view the application content whether they are online or not. And it isn't simply a rehashing of what's on the web. The main idea behind the application is to better cover the fashion shows, according to Dee Salomon, senior VP-sales and marketing for CondéNet. And while it seems nearly every media company is launching mobile apps, it's the big, glossy fashion magazines for which the iPhone may provide the biggest benefit, thanks to its larger screen and intuitive interface, great for browsing highly graphical content.
Ms. Salomon describes the display as an "elegant combination of technology and great creative expression." And don't think the timing is coincidence: The app is dropping with the fall fashion books, which receive the highest traffic of the year.
THE ADS: Also elegant: The ads threaded throughout. More than a dozen brands and fashion-mag staples such as H&M, Christian Dior, Gucci, Redken and Vera Wang will appear through Style.com's mobile content.
THE PROMOTION: Style.com is promoting its mobile application with a custom-outfitted Airstream trailer whose staff will help people download the app. The trailer will be parked at several locations throughout the city, including Bryant Park, Madison Square Park and the Meatpacking District.