Let Your Fingers Do the Catwalking

Style.com Offers 'See Fashion First'

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NEW YORK (AdAge.com) -- Every week Ad Age Digital's Media Morph looks at how emerging technology is changing the way consumers get their information and media companies and advertisers present their messages. This week: "See Fashion First."

Style.com iPhone application
WHAT IT IS: Just in time for New York's Fashion Week, Style.com, the digital arm of Condé Nast's fashion magazines, jumped into the mobile-application game with the launch of "See Fashion First," an iPhone-dedicated application. The app, which has been available since Aug. 28, is based around video of runway shows in New York, Milan and Paris posted just hours after the models hit the catwalk. Blogs and information on particular models and designers will also be available a la carte.

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.
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