Branded apps in Spain as a means of communicating trends in fashion

Zahaira Fabiola González Romo, Ruth Contreras-Espinosa, Irene Garcia Medina

    Research output: Contribution to journalArticle

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    Abstract

    Apps are of great interest and curiosity for the users of mobile phones, being already highly unloaded and used for the users of smartphones.
    The fashion mobile applications represent only a fraction of the mobile global applications (almost 0,2 %), nevertheless they are starting to deserve special attention from designers and researchers in this area. Brands want to know about the new trends in the market to be able to continue surprising and impressing their public.
    In this study, we seek to identify the most relevant aspects of the applications that help to improve the image of the Spanish prêt-à-porter fashion brands such as Zara, Pull and Bear, Stradivarius, Shana, Bimba y Lola,...
    The study considers the position in the ranking of downloads, the category, the opinions, valuations of the users and the criteria described by Jami Lawrence (2010): amusement, saving of time and / or comfort in the use.

    Findings:
    In this analysis, we seek to identify the most relevant aspects of the applications that help to improve the image of the brand, in this particular case of the Spanish prêt-à-porter fashion brands.
    - It is indispensable that the applications entertain the user, save time and / or comfort, we have observed that they are these characteristics those that are valued by the users.
    - Another factor that is valued in the applications, is that the application should make sense for the user and to have an added value that doesn't necessarily have to be related with the nature of the brand.
    - But it is important that applications to be developed have to be coherent with the identity of the brand. As in any other area, the appearance of new mass media, like the mobile, is the introduction of new challenges. –
    Finally, it is important for the brand to adapt constantly to the new technologies, but we must not forget that a precarious incorporation and badly developed app it can be more harmful than beneficial.
    Original languageEnglish
    Pages (from-to)58-63
    Number of pages6
    JournalInternational Journal of Interactive Mobile Technologies
    Volume10
    Issue number2
    DOIs
    Publication statusPublished - 30 Apr 2016

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    Application programs
    Smartphones
    Mobile phones

    Keywords

    • apps
    • fashion apps
    • mobile-media
    • users
    • mobile applications

    Cite this

    González Romo, Zahaira Fabiola ; Contreras-Espinosa, Ruth ; Garcia Medina, Irene. / Branded apps in Spain as a means of communicating trends in fashion. In: International Journal of Interactive Mobile Technologies. 2016 ; Vol. 10, No. 2. pp. 58-63.
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    abstract = "Apps are of great interest and curiosity for the users of mobile phones, being already highly unloaded and used for the users of smartphones.The fashion mobile applications represent only a fraction of the mobile global applications (almost 0,2 {\%}), nevertheless they are starting to deserve special attention from designers and researchers in this area. Brands want to know about the new trends in the market to be able to continue surprising and impressing their public. In this study, we seek to identify the most relevant aspects of the applications that help to improve the image of the Spanish pr{\^e}t-{\`a}-porter fashion brands such as Zara, Pull and Bear, Stradivarius, Shana, Bimba y Lola,... The study considers the position in the ranking of downloads, the category, the opinions, valuations of the users and the criteria described by Jami Lawrence (2010): amusement, saving of time and / or comfort in the use.Findings:In this analysis, we seek to identify the most relevant aspects of the applications that help to improve the image of the brand, in this particular case of the Spanish pr{\^e}t-{\`a}-porter fashion brands. - It is indispensable that the applications entertain the user, save time and / or comfort, we have observed that they are these characteristics those that are valued by the users.- Another factor that is valued in the applications, is that the application should make sense for the user and to have an added value that doesn't necessarily have to be related with the nature of the brand. - But it is important that applications to be developed have to be coherent with the identity of the brand. As in any other area, the appearance of new mass media, like the mobile, is the introduction of new challenges. –Finally, it is important for the brand to adapt constantly to the new technologies, but we must not forget that a precarious incorporation and badly developed app it can be more harmful than beneficial.",
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    Branded apps in Spain as a means of communicating trends in fashion. / González Romo, Zahaira Fabiola; Contreras-Espinosa, Ruth ; Garcia Medina, Irene.

    In: International Journal of Interactive Mobile Technologies, Vol. 10, No. 2, 30.04.2016, p. 58-63.

    Research output: Contribution to journalArticle

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    AU - Garcia Medina, Irene

    N1 - Pre-HEFCE (accepted 18-3-16 from author, in SAN), acceptance from SAN See http://www.online-journals.org/index.php/i-joe/about/submissions#copyrightNotice 'Articles in this journal are published under the Creative Commons Attribution Licence' AAM ok in Romeo, unknown for VoR. Although journal publishes OA articles, this article not freely available to download.

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