The Balmain app offers a new way for consumers to connect with the luxury label, promising "direct access to [its] unique universe, style and attitude through a range of experiences and access to exclusive content." With the app, users are able to immerse themselves in augmented reality content on the streets of Paris, attend live broadcasts of fashion shows—notably, those who downloaded the app were able to tune into the show for the brand's first couture collection in more than a decade and a half.
Since 2011, Balmain's Olivier Rousteing has been working to keep luxury fashion exclusive yet inclusive, and in particular, make the 82-year-old French luxury fashion house appealing to a younger target demographic. Just last year, the label launched virtual reality in-store experiences and cast entirely virtual models to front a fashion campaign.
Branded Luxury Fashion Apps
The Balmain App Connects to Younger Consumers and Offers AR Content
Trend Themes
1. Augmented Reality Experiences - The Balmain app showcases the potential of augmented reality experiences in the luxury fashion industry, offering consumers a unique and immersive way to interact with the brand.
2. Virtual Reality Marketing - Balmain's use of virtual reality in-store experiences and virtual models presents an opportunity for luxury fashion brands to leverage technology to enhance customer engagement and create memorable marketing campaigns.
3. Exclusive Content Access - The Balmain app provides direct access to exclusive content, demonstrating the trend of luxury fashion brands offering personalized and unique experiences to engage with younger consumers.
Industry Implications
1. Luxury Fashion - Luxury fashion brands can harness augmented and virtual reality technologies to create innovative and captivating experiences that resonate with consumers and drive brand affinity.
2. Mobile Applications - The success of the Balmain app highlights the potential for mobile applications in the luxury fashion industry, enabling brands to connect with consumers on a more personal and interactive level.
3. Fashion Marketing and Advertising - The adoption of virtual reality and augmented reality by Balmain showcases the disruptive opportunities for fashion marketing and advertising, providing brands with new avenues to captivate audiences and differentiate themselves in the competitive market.