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Lifestyle on the move: the Esprit iPhone app

2010-10-20 The new iPhone app is part of the modern mobile communications trend among Esprit fans and friends and therefore suits the lifestyle philosophy of the brand. The application is free of charge, and enables Esprit fans, customers, employees and all interested parties to keep up to date with the latest Esprit news on their iPhone, anywhere and at any time.

The Esprit app is available from the iTunes App Store across the world and contains both global and country-specific content. Applications for additional iPhone functions are being used by an ever-increasing number of people. Called apps for short, they are small intelligent programs that may be loaded easily and extremely quickly on the iPhone and can turn it into e.g. a navigational device, weather forecaster, city guide, games console or stylist.

The Esprit iPhone app will have the following functions to start with: ‘Galleries’, ‘Videos’, ‘News’ and ‘Storefinder’.

In the ‘Galleries’ section, Esprit will present trends, styling suggestions and its current campaigns. This section will contain three subsections:

• The Esprit ‘Trendflash’ was developed especially for the Esprit Facebook fan pages, providing two trend themes of Esprit styles every month. .There is also a link to the Esprit e-shop, so users can order the styles straightaway.
• ‘Styles’ presents new key looks from the Esprit lines Esprit Casual and edc by Esprit every month. If a style is not available online or there is no national e-shop, the user is directed to the storefinder. Users can share the ‘Styles’ with their friends via email or by sharing them on Facebook.
• ‘Campaign’ presents current Esprit campaign motifs. These can also be shared on Facebook or recommended to friends via email.

In ‘Videos’, users can see current image clips and ‘making of’ videos.

‘News’ is a Facebook dashboard that reports national Esprit Facebook news. All app users can see this even if they do not have a Facebook account.

With the ‘Storefinder’, users can quickly find their nearest Esprit outlet. The iPhone’s GPS function will ascertain the user’s location and quickly show him or her the Esprit store that is closest. Users who have deactivated their GPS function can enter their location manually.

With their links to social media networks, smartphones are an essential medium for daily communication, particularly for the lifestyle-oriented Esprit target group. From business meetings and socialising with friends to the latest gossip and trends, smartphones have become ‘lifestyle navigators’. They respond to requests for information and enable communication regardless of the user’s current location, meaning that they are perfectly suited to a fast-paced, sophisticated and cosmopolitan lifestyle. For an international lifestyle brand such as Esprit, this modern form of corporate presence, with its numerous practical, quick and attractive functions, is an important part of the company’s contemporary brand communication mix.


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