Carolina Herrera launches Style app

Fashion house Carolina Herrera is preparing to launch a new, yet exclusive smartphone app which is designed to offer

the label's best customers a bespoke service.

The Herrera Style app entered its testing phase on Thursday, which allows the label's sales assistants to interact with selected customers and offer them styling advice, show them the label's newest items and invite them to upcoming events.

Selected users must first download the app onto their smart phone, which is the first of its kind to use digital agency, King & Partner's Iras Style Concierge software for a one on one shopping app.

The app works on an invitation-only basis, and each account will be tailored made to the needs of Carolina Herrera's top customers who are offered the service. “We know that the sales associates are communicating with their customers on mobile devices,” said Caroline Brown, president of Carolina Herrera to WWD.

“It's a given with how they do business now. The purpose of this tool is not just about immediate growth and sales. We do believe there will be incremental growth, but it's about better servicing the customer. If we do that, there is an incremental effect.”

The bespoken app aims to give its users a luxury experience digitally, whilst building on existing relationships between customers and sales assistants, who will be able to have an overview of their clients requirements and wardrobe over time.

“Brands now have the ability to see into the sales associates' little black book. They get to see what was sent to whom and when and track the purchase of these items,” added Tony King, founder of King & Partners. “Brands can measure the success of sales associates.”

“Every brand has a top tier of clients, it should be part of the tool kit that digital brands have to assess and see how they want to use it.” The app is set to launch officially over the next few weeks.