System of Dressing thru iPhone application

10 Aug '09

3 min read

The Donna Karan iPhone application was designed in partnership with Atimi Software Inc. and launched to coincide with her Fall 2009 Collection delivery. In this new unique vehicle of woman to woman communication, Karan talks fashion and personal passions. In addition to a made-for-consumer video where she discusses her Fall 2009 Collection, Karan shares everything from items she loves and chats with friends, to her recent vacation photos from Africa.

This personal approach to an iPhone application is indeed rare, as is even the fashion connection. To date, the medium has only a small handful of designer sites. Yet none of those sites have the individual voice and conversational allure that Karan offers.

"The design method applied to the iPhone application was to truly allow Donna Karan to connect with her clients in as personal a way as possible," said Scott Michaels, Atimi Vice President, developers of the iPhone application. "Every aspect was held up to the light to ensure it met the design objectives and had the level of polish and quality that is inherent in the Donna Karan brand."

Karan's iPhone content is truly unique, from both a brand and sales perspective. This will be the first site to feature an in-dept fashion video called "System of Dressing" where Karan discusses the strategy and the how-tos of maximizing the flexibility of the clothes. Further, the application will be the first to invite a consumer to create a wish list of items, with the option to forward to a personal shopper for the ultimate "Shop on the Go" experience.

Then there's Donna's Journal, where new content is added weekly. This is where Karan shares her thoughts and passions of her brand and life of the moment, giving Donna Karan loyalists the ability to connect with Donna beyond the runway.

Regularly updated sections include:
• Love, Love, Love
Two highlighted must-haves, one from the Donna Karan Lifestyle, be it a piece of clothing, a handbag, innovative hosiery or home item, and then something more personal to Karan, such as her favorite book on nutrition or a must-see exhibit.

• People Who Inspire
This section highlights an inspiring force in Karan's life, whether a creative collaborator, an independent artist or even a yogi or spiritual leader. The launch feature is pianist Eric Lewis who, performed at Karan's Fall 2009 fashion show.

• Ask Donna
A Q&A opportunity with Karan for clients and fans to email burning questions, be it about the clothes or anything else that comes to mind.

• DK Talk
A Proust-like questionnaire interview between Donna and someone she knows and/or admires. The launch subject is Iman.

• DK Travel
A section that includes pictures and captions from Karan's recent travels. The launch features her recent trip to Africa.

Since the inception of her company in 1985, Karan has always enjoyed astrong, personal connection with her consumer. They look to her for advice and have expressed avid interest in her passions of the moment. The bond began in dressing rooms, where Karan helped women dress more confidently. As the company grew, communication spilled over to an exclusive publication called Woman to Woman, distributed by various targeted mailing lists. The iPhone application is Karan's natural progression in her desire to keep the dialogue going.

Donna Karan

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