So what can apps do? Besides, the conventional buying and selling, fashion retail apps provide a bunch full of other features to keep their customers hooked. Many brands have introduced games, videos, and blogs to capture attention of users. Luxury apparel brands have also streamed live fashion shows, and some apps have an integrated GPS feature that enables users to track stores with latest offers. Another high street clothing brand launched a wireless point of sale system, which is touch enabled, that allows the whole system to act as remote credit card and barcode reader. The barcode gives information regarding the inventory and the credit card can be swiped to make payments.

Nordstrom for example, has an app that has unique features like a dressing room: that allows users to create and save different looks by dragging items, they can add and delete items, and select the whole look to add to their shopping carts. The brand also lets its users to share their looks with social networking sites and customize the home page.

63% of the mobile shoppers are estimated to be less than 35 years according to Comm score, and out of that 36% are between the age group 25-34 years, and 22% are below 22 years. Young consumers stay constantly connected to social networking apps, and the retailers are trying to incorporate the social platform along with the mobile shopping experience to keep them engrossed.

With the help of the mobile application technology, fashion brands can now reach target audiences, involve customer engagement, introduce an effective way of promotion, and improve customer relationship and loyalty. Mobile technologies not only facilitate m-commerce but also provide a cross-channel seamless shopping experience.

Smartphones have become more affordable and hence, mobile shopping is turning into a way of life. A survey of 5013 smartphone users in the U.S indicated that more than 75% used their phones for the purpose of shopping, 35% purchased products on their smartphone, and 22% made purchases using mobile apps.