Mercedes Benz New York Fashion Week, will be in full swing in less than a week. For this Fashionista the digital age controls my life. I am a women who Mac’s. The Fashion magazine Elle has announced that they will launch its first phone and tablet apps this spring, as the title comes under the ownership of US media giant Hearst. Perfect for gurls who MAC.
Elle published under license outside France, the women’s lifestyle and fashion title is diving in to its digital strategy for the UK this Spring. It will launch an Elle Collections iPad ’taster’ at the end of February, followed by iPhone and Android apps in March, according to Anna Jones, digital and strategy director at publisher Hachette Filipacchi. Just in time for Valentine’s Day, rumur has it that the new I-Pad will launch just in time as well.
Both apps will be free of charge. Elle will offer readers free apps supported by mobile ad specialist YOC Group. Hachette Filipacchi saw “surprising growth” in inventory sales for its Elle UK Horoscopes iPhone app, which launched last year in March. I have to admit this will make covering fashion easier and traveling more fun.
The ELLE app will feature exclusive content across news, horoscopes, fashion, star style and beauty channels. The iPad app, based on the existing trends and catwalk bi-annual print edition Elle Collections, will test functionality and interactivity. I love it because Elle is one of my favorite glossy’s now I can carry it every where with me.
“Some publishers have got it wrong when it comes to the iPad,” said Jones. “Some apps are so complex you almost need a manual to use them, while others are just page turners, which totally defeats the object of being on the iPad. We’re content to test functionality and interactivity.”