Armani Exchange revealed it has mobile ambitions for its interactive Stylepad feature that recently launched on the retailer's PC Web site.

The Stylepad is meant to engage consumers with the Armani Exchange brand. The company plans to release mobile-ready versions of the Stylepad in time for its fall 2010 campaign.

?We feel that creating a mobile experience is more than just allowing our clients to order from their smartphone,? said Tom Jarrold, chief marketing officer of Armani Exchange, New York. ?It?s an opportunity to be with them at all times, to stay top of mind by building ?their? brand, delivering a compelling brand experience, instant customer service and support of in-store sales. 

?We are currently planning to have the A|X Stylepad viewable on mobile devices for our fall 2010 campaign launch,? he said.

Armani Exchange is an apparel and accessories retailer catering to young, hip consumers.

The Campaign
Currently, the Stylepad functions as the multimedia component of the ?A|X Life? section of the Armani Exchange Web site, and can also be found at http://www.armaniexchange.com/stylepad.

Armani Exchange developed the A|X Stylepad with ecommerce software and video service provider Clikthrough Inc.

The company plans to release versions of the Stylepad compatible with a number of mobile platforms, including the iPad and iPhone, in time for the brand?s Fall 2010 campaign launch.

Here is a screen grab of the Stylepad on the Web site:

When the Stylepad launches, it expands into a nearly-full page display and plays a short video introducing the feature.

Next, it becomes an interactive display that appears much like the front page of a magazine or catalogue.

A pulsing blue circle appears that users can pull across the screen to open the Stylepad, much like they would open a real magazine. 

Here is a screen grab of the Stylepad after it launches:

Users can also browse through the Stylepad by clicking on icons that appear in a banner on the bottom of the display.

The Stylepad?s sections include:

? ?The Story,? where users can click on different areas to learn more information about the campaign

? ?The Models,? which shows video interviews with each of the three models involved in the campaign

? ?The Video,? which includes footage of two models posing for a centerfold photo

?  ?The Style,? featuring interviews with the stylists that worked on the campaign

Additionally, the Stylepad includes two sections labeled ?18+? that features content geared towards older audiences, and one called ?DIY Ad,? where users can design their own Armani Exchange advertisement using and manipulating a variety of stock photos of locations and models.

Here is a screen grab of the ?DIY Ad? section of the Stylepad:

Armani Exchange also plans to dovetail the Stylepad campaign with its other marketing initiatives, including blogging, social networking, YouTube, in-store promotions, SMS marketing and press materials.

?For that reason, this is a powerful tool because it can generate many touch points for the brand,? Mr. Jarrold said.

Connecting with consumers
As mobile technologies continue to improve, campaigns like the Stylepad are becoming the status quo in fashion retail.

?There is an expectation now from consumers, that fashion brands will have an app,? said Scott Michaels, vice president of Atimi Software, Vancouver, BC. ?It is important for competitive reasons to have a sense of urgency on getting an app completed.

?The key is urgency, not rushing,? he said.

When well executed, interactive marketing campaigns like the Stylepad let brands provide content that strengthens their bond with customers.

?This is your opportunity to be even closer to your consumer (or aspirational customer) than ever before,? Mr. Michaels said. ?Let them share, and comment back to you.

"Let them know the back story for the collection and create a more personal connection with the designers,? he said

?Certainly for those brands that see the trending in mobile computing, the numbers are there to warrant the spend to produce a quality application.?

Armani Exchange seems to have this in mind.

?[Our] goal is seamless integration of its various consumer touch points,? Mr. Jarrold said. ?We have continued to promote our mobile site at the store level via handouts and other materials to remind customers that they can shop and experience A|X online and via their smartphone.

?With the A|X Stylepad, Armani Exchange brings together three marketing trends ? exclusive content, online entertainment, and social networking ? in a unique and interesting way,? he said. 

?Like the connection made through mobile marketing, the A|X Stylepad experience is personal, to the point, and allows us to utilize the digital medium to collect response information and evaluate the value of our message.?