The success of mobile both reflects and drives the current generation of young consumers? interest in sharing everything from selfies and their favorite new song to renting out a room on Airbnb or letting friends know about how their savings on a recent purchase. The racy photographs and ads which A&F and Axe were previously known for do not carry as much stock with these consumers, which is why these brands must push the enveloped on mobile if they are to remain relevant.

 

?Mobile presents a unique opportunity for brands to reach a new audience or demographic,? said Dirk Rients, founder/CEO of Mobile Ventures. ?The challenge is delivering the right content to change perception of the brand.

 

?Mobile can play a significant role but I don't think the channel alone will make or break their turnaround efforts,? he said.

 

?Axe is being more aggressive with their efforts to change people's perception of the brand. A&F is simply altering their marketing and catalog photography to be less sexual.?

 

Axe has been busily embracing mobile since it launched its new range, Axe White Label, late last year. The premium men?s grooming line is available in four scents billed as ?sophisticated? by the brand. 

To drive awareness and engagement for the brand, Axe has been ramping up on mobile advertising and the mobile Web.

 

Banner ads for White Label?s body washes show up in the Huffington Post mobile news feed. Tapping on the ad brings up a full-screen image of the products and the option to tap to watch a video or to tap to learn more about the products.

 

The video depicts a landscape artist diving off a cliff and ends with the tagline, ?How you feels says it all.?

 

The imagery is clean, showcasing the experience of using the products without suggesting that the product will make users more successful at attracting women.

 

With young consumers getting much of their news from mobile devices, advertising on Huffingtpon Post makes sense for Axe.

 

Additionally, these users are looking for quick, entertaining content, which the video attempts to deliver.

 

Axe has also launched a mobile-optimized Web site for White Label, where it is showcasing a new showcase with Esquire to give aspiring menswear designers a chance to showcase their original work during New York Fashion Week this fall. The efforts reflects how mobile and social can help a brand build a community of loyal customers.

 

The designers will join the Axe White Label Collective, a mentorship program for musicians and designers. The designers will receive design and style mentorship sessions with musician John Legend, menswear designer Billy Reid and Esquire fashion director Nick Sullivan.

 

To enter designers can visit the mobile-optimized Web site,www.axewhitelabel.com, to submit a video and photos.

Adding value?
Axe White Label is also active on Twitter, Facebook and Tumblr.

For example, a recent Vine posted on Twitter shows a young man on his couch, which converts into a bathtub as a plastic bottle turns into a toy boat. The tagline is: Bathroom bottles can be recycled into amazing things. 

The post also includes the hashtag #ReimagineThat.

The Vine video is entertaining and funny, something mobile users are looking for in content.

?With mobile, brands have the opportunity to foster loyalty and make a real emotional connections with its younger audience,? said Guillaume Lelait, general manager at Fetch, San

Francisco.?Members of the millennial generation are the most active mobile users in the world, their devices have become almost an extension of their personality.

 

?They expect to be constantly connected to interesting content and this offers brands a unique opportunity to engage at any point throughout the day,? he said. ?Mobile shoppers typically have less time and space to browse, and are therefore more likely to return to brands they trust, this is where developing a sophisticated mobile strategy comes to fruition.

 

?Brands with apps are vying for increasingly competitive homepage real estate, and marketers cannot expect good retention rates unless their mobile proposition ads real value to a young user. Whether this means providing compelling messaging on social media or offering meaningful in-app content, marketers need to give users a reason to engage by keeping it relevant and non-intrusive.?

 

Finding a new identity
?Abercrombie, whose same-store sales have been in decline for several years, recently said it will stop using ?sexualized marketing? as well as shirtless models at store openings and events. 

 

The challenge for the retailer will be coming up with a new identity that resonates with young consumers. Mobile will be critical to delivering that identity and insuring it resonates. 

 

The retailer has been trying to keep up with other teen-oriented retailers by building a well-rounded app with a focus on music and style-related content. 

 

The app includes The A&F Playlist, where users can discover new songs and mixes, as well as Style Quiz, where they find the right look. It also includes a loyalty program.

 

By leveraging responsive Web design, Abercrombie is able to deliver its content across multiple channels. However, responsive design does not always present the best experience on mobile as these sites can be slow (see story). 

 

?Abercrombie and Fitch have moved away from their ?beefcake? image and are focusing on the student demographic,? Mr. Lelait said. ?Their app offers a mobile loyalty program which is sure to resonate with a cash conscious younger audience. It also adds value by including style quizzes and in-app playlists.

 

?Mobile users have a limited number of apps that they use regularly, rewarding people for returning to the in-app experience is only going to increase the chances of retention,? he said. ?The branding is consistent across the app and mobile-first social networks like Facebook and Instagram.

 

?They use visually rich content that is effective especially when targeting younger audiences. Millennials are glued to their devices more than any other demographic and this is a good example of the bran leveraging mobile to hammer home the rebranding message.?