What Happened
Mobile shopping app Spring has struck a partnership to help it sell fashion items in an unusual place – Kim Kardashian’s popular mobile game. Starting Monday, users can get designer clothes sold by Spring to dress up their avatars from an in-app virtual boutique, which also features link-outs to nudge users to download the Spring app and buy the actual items for themselves. Currently, the in-app store features products from 12 fashion brands, including Derek Lam, Opening Ceremony, Jennifer Fisher, Modern Citizen, and Clare Vivier.
What Brands Need To Do
This integration allows the game’s tens of millions of users to view and purchase items on Spring, which should add considerable exposure for Spring’s ecommerce platform. For retailers and fashion brands, using a popular game app as a trojan horse to get your products on consumer’s mobile screen can be a good strategy for increasing brand awareness and capturing mobile shoppers. Brands looking to conquer the mobile commerce space should try exploring similar partnerships if they can find a compatible app to partner with.
Source: Digiday