With mobile commerce on everyones mind, we set out to outline mobile usability practices in the fashion retail industry and what they mean to mid-market fashion retailers. The study examines the challenges and opportunities that 10 fashion retail apps are facing in the mobile shopping space.
A team of mobile experts from different disciplines including strategy, design, UX architecture, technical engineering, and marketing, examined the mobile apps of 10 leading mid-market fashion retailers and tested them in various use cases. Each app was then rated against a vigorous set of predetermined criteria, essential to the fashion retail mobile space, and ranked from 1 to 10 based on the qualitative and quantitative data collected.
This report aims to provide recommendations for fashion retailers to truly harness the potential of connecting with customers through a mobile app. From the research and data collected, the main areas of opportunity identified for brands were the integration of social media, customer service, in-store experiences, and loyalty programs in their mobile apps.