Why Fashion Companies are Launching Mobile Apps, Despite the ‘High Barrier of Entry’

Danny Parisi sat down with MG2 Principal Melissa Gonzalez to discuss the benefits of launching a mobile app for fashion brands for Glossy.

“These apps are appealing because they allow brands to own the mobile experience, drive discovery and loyalty — not just conversion, link digital and physical touchpoints, and create community,” said Melissa Gonzalez, a retail strategist and principal at the retail architecture firm MG2. “Apps may include user profiles, saved looks, friend sharing, live chats, Q&As, drop countdowns and loyalty tiers, all tailored for the Gen-Z consumer who values peer influence and identity.”