Here’s the press release we just received from Donna Karan:
“With me, it’s never just about the clothes. It’s about a lifestyle and commonality that I share with my consumer. This iPhone application is the modern evolution of the time I spend with my customers in the dressing room. Only now I can reach a world of women immediately, speaking woman to woman about clothes, objects of desire and personal passions. There is nothing faster, more mobile or more advanced in communication today.”- Donna Karan
NEW YORK, Aug. 7 /PRNewswire/ — The Donna Karan iPhone application was designed in partnership with Atimi Software Inc. and launched today to coincide with her Fall 2009 Collection delivery. In this new unique vehicle of woman to woman communication, Karan talks fashion and personal passions. In addition to a made-for-consumer video where she discusses her Fall 2009 Collection, Karan shares everything from items she loves and chats with friends, to her recent vacation photos from Africa. iPhone users can call it up starting today.
This personal approach to an iPhone application is indeed rare, as is even the fashion connection. To date, the medium has only a small handful of designer sites. Yet none of those sites have the individual voice and conversational allure that Karan offers.
“The design method applied to the iPhone application was to truly allow Donna Karan to connect with her clients in as personal a way as possible,” said Scott Michaels, Atimi Vice President, developers of the iPhone application. “Every aspect was held up to the light to ensure it met the design objectives and had the level of polish and quality that is inherent in the Donna Karan brand.”
Karan’s iPhone content is truly unique, from both a brand and sales perspective. This will be the first site to feature an in-dept fashion video called “System of Dressing” where Karan discusses the strategy and the how-tos of maximizing the flexibility of the clothes. Further, the application will be the first to invite a consumer to create a wish list of items, with the option to forward to a personal shopper for the ultimate “Shop on the Go” experience.
Then there’s Donna’s Journal, where new content is added weekly. This is where Karan shares her thoughts and passions of her brand and life of the moment, giving Donna Karan loyalists the ability to connect with Donna beyond the runway.
Regularly updated sections include:
* Love, Love, Love
Two highlighted must-haves, one from the Donna Karan Lifestyle, be it
a piece of clothing, a handbag, innovative hosiery or home item, and
then something more personal to Karan, such as her favorite book on
nutrition or a must-see exhibit.
* People Who Inspire
This section highlights an inspiring force in Karan’s life, whether a
creative collaborator, an independent artist or even a yogi or
spiritual leader. The launch feature is pianist Eric Lewis who,
performed at Karan’s Fall 2009 fashion show.
* Ask Donna
A Q&A opportunity with Karan for clients and fans to email burning
questions, be it about the clothes or anything else that comes to
* DK Talk
A Proust-like questionnaire interview between Donna and someone she
knows and/or admires. The launch subject is Iman.
* DK Travel
A section that includes pictures and captions from Karan’s recent
travels. The launch features her recent trip to Africa.
Since the inception of her company in 1985, Karan has always enjoyed a strong, personal connection with her consumer. They look to her for advice and have expressed avid interest in her passions of the moment. The bond began in dressing rooms, where Karan helped women dress more confidently. As the company grew, communication spilled over to an exclusive publication called Woman to Woman, distributed by various targeted mailing lists. The iPhone application is Karan’s natural progression in her desire to keep the dialogue going.
About Donna Karan International:
Donna Karan International is one of the world’s leading fashion design houses. It designs, markets and distributes collections of women’s and men’s apparel, sportswear, accessories and shoes under the Donna Karan and DKNY brand names. The Company has selectively granted licenses for the manufacture and distribution of beauty and beauty related products, jeanswear, activewear, men’s furnishings, hosiery, intimate apparel, coats, children’s apparel and home. Since November 2001, Donna Karan International has been part of LVMH Moet Hennessy Louis Vuitton, the world’s leading luxury goods group.
About Atimi Software Inc.
Atimi Software Inc. is a cross-platform development company that specializes in Macintosh applications, porting applications from Windows to the Macintosh, and mobile application development for the new generation of smartphones. As a pure services company, Atimi handles high-value intellectual property for some of the largest technology companies in the world. Atimi’s processes ensure their clients reach their projected targets reliably and efficiently, allowing them to focus on building strong, lasting relationships with their own customers. For more information, visit www.atimi.com.
Alex has written for Vanity Fair, Barrons, Bloomberg and Condé Nast Traveler.