Rosemary Mac Cabe

Hemlines, heels and haute couture – your daily dose

H&M? Oh, sure, there’s an app for that

It was only a matter of time, wasn’t it? There are plenty of ways to get your fashion fix on your smartphone, from Style.com‘s app (runway photos for every show you could imagine) to Diane von Furstenberg‘s app (I’ll have …

Wed, Sep 1, 2010, 12:30

   

It was only a matter of time, wasn’t it? There are plenty of ways to get your fashion fix on your smartphone, from Style.com‘s app (runway photos for every show you could imagine) to Diane von Furstenberg‘s app (I’ll have one of those, and one of those . . .) and now, ahead of the launch of H&M‘s e-commerce site, the Swedish high-street giant has got in on the act.

There’s not all that much to the app at the moment, and I say that without having gone into the Irish stores to see if their “what’s in stores now” actually correlates to our high street. (A recent trip to London, as an aside, showed me that the “foreign” stores get much better stock than we do – and by better I mean more high-fashion, more professional but very cool. I wonder is it because, in Ireland, H&M is mostly frequented by the 15-25 age group?)

As you can see, there is a really nice interface – it’s smooth and intuitive, and what’s particularly great (although this may be the nerdy fashion journalist in me talking) is its “Find a Store” function, where you can locate your nearest store, view its opening hours and, at the mere touch of a screen, find a phone number for it. HANDY.

You can also shop what’s new – see above – although I am wondering if those are the Irish euro prices or the European euro prices, which have been known to vary (just slightly).

Where this app will really come into its own is when H&M shopping goes online and, at the touch of your smartphone screen, you’ll be able to purchase items and have them delivered directly from the app. Clever and dangerous. It may take a few weeks to roll it out – and, to be fair, H&M might not be planning it at all, although it would be a missed opportunity if not – but it should be worth the wait.

And then, because H&M is getting soooo technological, I’ll leave you with this lyrical masterpiece. (Just don’t dwell too much on the message of the music video.)

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