E-commerce site of all kinds have a new focus: mobile. One need only look at a few stats to see why. For instance, according to a report by Mobify, mobile web adoption is growing eight times faster than web adoption did in the 1990s; mobile traffic now accounts for 15% of all web traffic; 90% of people move between devices to accomplish things; U.S. mobile commerce sales hit $24.66 billion in 2012, up 81% from 2011; and 58% of consumers in North America now own a smartphone. Mobile commerce has become especially important for fashion retailers.
The way we look through new fashion collections is pretty heavily dictated by the brands putting them out--that is to say, it's not really representative of the way people typically wear clothes. Rather than wear the same season by the same designer head to toe (unless we're Anna Dello Russo), we mix and match. As do editors and stylists. A new app makes it a lot easier to do that mixing and matching--and all you need is an iPhone.