LAB LUXURY and RETAIL ® : MARKETING & COMMUNICATION : Retail - Expérience Client - Luxe - Digital in Store - Future of Retail - Commerce Connecté - Omnicanal - Social Marketing - Influence - Réseaux Sociaux -Transformation Digitale

Smart watches, Google Glass, mobile applications and geolocation capabilities led consumers through department stores, cities and fashion shows this year. Mobile devices are changing the way luxury marketers reach consumers, especially as young, affluent individuals engage more frequently with brands.

French fashion house Chanel is attracting consumer attention for its fall handbags with an interactive mobile advertisement on New York magazine’s The Cut blog.

Beyond serving as a channel for commerce, mobile allows brands to engage with consumers anywhere, providing advice and entertainment. As much as technology is changing shopping, when retailers plan their digital strategies, it is wise to think of how it fits into the larger customer shopping experience.

German automaker Porsche is pushing its Porsche Motorsports mobile application just in time for the 24 Hours of Le Mans race June 14.