Van Cleef & Arpels’ Luxury App for the iPhone

Isaac Mostovicz writes that Van Cleef & Arpels has provided a walk to remember...

More and more luxury companies are creating mobile phone applications to sell their wares and expose their brand–Tiffany & Co. just released their engagement ring finder iPhone app earlier this month, joining Chanel, Net-a-Porter, and many others. Van Cleef & Arpels has also joined the fray, but their app is different from other apps I’ve seen.

Their app, A Day in Paris (the newest version of which just came out this week), doesn’t directly sell Van Cleef & Arpels jewellery — it provides users with “a variety of poetic strolls to guide you in Paris … revealing the most poetic places chosen by the private Van Cleef & Arpels’ blogger community”. The app also has “a new thematic menu to browse the categories of poetic places: arts & culture, gastronomy, shopping, poetic places” and encourages users  “to discover [Paris’s] selective and poetic places and share those magical places with their Foursquare contacts and of course on Facebook if they so choose.”

Providing a positive experience affiliated with the brand (but not directly selling to consumers) is an interesting strategy, and I believe that it sets Van Cleef & Arpels apart. Have a look at the app in action here:

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