Multi-Brand Apps Gain Ground in Fashion

When it comes to apps, the more brands, the better. The lone fashion brand fighting for coveted real estate on a consumer’s smartphone or tablet is losing out to apps that give shoppers a path to multiple labels — and the stakes are high, since apps serve as the venue of choice for a company’s top consumers, according to many who already have established app presences. Nielsen reported 89 percent of time spent on mobile is through an app and Goldman Sachs predicts in three years’ time, mobile will make up almost half of all e-commerce sales. Mobile sales grew 36 percent last year to about $49 billion, according to Adobe Digital Index. But while mobile is the fastest-growing commerce channel, many brands still don’t have a clue what kind of app experience — if any at all — is best suited to their brand. The consensus is that multibranded apps — including retailers, marketplaces and aggregators — already have a leg up on monobrand ones. “Single-branded apps are a really hard sell,” said Maribel Lopez, founder and chief executive officer of Lopez Research. “If you’re going to do a single-branded app, you have to ask what people are going to do with it

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