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Carolina Herrera launches invitation-only app

'Herrera Style' aims to improve customer service

By Andrea Tim | Published: 15 Aug 2014

Carolina Herrera app
Photo: Frazer Harrison/Getty Images

Carolina Herrera is diving into the digital world with Herrera Style, an exclusive app made available only to Carolina Herrera's top clients. The app allows the brand's sales assistants to communicate with customers individually, in order to better understand the customer's needs and style.

According to the fashion label's president, Caroline Brown, Herrera Style is not just geared towards immediate growth and sales.

"We know that the sales associates are communicating with their customers on mobile devices. It's a given with how they do business now," Caroline said. "We do believe there will be incremental growth, but it's about better servicing the customer. If we do that, there is an incremental effect."

King and Partners is responsible for providing its Iras Style Concierge software to Carolina Herrera. The digital agency's founder, Tom King said brands can use apps such as these to "measure the success of sales associates."

The Herrera Style app will launch later this month.

Related: The app that knows your beauty cupboard more than you do
Related: Carolina Herrera Autumn Winter 2014


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