24.6.11

Pull and Bear - Aspiration at its most Aspirational



When I first saw this app, I was utterly delighted. It was clear, it was simple, it had so many things to look at, I felt like I was in some sort of mobile maze. The app starts off with a menu screen. You can navigate to a men's section, women's, view the latest campaign imagery or view the shop locations. 


The campaign section enables the user to view the latest Pull and Bear advertisements and marketing imagery. Unlike many other apps, the brand have laid out their images in rectangular blocks, neatly side by side, so that the screen is entirely filled by beautiful aspirational images. The user can select which image they like to view a larger size. 


By opting to enter the women's section from the main screen, you can look at the latest news - the newest garments to come in-store, view a showroom of categorised garments, view the weekly looks and finally check out promotional imagery of the latest shopping. The app is attempting to cover all aspects for the user, allowing them to view every new garment, in situ, in styles and in categories. 


The news section navigates the user to a page of all of the newest garments and products. Here the user can scroll through and check out what is new in-store. Unfortunately, this section can be slightly 'buggy' due to holding so many images of a high quality, and often freezes after an item is selected. Yet, somehow it still hasn't put me off. 


By choosing to view the showroom, the user is taken this time to a list of garment categories, each filled with the latest products. The user can view the latest dresses, jewellery or knitwear, again neatly laid out in neat, tightly fitted blocks, so that no space on the screen is unoccupied.


By opting to view 'Looks,' the user can view a page of modelled garments, styled to create the Pull and Bear image, and acting as style advice for the user. It is a really nice touch and provides more of a personality for the brand. 


By choosing to view the 'Weekly Looks,' Pull and Bear have offered a page of styled garments and accessories. Each of the pages looks like something you would see on Polyvore, a mixture of styled garments, placed together in a way that incentivises the user to buy more to create the outfit. It is a really cute idea and offers styling advice in a simple yet extremely effective manner.


By finally choosing to view the 'Latest Shopping', the user is taken to a page of product imagery. Here the user is shown photographs of the Pull and Bear garments in realistic locations, with models that appear to have been snapped on the street. Pull and Bear have often used this technique for their marketing campaigns, photographing realistic models in everyday or aspirational locations to create a story almost. Again, the user is able to truly envisage the Pull and Bear lifestyle. 


Overall, this app, similar to their website, is just gorgeous. There is so much imagery, it is difficult to get bored. However, it is still non-transactional, again the same as their website, and after viewing this app and shopping all of the garments, you will realise why this is such a shame... I want to buy everything! Being shown every garment, then teased with images of how they may look on, walking down a shopping street, or in the countryside, it seems almost mean that they have got you so excited about buying, and then take it away from you.

Also, the app, although it offers you an insight into their stores, and what they sell, it does not offer much more about the actual brand. There is no blog, (something that they incorporate very well into their website), there is no social media feature and there are no behind the scenes or events videos. All of these things could really highlight the brands personality and paint a better picture of who exactly Pull and Bear truly is, for the unknowing consumer. Pull and Bear is such an aspirational brand, competing with the likes of Hollister and Abercrombie and Fitch. Check out this video of their S/S 2011 campaign if you don't believe me.






If this app was transactional,  and incorporated a few more social features, it would be just exceptional. Their use of product imagery and promotional imagery is spot on, it is just lacking something...

With this in mind, I award the Pull and Bear app with a 4 out of 5, and this comes with a massive recommendation to download it as soon as you can.

All images screenshot from the Pull and Bear app, June 2011

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