The Reiss app was launched recently, a delay which was probably due to the designers planning how they could make this app truly exceptional. Needless to say, they've done a fantastic job. The app is transactional, easy, sophisticated and simple. What more could a consumer ask for?!
The menu screen loads to display a vertical list of blocked options, beginning with shopping areas, moving through promotional imagery to the blog space. The colours are neutral and modern, and reflect the brands sophisticated personality.
The app caters for Reiss's male and female clientele; a simple feature that many apps have yet to integrate. The user can select to enter the women's or men's collection area to browse.
The clothes are listed vertically, displaying their product name, a small description and a price, to offer the most useful information to the consumer on first look. It is perhaps a neater way of allowing the consumer to browse efficiently, rather than the user having to click each item they like in order to then find how much it may cost.
After selecting the product they prefer, the user is taken to the product page. They are here offered a large image of the product, with a description. On first appearance, it looks as though the product is going to lack any information concerning it's fit and fabric, yet after a short inspection, this information can be found tucked away behind the 'buy' button. In terms of interactive viewing functions, the app offers a front, back and modelled view of the product via a scroll to the right or left. By tapping the product, the text moves away to display a full page view of the garment, which can then be zoomed and enlarged by the user. This seems to be ticking all of the boxes so far...
Additionally, a help button is placed at the bottom of the page, that offers the concerned consumer advice as to delivery, returns, contact numbers, as well as terms and conditions. As I mentioned in my previous post about Mango, this sort of information is truly necessary, as you must assume that the consumer is buying from you for the first time. I know from my own experiences that I will only buy if I am aware of the returns procedure, and I'm sure I'm not alone in this.
When the user chooses to 'Buy' the item, as I mentioned previously, the screen displays extra product information, and the ability to choose the size and colour. The user can also choose to share the item with social networks and add the product to their bag. I guess having the information tucked away in this area maintains a clean and simple format to the garment page, yet I'm sure that some customers would not find the information on first use. Yet, that is the chance you have to take for sleek design. I happen to love it.
The second feature on the app is the Lookbook promotional area.
Here the user can view both the men's and women's 'Mainline' and '1971' ranges. The Lookbook consists of promotional catwalk images of the clothing ranges, and the feature that I love - the products modelled can be bought directly from the image. As the user is scrolling horizontally through each image individually, they have the option to 'Buy' the products. Perfect.
The app has also integrated a convenient sale section, again separated into both women's and menswear.
The store locator allows the user to find the nearest Reiss stores, separated into the 'nearest stores' and 'all stores'. The nearest stores area operates using GPS; yet only if the user allows the app to access their location.
The SS11 Campaign feature is again split into men's and womenswear campaign imagery. Here, the most stunning and elegant imagery, shot for Reiss's latest promotional campaigns, are displayed for inspiration. These images are strictly for this purpose, and not necessarily for linking to purchase. The user scrolls horizontally through each image.
At the bottom of the main menu, the user can find the Reiss blog. Stylishly presented, the Blog epitomises the Reiss persona. Very modern, slick and simple. Each blog post is placed above the next in a rectangular banner that displays it's date and first blog line, encouraging the user to read more. After selection, the blog post opens to a full screen, and the user can scroll down the page to view more. The blog is maintained and updated every other day or so, and includes well-photographed, colourful, behind the scenes imagery and information. Of all the retail blogs I have seen, this really utilises rich information and imagery professionally and effectively.
Overall, the app ticks a lot of boxes. It is transactional and has utilised a few interactive product viewing functions. It also uses a few quick buy options such as the ability to purchase items from the lookbook and the ease of use of the ordinary purchasing pages. It has also integrated a sleek and stylish blog filled with an abundance of beautiful photographs and information. With the lookbook and campaign imagery, they are promoting their products from every angle, and it is definitely working. For this reason, I am awarding the app an undoubted 4.5 out of 5.
All images screenshot from the Reiss app, July 2011.