Carolina Herrera Launches an Application

Carolina Herrera’s has been serving her clients generously over the years with exquisite pieces and now the clients have a new way to shop their favorite brand as of today: with the Herrera Style app. The application will offer a service where sales assistants can interact with customers, by offering advice on new looks, invite them to exclusive brand events and allow them to shop new items first. “We know that the sales associates are communicating with their customers on mobile devices,” Caroline Brown, president of Carolina Herrera, said. “It’s a given with how they do business now. The purpose of this tool is not just about immediate growth and sales. 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.” The app will utilize digital agency King & Partner’s Iras Style Concierge software, which is vital when connecting with clients. “Brands now have the ability to see into the sales associates’ little black book. They get to see what was sent to whom and when and track the purchase of these items. Brands can measure the success of sales associates,” King told WWD. “Every brand has a top tier of clients,” he said. “It should be part of the tool kit that digital brands have to assess and see how they want to use it.”