Strong brands can make new money
A beautiful London brand valued the importance of omnipresence in the right way and became one of the innovators of the retail industry. Not enough stores followed this example yet, in spite of the good results in reading and client appreciation. They even make money on the publishing!
The famous Harrods warehouse publishes a free digital brochure promoting their collection of high-end products in an iPad showcase, with payed advertising as a part of their model. Thirty-six sheets (add 14 ads) that, after breaking down, give a good insight of the money-making parts of the company.
The case shows that a strong brand is very feasible as a publisher and is able to attract advertisers that bring in more than the production costs of the app. This might not be the reason for starting the project, bur a very interesting side of the case for beautiful brands that have not stepped up to the next channel yet.
But what a true insult on my part to call this a 'brochure': this is a celebration of luxury. Through minimalism, good photography, film, thorough writing and good UI-choices.
Finding a pearl like this makes the time consuming search for apps for this blog worth while. It even has a event-calendar and a true game, especially created for the target group: playing with designer sneakers!
OK, the total doesn't go very deep, it would have benefit from more storytelling and authenticity, about the brands shown for instance, but overall a good thumb up for Harrods.