Chanel connects with luxury consumers via mobile

Luxury brand Chanel is staying connected to its customers through an initiative that makes the mobile channel quite fashionable. The Chanel Ready-to-Wear Cruise 2009-2010 application lets users get the latest news about the brand and find a boutique near them.

“Luxury brands, particularly designer labels, have been earlier than some of their more mainstream retail counterparts to embrace the mobile channel,” said Mack McKelvey, vice president of marketing for Millennial Media, Baltimore, MD. “There is a world of opportunity in mobile for fashion and other luxury brands, as they are focused on appealing to consumers on an individual level.

In addition to this blog post, I can say Siruna has made a demo for Ici Paris XL. Try it on your mobile!