The New York based label has created the invitation-only 'Herrera Style' app to allow clients to shop and interact with sales assistants on an individual basis, as well as receive style advice, invitations to the brand's exclusive events and priority over buying new pieces.
Carolina Herrera's president, Caroline Brown, insists the purpose of the exclusive app is to provide better customer service to clients and is not just a means to drive the brand's sales.
She explained: "We know that the sales associates are communicating with their customers on mobile devices. 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."
Carolina Herrera - who founded the eponymous label in 1980 - is set to begin test-driving the app today(14.08.14), although it will not be made available to the public until later this month, reports WWD.
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