Introduction
Today, to buy something, people do not have to go to the store and do not even need to visit the online store website. It is enough to download the application and make a purchase. For these reasons, online shopping is rapidly gaining popularity. A smartphone for the buyer is both a consultant seller and a discount expert if it has the correct apps installed. Two applications were selected for the analysis – ROMWE Daily Outfit Fashion and Fashion Nova. They are quite popular but have several significant differences that will help assess the fashion market’s diversity in mobile applications. The brand’s popularity and profit are provided not just by clothing but also by its presentation, concept, and care for customers, which users can feel and appreciate, thanks to mobile applications.
The interface convenience
In an excellent mobile application, the design should work for the benefit of the resource owner. It should be attractive and contribute to targeted actions, which, in the case of shopping apps, mean a purchase. It should be clear, keep the attention and provide the necessary information to the user. Maintaining a balance of creativity and practicality will be an added advantage for the shopping application.
ROMWE The Daily Outfit Fashion features an extremely convenient, understandable, and attractive menu. The home page immediately offers the division of goods into female and male. Moreover, the user can quickly choose the category of clothing he or she needs. It is also worth noting that after picking such a category, the buyer sees additional functionality for filtering the product by size style, and so on. There is an option to change the page appearance; it can be in the form of a list or a table. If customers return to the home page and scroll below, the application will show current discounts and popular products with more creative categories by prints.
Fashion Nova is not so clear to use as the previous app. The home page is filled with various offers, however, due to the small font, the understanding that it represents division into categories comes only in a few moments. A significant advantage of the application is the option of communication with the administration and information about the possibility of returning the goods on the home page. Moreover, the app provides an item tracking function. When looking for the right clothes, users will also face some delays. For example, by choosing the category of “dresses,” the buyer cannot immediately see the entire assortment, but must also select the type of dress. This feature is convenient for those who know exactly what they are looking for, but customers who have not decided on a choice can be annoyed.
Target Audience
Identifying the right target audience helps brands properly and efficiently spend advertising budget, increase sales, and achieve popularity. For example, ROMWE aims to adapt fashion trends for everyday use. An assortment of clothes, as well as goods in the decor category, speaks of orientation towards young people, with an athletic figure. Plus size clothing has a minimal assortment, and this category is hidden in additional menus. Moreover, the clothes are designed for a person of average height, and there is a risk that they will not fit tall ones. Thus, the application has a limited target audience, not precisely indicated, which can lead to negative user feedback.
The Fashion Nova brand encourages all possible appearance types and shows that a woman can feel sexy with any size, skin color, and at any age. This emphasis on tolerance and body positivism highlights the application among others and can bring it significant popularity. It conducts a dialogue with an audience that is usually ignored by other fashion brands – and receives an instant response in the form of a growing turnover. Unlike most, the variety for the brand is not a marketing move and not a forced trend, but a real concept.
Customers’ security
Considering the growing popularity of such applications, it is essential to assess risks and imagine how well-protected customer data is adequate. The importance of the safety of retail mobile apps is challenging to overestimate because they operate with payment data, the leakage of which can cause enormous financial damage to users and reputational to the brand. Both applications offer different payment methods, and users can choose any convenient. When analyzing the reviews from buyers, no complaints about fraud were found. Moreover, in the applications, there is the ability to return the goods and the support service. However, in Fashion Nova, they are noticeable, and for ROMWE, customers need to look for them.
Conclusion
The modern world requires different spheres of activity to follow trends and use technology. So, mobile applications are becoming powerful tools for selling services and various products. In the paper, two apps developed for shopping were analyzed and compared. ROMWE Daily Outfit Fashion and Fashion Nova have several advantages and disadvantages to each other. The interface designed for ROMWE is much better and more convenient, but Fashion Nova has a broad target audience and an attractive concept. With this, they demonstrate the importance of a well-thought-out brand marketing plan and its correct implementation.