The Benetton Group has launched its the new spring/summer 2012 collections with an expanded, updated range of apps for new generation smartphones and tablets. There are apps for each of the group's brands – United Colors of Benetton, Sisley and Playlife – and an iPad app dedicated to Benetton Group's corporate communications.
The group's communications strategy is now aimed at focusing more on new media and the digital and mobile worlds. Part of that effort has been making apps available for the iPhone, iPad, Android, Blackberry and, soon, Windows 7.
There are already 13 new applications on the market with many more in the pipeline. All three of the brands' apps offer features that enable sharing favorite looks, having access to song playlists, finding stores at which to buy the latest collections and getting constant news updates.
Mobile shopping is not yet possible through these devices, although development is in progress.