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Fashion site upgrades to deliver rich media on mobile devices

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Young fashion fans on the move can now enjoy rich media video and images when accessing the app on their mobile devices, thanks to an investment in a new Adobe Scene7 platform. The fashion player is thought to be the first in the online clothing sector to offer such mobile functionality. launched its iPhone and iPad shopping app in April 2010, enabling mobile visitors to browse and shop its entire fashion collection while on the go. Through Adobe Scene7, the app allows visitors to zoom in to view intricate details on the main product images, and opt for alternate views, as well as watch full screen videos. Since April, the app has been downloaded over 50,000 times says Very, which is part of the Shop Direct Group.

Shop Direct also plans to leverage Adobe Scene7 to launch two mobile-optimised ecommerce websites during 2011. The company also operates,, and

Neal Preece, ecommerce development director at the Shop Direct Group said: “The app is part of our multichannel strategy to make all products and content available on any device and any browser.” He added: “We know that customers who watch product videos on our ecommerce sites tend to make a more considered purchase, and we wanted to replicate the same, detailed customer experience on the mobile app.” currently offers more than 1,800 product videos on its e-commerce website, which are now all accessible on its iPad and iPhone app. Adobe Scene7 allows mobile shoppers to easily select items to zoom in on for extra detail using a pinch and zoom touchscreen feature, and to examine alternate views and video clips, helping them make a more informed purchase.

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