Fashion brands are rolling out new mobile apps in 2025 even as overall app installs decline. Here's what you need to know:
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Brands including Cult Gaia, Aritzia, Ralph Lauren, Dolce Vita, and marketplaces like OneOff, Beni and Daydream launched or relaunched apps this year, despite global ecommerce app installs falling 14% according to Adjust.
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Experts say brands want to own customer data and loyalty by offering app-only features such as saved looks, friend sharing, live chats, Q&As, drop countdowns, and loyalty tiers tailored to Gen Z, per retail strategist Melissa Gonzalez.
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Engagement remains strong; Adjust reports app session time up 2%, marketplace app retention at 24%, and shopping apps representing more than 75% of all installs in 2025.
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Beni relaunched its app with visual search to stand out in secondhand shopping, while Cult Gaia uses app-only drops and 24-hour early access; app development ranges from $5,000 to over $100,000 depending on complexity.
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AI-powered apps from major names like Julie Bornstein’s Daydream, Phoebe Gates’s Phia, Google’s Doppl, and Hermès-backed OneOff use social feeds and celebrity partnerships such as Emma Chamberlain and Emma Roberts to boost engagement, reaching session times up to 6 minutes.
The data behind brands relaunching mobile apps in 2025
Fashion brands are launching new mobile apps in 2025, aiming for stronger customer insights, better retention, and deeper loyalty despite declining overall downloads. We used Charm data to analyze the brands leading this shift.
Ralph Lauren
Charm Growth Score: 87.90
Charm Success Score: 99.91
Fastest-Growing Channel: Facebook
Ralph Lauren offers clothing, accessories, and home pieces for men, women, and children. The brand provides an online shopping experience with options for account holders such as free shipping and returns.
CULT GAIA
Charm Growth Score: 82.29
Charm Success Score: 99.41
Fastest-Growing Channel: Instagram
Cult Gaia creates women’s clothing and accessories with a focus on distinctive, long-lasting design. Shoppers can join the brand’s email or text list for added benefits.
Dolce Vita
Charm Growth Score: 79.73
Charm Success Score: 99.53
Fastest-Growing Channel: Facebook
Dolce Vita offers a range of sandals, sneakers, boots, heels, and accessories, featuring styles that reflect the brand’s modern, fashion-forward approach.
Aritzia
Charm Growth Score: 72.80
Charm Success Score: 79.77
Fastest-Growing Channel: Instagram
Aritzia features a selection of women’s clothing and accessories, including outerwear, knitwear, dresses, and other everyday essentials.
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Here’s how the sales played out:
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🏆 Top Shop: QVC led the way with its cross-category success.
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