Pink by Victoria’s Secret is the brand’s in-house line of lingerie and loungewear designed for younger women and teenaged girls. The Pink Nation app is a way for users to connect to the Pink line and to access content, games, and promotions all designed specifically for the community.
The Pink Nation app features full ecommerce functionality, allowing users to shop not only the Pink brand but the main Victoria’s Secret and Victoria Sport brands as well. It also features a handful of fun interactive elements like weather updates featuring the Pink mascot, a fashion fortune that divines an outfit based on a specific occasion, as well as stickers for iOS 10 and interactive polls. The app offers much more than a simple shopping experience. It seeks to create a connected community of Pink fans, a community that ideally checks in with the app at least once per day.
True to the Pink brand, the app design is playful, bold, loud, and most definitely pink. The app is designed with a mostly black background, though most images are positioned against white, which keeps the design from being overly weighed-down by dark hues. Product and model imagery is large and liberally used throughout the app. Typography is bold and black, while accents and iconography are done in the brand’s trademark hot pink.
The app offers an engaging community experience for users who feel an affinity for the pink brand. It proves that retailers have opportunities to do more than simply replicate their ecommerce experiences in the form of an app.
Pink Nation is a bold app design in the fashion & beauty industry.