Fast fashion etailer In The Style launches new app

Fast growing, fast fashion etailer In The Style has launched a new iOS shopping app in response to a period of strong growth.

In The Style was launched in 2013 and has largely been built on the back of social media and leveraging celebrity trends. It specialises in fashion for 16 to 24-year-old women and its collections also include specialist Premium and Curve lines.

Its new app has been based on the Poq app commerce platform. "With so much of our traffic on mobile and our customers so highly engaged with social media it made sense to enhance the customer experience by improving our offering with our app," said In The Stye head of ecommerce Finn Christo.

Poq is a SaaS (Software as a Service) platform that enables retailers to create fully customised apps "in record time" and other retailers to use the platform include House of Fraser and interiors etailer Made.com.

"We chose Poq having seen their proven success in our industry," said Finn, "We also really liked their Software as a Service model, which means we'll keep up to date with technology developments whilst also offering our customers an optimal experience."

Øyvind Henriksen, CEO and co-counder of Poq added: "In The Style grew quickly by pinpointing consumer trends and offering products and a way to shop that met these needs. Launching an app is another way to give the brand's loyal following a way to engage and shop with ease.

"Having seen excellent results via social media engagement, the audience is primed for an app. We're looking forward to seeing where the new app will take them."

The In The Style app is now available to download from The App Store.