W is testing the iOS app market ahead of the release of the iPad version of its magazine, due to launch in the first half of 2012.
The Conde Nast-owned fashion and lifestyle title released two free apps leading into and out of New York Fashion Week. One, called W Front Row [iTunes link], is an iPhone app positioned as a shopping and lifestyle guide for Fashion Week attendees. The other is The Daily W [iTunes link], an iPad app designed to be a “daily dose” of W magazine.
Neither app, admittedly, is as strong in content nor design as we’d hoped it would be — particularly in light of W‘s outstanding reputation in both areas.
The iPhone app, which contains a Twitter feed, show schedule and list of hand-picked stores in fashion’s four major capitals, fails to offer content we can’t find in existing iPhone apps.
The app is presently targeting a small audience — that is, attendees of Fashion Weeks in New York, London, Milan and Paris — who might, at best, use the app for a month and not again until the next set of Fashion Weeks rolls around.
However, a W representative does say there are plans to expand the Daily Front Row into spaces outside global fashion weeks, including the Golden Globes, Miami Art Basel and other major events — the hope is that the app will reach a much wider audience on a more regular basis.
The iPad app is better. The Daily W mixes original content with content from the magazine andwmagazine.com, but with a focus on shopping.