Fashion

Why fashion companies are launching mobile apps, despite the ‘high barrier of entry’

By Danny Parisi

Nov 27, 2025

Fashion brands Cult Gaia and Aritzia have launched shopping apps in the last month. Ralph Lauren launched a new AI-powered app called Ask Ralph in September, and the footwear brand Dolve Vita released its version in January. It's a surprising trend, especially given recent data showing that global e-commerce app installs are down 14% this year.

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