Zalando’s mobile outlet marketplace Movmnt launched on Android and is for a few days now also available on iPhone (staying on course with the schedule communicated at the Capital Markets Day)..
As a new twist, products can’t (yet?) be bought on the web. For that, customers have to go to one of the apps. Items (example) are sporting a “continue in app” button instead of a way to buy on site.
Bringing together separately operating brands in one marketplace that is geared towards price sensitive customers is going to remain a challenge. See why in this screenshot:
A rather complex user experience.
The app publisher is Zalando subsidiary Fashion Connectivity Technologies GmbH. Fleek, Zalando’s other big mobile marketplace play, is published by Zalando’s subsidiary company Mobile Fashion Discovery GmbH. As late as April of this year, there was no company publicly named as the publisher of Movmnt. (Google Play Store still says “Offered By MOVMNT”.) That probably changed with the launch of the website and the iPhone app. Fashion Connectivity Technologies GmbH has been incorporated in July 2015. But until now it was not clear what this subsidiary does. (German)
Right now, Movmnt is the only app officially under the roof of the Fashion Connectivity Technologies GmbH.
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