For now, Conde Nast will be charging a small download fee for the app. It plans to monetize its mobile app further by incorporating sponsors and virtual items that can be purchased by users. Gamers will be able to use these items as they do their best to navigate the runways of New York, Milan, Paris and London. Only the skilled will survive the hostile crowds, photo ops and paparazzi attacks.

The scope of publishing and fashion marketing is shifting, incorporating digital media and the rapidly increasing trend of mobile advertising. Consumers are looking for a fresh way to receive and interact with your product. What do you think? Is Conde Nast on to something great or is interest in its mobile game likely to fizz out? Regardless, you can bet we will be seeing a shift in the fashion and publishing marketing worlds.

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While others remain skeptical about how well this plan will work (as there is a disconnect between what consumers see online and what they see in the store), there is no doubt this is an innovative retail marketing idea for the fashion and apparel industry. Beyond the gimmicky aspect of this implementation, this store clearly knows the value of a social recommendation. The question is: how often will people trust the online recommendations of others when in the presence of the item? At the very least, it generates buzz about the brand’s Facebook page as well as its physical store. What do you think about this retail marketing idea? Can you think of an even better way to integrate social conversation about your products or services into real world sales?

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Image Source: venturebeat.com