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STELLA GOES MOBILE: Now Stella McCartney customers can check out the designer’s collections while they’re on the move. Tuesday marked the launch of the designer’s first mobile marketing campaign, which allows smartphone and iPhone users to view the designer’s spring and summer collections via the Internet on their phones, sign up for updates from the brand and locate Stella McCartney stores. Stella McCartney banner advertisements will be placed on several mobile Web sites — including nytimes.com and cnn.com — so users can click on the banners to view McCartney’s campaign and collections. The ads run through to the end of January in North America and has been implemented by Millennial Media, a U.S. mobile media networks company. “The initiative enables the brand to target…fashion consumers in the U.S., while also being true to the brand’s efforts in environmental responsibility, since the campaign is digital and avoids any wastage,” said McCartney.
— N.J.
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