Women’s Wear Daily
04.19.2014
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fashion-memopad

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Donna Karan is not one to shy away from reaching her customer in a personal way.

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Donna Karan’s iPhone application

Donna Karan’s iPhone application.

Photo By Courtesy Photo

DONNA’S TOUCH: Donna Karan is not one to shy away from reaching her customer in a personal way, from spending time with her in the dressing room to “Woman to Woman,” which brought her sensibility to magazines. Karan’s newest venture, the Donna Karan iPhone application that just launched, takes a similar approach on iTunes. It brings “Woman to Woman,” which launched in 1995, to new media and social networking, with videos of the designer discussing her style philosophy, Q&As with friends and other interactive features.

“This iPhone application is the modern evolution of the time I spend with my customer in the dressing room,” Karan said. “Only now I can reach a world of women immediately, speaking woman-to-woman about clothes, objects of desire and personal passions.”

Karan developed the application with Atimi Software Inc. “The design method applied to the iPhone application was to truly allow Donna Karan to connect with her clients in as personal a way as possible,” said Scott Michaels, Atimi’s vice president.

Users can scroll through fall runway looks and create a wish list that can be sent to a personal shopper at Donna Karan International at the click of an icon. Other content includes a video called “System of Dressing” featuring the designer musing about her iconic seven easy pieces. Among the sections is “Love, love, love,” showcasing Karan’s two favorite things of the moment, both personal and from her line; “People Who Inspire,” featuring profiles of people who inspire Karan, starting with pianist Eric Lewis, who performed at her fall show; “Ask Donna,” which allows shoppers to send her questions; a Proust-like questionnaire between Karan and someone she admires called “DK Talk,” which kicks of with Iman, and “DK Travel,” which includes photos of her travels, launching with Karan’s recent trip to Africa with her friend Calvin Klein. The site will be updated weekly.

— Marc Karimzadeh

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