Retailer H&M is committed to offering its customers a full-scale retail experience on mobile with a branded Web site, iPhone application and now an app for Android-enabled devices as well.

Customers can stay on top of news and share their favorite pieces via the app. The H&M application, which lets consumers browse collections and receive special offers, was developed and designed by ustwo.

?Our strategy is to create a full-scale retail experience and the first step for us was to create an inspiring H&M experience for people who love the brand and want to get daily news updates and what?s happening in the world,? said Marcus Woxneryd, creative director at ustwo, Sweden.

H&M is a clothing store which offers fashionable items at affordable prices.

Ustwo is a digital user interface design company.

H&M did not respond to press inquiries. 

Time to shop
The H&M Android application is available for free download in Google?s Android Market.

The app features a store locator that helps users find the closest location.

Consumers can also browse the In Stores Now tab that features the newest collections.

Additionally, customers can add pieces they like to the My Wishlist section.

?The app helps consumers make a purchase decision,? Mr. Woxneryd said. ?It will let consumers know what?s in the stores too.

?H&M being a big retailer player, their long-term goal is to offer a full-scale experience,? he said. ?But I can?t tell you what those plans are.?

Passion for fashion
The application includes a fashion news feature that is updated every week with localized content.

Consumers can also receive access to special offers and announcements by just shaking their device.

H&M customers can also sign up to receive first access to special offers and announcements and view videos that highlight the retailer?s collections.

In addition, when consumers click on an item they like, they can see how much it costs.

?We are very excited by this launch,? Mr. Woxneryd said. ?It?s really exciting to work with a brand like H&M because they can make a difference in this space.

?Mobile commerce has been going for a while of course, but no one of this caliber has done it this well yet,? he said. ?It?s exciting.?

Final Take