Hermes hates how you tie their scarves so they created a scarf how-to app
Ladies, your droopy knots are depressing. If you're going to wear a beautiful Hermes silk scarf, the least you can do is tie it properly. But Hermes understands your lady's maid can get bogged down in the scullery so they've created this handy app to help you out - Silk Knots.
It is only available for iPhone and iPad because let's face it if you can't afford an iPhone you can't afford an Hermes scarf. The menu includes knotting films, knotting cards, gallery and collection highlights. You can learn to tie your scarf into a belt, a top, a dress or a bandana. And, as you can see from this preview video, a million other configurations. We're wondering if a shopping feature is on the way, or if the app will always just direct you to the Hermes mobile site. The mobile site is pretty much the same as their regular Web site, it works well but is not mobile optimized.
One reviewer of the app says "What else might we expect from Hermes? This is as beautiful as their websites and Le Monde d'Hermes: charming, inspirational and a feast for the eyes. This app was well worth waiting for, and is very well done."
But it's worth noting another user said it immediately crashes on iOS7.
While a bit gimicky, these sort of "education" apps from retailers generally are useful and definitely increase brand awareness.