How App Clips could help fashion brands

Customers can be wary of downloading too many fashion apps, making it difficult for newcomers to crack the format. Perhaps giving them a preview — with no upfront commitment — might be a better way forward.

This softer approach to customer acquisition appeals to fashion shopping app The Yes, launched in May in San Francisco, which is built on a highly personalised model and is the first app to use Apple’s App Clips.

The Yes app shows customers items in their size according to their preferences from some 60,000 styles. The app becomes fine-tuned as customers select “yes” on favourite