Luxury brands are moving more towards mobile apps as customers increasingly use their mobile devices for research, purchasing and to connect with brands. Additionally, the use of the iPad has increased the display capabilities of luxury marketers to its customer base. Moreover, customers expect loyalty program and access to early sales features on the app programs.

Link to article: http://www.emarketer.com/Article.aspx?R=1009366

I think that luxury brands must increase their mobile app presence; however brand dilution is a threat given the easy access anyone can have to researching and experiencing the brand through apps on smart phones. Regardless, giving consumers more access to luxury brand marketing may give a wider audience more "opportunity" to understand the brand and aspire to own specific luxury items further down the line. A balance must be struck and I am curious to see which brands can create the appropriate apps to maintain luxury status while still appeasing its increasingly mobile/tech-savvy customer base.