First Look: OB Approved, Orlebar Brown’s new app for the brand’s previously print-only magazine
The new digital magazine app was built with the Pugpig platform and works very well on both the iPhone and iPad, as well as online in a web browser
There was a time when both Apple and Google were quite sure digital catalogs would be big thing for brands. Apple added the catalog category after the launch of the iPad app store, and Google had (for a while) its own digital catalog app which attempted to gather all digital catalogs in one place – that failed because, in the end, retailers realized that this was great for Google but did little to promote their own brands.
Digital catalogs and digital magazines for brands continue to be a big thing, even if Apple continues to do a terrible job of assisting brands in app discovery. (Is it really so hard to have an “All” function that actually pulls up all the apps?)
The digital publishing platform Pugpig let TNM know that a new app for Orlebar Brown, the British men’s fashion label, had recently launched their own digital magazine app. OB Approved takes a mobile-first approach, though the digital magazine app works fine on the iPad.
I especially like the app description because it lets potential downloaders know that this is a digital magazine, not just a catalog. It also does a good job of describing the brand, in case the consumer is not familiar with Orlebar Brown:
Enjoy OB Approved magazine wherever you are with the new OB Approved app for all devices, fully optimised for iOS. Browse the latest key looks, articles, videos and offers.
Key features include offline browsing, scrapbook functionality, and shoppable and sharable content all linked to our safe and secure Orlebar Brown website.
Orlebar Brown launched in 2007 in London as ‘the tailored approach to swim shorts’. Based on the traditional pattern of a tailored pair of trousers for men, with distinctive side fasteners, they are not just a swim short: they are the original and best shorts you can swim in.
In 2010 we started our journey off the beach, out of the pool and into the city with a range of tees, polos and shirts. The collection has expanded to include chinos, sweats, lightweight jackets, knitwear and accessories.
Designed in London, made in Europe, to be worn around the world.
As you can see from the graphic above, the digital magazine can be read not only on iOS devices, but also online using a browser, without dramatically changing the layouts. Obviously, this is vital for any retail brand, as there is no effort to sell a subscription or limit the readership, just reach as many consumers as possible.
Before the new app, the magazine was only available in print and found inside store locations.
“The decision to go digital with OB Approved was an easy one for our business to make,” Adam Brown, founder of Orlebar Brown said in the announcement for the app. “Giving our customers access to our key trends and looks, on whatever device they want, wherever they are was only ever going to be a positive and enables our customers to engage with the brand in a whole new way.”
Because there is a print version, I would think that Orlebar Brown will be committed to their new app. The layouts are simple enough to replicate from issue to issue, while the digital publishing platforms allows the fonts to be sized right for the specific reading environment the consumer will use.