Victoria's Secret launches mobile messaging app

Lingerie giant Victoria’s Secret has made its own mobile messaging app instead of targeting customers on popular platforms like Snapchat, Line, or Kiik. Combining chatting with shopping the messenger Shoppers can participate in public message boards that have predetermined topics.

The lingerie brand is the first marketer to use a chatting feature from a mobile messaging app called Frankly. According to Ad Week, the retailer recently used the app to announce that singer Ariana Grande was performing at the show. Frankly claims to already have been downloaded 1.5 million times.

Given the fact that millennials love messaging apps Victoria's Secret seems to be focusing its efforts on Mobile. The brand had launched an augmented reality feature within its app this summer to keep people engaged. The new app is expected to roll out during the Victoria’s Secret Fashion Show on Dec. 9 and will send out exclusive content during the show.