New Look has launched a new iPhone and iPod touch application that provides users with fashion content and style advice.

The aim is to offer users a “magazine style experience”, following in the footsteps of etailers like Asos and Net-a-Porter which have focused heavily on the use of editorial content to boost consumer interest in products.

New Look also wants to improve links between the mobile and store channels. The application has a store locator and a barcode scanner than can be used to access more information on products. Shoppers can scan items and check whether they are available in a specific size or colour by connecting to the mobile commerce site, which opens within the application.

New Look’s multichannel director Dom McBrien said the aim is to enhance customer experience across the different channels. “For New Look, mobile is not simply a bridge between our online and offline properties, but a channel through which we can actually enhance the customer experience whether online or in-store.”

The application is designed to complement the mobile commerce site rather than replace it, he said. “The ability to combine the latest trend information with scan in-store barcodes and order through your mobile takes us another step closer to our vision of providing an exemplary multichannel customer experience.”

In September New Look disclosed that since the relaunch of its mobile site in April sales have climbed by 45% and orders by 60%. Year-on-year revenues rocketed 500% and site visits were ahead 800%.