American Apparel to roll out SWAGG mobile application

Atlanta Mobile-commerce enabler Firethorn Holdings, a subsidiary of Qualcomm, said late Thursday that American Apparel will implement the SWAGG mobile application once it is released for use.

American Apparel will accept the SWAGG mobile application in time for the 2010 holiday season, according to Firethorn.

The SWAGG application will allow consumers to give and get gift cards, receive personalized offers geared to their individual interests, and keep current with their loyalty programs -- all from their mobile device, according to Chip Fishburne, VP financial and merchant services at Firethorn Holdings. “Collaborating with American Apparel, a worldwide apparel company, aligns two brands whose consumers live the mobile lifestyle,” he said.

“We are excited to work with SWAGG as it provides American Apparel with new functionality for our gift card channel,” said Stacey Shulman, director of Global IT - Retail at American Apparel. “We believe that this new distribution channel will bring value to the American Apparel brand and make it more convenient for our consumers to buy, share and send virtual gift cards this holiday season.”

SWAGG is Firethorn’s direct-to-consumer offering, with “smart” technology that gives consumers the ability to purchase, personalize and exchange gift cards directly from a mobile device. SWAGG will also provide consumers mobile access to account information, special offers and loyalty programs.

Los Angeles-based American Apparel is a vertically integrated manufacturer, distributor and retailer of branded fashion basic apparel operating more than 280 retail stores in 20 countries.