No m-commerce, but slick marketing.
Fashion retailer H&M has launched an official iPhone application, which debuted as a free app today on the App Store.
The app doesn't allow people to actually buy clothes from their iPhones, but it does let them see what's currently in-store.
It also presents the retailer's latest marketing campaigns and news, and offers a 'find your nearest store' feature.
There is also an element of personalisation, with a My H&M section for wishlists and offers, as well as Facebook sharing features.
H&M is the latest retailer to join the App Store bandwagon, following the likes of Next and Sainsbury's.
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Alas, for now there are no social location features. In the US, H&M broke new ground with its virtual items partnership with social location game MyTown.
However, one fun Easter Egg feature is that if users shake their iPhone when using the H&M app, they get an e-voucher for 20% off one item of their choice.
The app is the work of creative agency Mobiento and digital studio Ustwo.
