Fashion retailer French Connection has revealed that its transactional iPhone app, created by Answer, has seen over 50,000 consumer downloads in the first 12 weeks, with the average customer basket value higher than in other channels.

The app launched in March 2011 to give consumers the ability to browse the latest fashions, consult a ‘look book’ for outfit combinations, instantly buy, and converse digitally with friends about the clothes via seamless integration to Facebook and Twitter.

It was developed using what Answer describe as a “cloud-based model”, in which the core functionality of the app is available in the cloud. This means that French Connection can add new features to the app without having to ask users to download an update. It also makes it easier to port the app to other platforms. An iPad version of the app was created in three days.

The iPhone app has been upgraded to Version 1.1. Enhancements, which have been added based on user feedback, include the updating of real-time stock levels, an extension of look-up functionality, including store finding, and a greater image library, with intuitive navigation.

“The greatest benefit of having the app in the Cloud is speed to market,” says French Connection digital director, Jennifer Roebuck. “The initial time invested now means that we can roll out the iPad version in days rather than weeks.  This is great news for our consumers and positive for the brand to have a flexible approach to multichannel digital strategy. We’ve been really pleased by consumer appetite for the app so far.”