Fashion brands get chatty on WhatsApp

Brands like Diesel, Burberry, Clarks, Agent Provocateur and Kenneth Cole have begun testing Whatsapp for brand communication, which attracts global users to data-free messaging groups, for new marketing and customer service initiatives. It’s still early days for brands on WhatsApp — most are approaching it as an experimental platform — but with retailer mobile app traction on the decline and Facebook Messenger still building out its offering to be more brand-friendly, quick adapters of the chat-driven technology could find themselves at an advantage.