The high end fashion industry has until now only been able to carry out limited targeting for specific customers because it could not find proper communication tools. Therefore the fashion marketers have had to rely on advertising to create value for their brand. However, mobile provided a new touch point for them. During the 2013 New York Fashion Week, smartphones were an essential element for the high end fashion marketer to provide a special experience for their customers. It provided more value both for customers who did not participate and who did participate in the show. Participating customers can upload their favourite designers’ clothes, comment their own thoughts and explore different opinions of other participating customers. People who did not participate at the show could also check what was hot and new through real time streaming on the fashion show application or their friends’ Facebook and Twitter . This was enough to help to draw customer’s attention to the specific fashion brand. The main purpose of IMC is to build brand equity in order to maintain and increase awareness of the brand. However, the high end fashion industry had to target only affluent customers because they could not find the right touch point to communicate with middle class customers. However the industry now has an opportunity to expand their target market through smartphone applications - no matter how much customers are earning they are increasingly exposed to the brand. It also aids communication between customers and the brand and supports specific information for them. Through smartphone applications they can share their own story with their customers and can create emotional value between them. Emotions arethe strongest relationship between the brand and the consumer, based on feelings and emotional attachment to the brand. Therefore, if strong emotional value exists between the brand and its customers, the brand loyalty follows automatically. Creating emotional value can be tough work because it is intangible. However, it can be the only really effective method in our fast-paced contemporary technology era.