Moosejaw's Jaw-Dropping 'X-Ray' App Amps Up Retailer's Sales by 37% (Video)

Moosejaw X-Ray App from Gary Wohlfeill on Vimeo.

 A scintillating mobile app from outerwear retailer Moosejaw has helped boost sales 37% when compared with the same month one year ago.

Then again, it was definitely Victoria's Secret territory - and was just as off-putting to some as it was fresh and fun to others.

Regardless of how you fall on that measure, Mashable reports that the app generated 1 million impressions on Twitter, 160,000 video views and 75,00 downloads in five weeks.

Given that the app enables users to see through clothing in Moosejaw's winter catalog so you can see the male and female models in their skivvies, the numbers are impressive but also not at all unexpected. It's kind of like a print magazine-based version of the Axe Angels.

And not at all bad for a print catalog with a typical distribution of 120,000 people. Add in an attraction like this, and it appears readers spent a lot more time with the catalog (you think?).

But as Moosejaw's Creative Director Gary Wohlfeill tells Mashable, "The story here isn't the short-term ROI. Our marketing strategy is about long-term, loyalty-based brand-building. This [app] is just a small part of what we're trying to achieve."

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