As we learned during last year’s M2W® Pre Conference Workshop, digital marketing can “convert women from customers to brand evangelists”—which is exactly what Kenneth Cole is hoping to do during this holiday season.  As part of its “BE CAREFUL WHAT YOU WISH FOR” campaign, the popular fashion brand has just introduced its first digital “Wish List” and corresponding iPhone application.  The interactive digital gift registry is designed to allow consumers to easily create and share their personal holiday wish lists with friends and family (including even non Kenneth Cole related items) via email, Facebook and Twitter.  The iPhone app allows users to take their Wish Lists with them, and when near a Kenneth Cole store location, they will receive a reminder on their phones about a Wish List item that remains to be fulfilled.  And for those of us looking for some new gift ideas, the Wish List site includes an “Our Friends” section which gives you a peek at the lists created by Kenneth himself as well as some of his A-list friends.

To encourage giving gifts beyond retail, Wish List users can suggest a contribution to their favorite charity—giving them the opportunity to be bestowed with a ‘Hero’ badge as well as have the company add a link to the organization’s website in an effort to encourage donations and volunteerism (another great marketing to women strategy:  cause marketing).