With the iPhone's popularity growing every company out there are trying to think of ways to get in onto the platform and hype. Some of these companies deliver their online services to the iPhone and others used their custom developed iPhone application simply as an advertising tool. The latter are the ones that fail and turns out to be a waste of resources to create. Now fashion brands are jumping onto the bandwagon with DKNY and Gucci each creating their own iPhone application to promote their respective clothing lines. The former actually trying to offer advice to its users on the Cozy wrap in its iPhone app. Now Kipling is trying to get in on the hype with its Kweather iPhone application. Kipling's application displays the local temperature, which is not that accurate (not sure of its source), and a built in function to help locate the closest Kipling outlet.
Although all these applications are free, I believe only the biggest fanboy of the respective brands will download these application as they really do not offer too much for the average iPhone user.
I think companies should take the necessary time to analyze the added value of their iPhone application and all associated Use Cases before spending the efforts and resources to create an iPhone application.