Westfield to exhibit digital shopping experience

Shoppers visiting Westfield's two London malls this spring will be able to take part in a digital shopping experience, personalising their own fashion looks on touch screens.

Westfield to exhibit digital shopping experience
Westfield to exhibit digital shopping experience
A first for Westfield, Futurefashion will use the latest technology to enable consumers to browse and select from more than 500 items in trend-themed galleries.

Once shoppers have created their look, they’ll be able to share it with friends via Westfield’s Facebook Gallery and opt whether to have a bespoke list of items selected with prices automatically emailed to them. Each product will have a QR code that, when scanned, will link to a discount code.

The experience will also include a 3D catwalk show cinema and a cocktail and beauty bar.

Myf Ryan, Westfield’s general manager of marketing UK said: "We are delighted to be partnering with industry innovators for Futurefashion. It is important for us to respond to the rise of the online retail world which offers the convenience of browsing and buying at the click of a button. We hope that by introducing new ways to interact with fashion through the latest technology in a retail environment, the boundary between bricks and mortar and online shopping will blur and a new age shopper who can seamlessly shift between both will emerge - more empowered than ever in how they shop."

Futurefashion takes place at Westfield London from 27 March to 1 April and Westfield Stratford City from 4-9 April.

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