Westfield has launched a microsite and free app called #editme. The property firm created the “style discovery trend hub” in collaboration with Snap Fashion, the search engine that uses images to search for products.
The site asks users to upload a photo of themselves wearing their favourite looks and, based on what they’re wearing, will recommend pieces and trends from collections available at Westfield.
#editme will also allow shoppers to develop and share a style board, showcasing all the products and looks they’ve added along the way. Westfield will also suggest beauty products based on a shopper’s preferences.
It is personalised, inspirational and there is a strong commercial element – Westfield is clearly trying hard to push things forward in terms of the way it uses mobile and digital technology.
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