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Westfield London launches AI powered fashion pop-up

The Westfield London shopping centre has launched an AI powered fashion pop-up called The Trending Store. Remaining open until 7 July, it will only stock items… View Article

FASHION

Westfield London launches AI powered fashion pop-up

The Westfield London shopping centre has launched an AI powered fashion pop-up called The Trending Store.

Remaining open until 7 July, it will only stock items that are trending across social media in real time.

The shop has been launched in partnership with NextAtlas. Westfield has created the store to bring together the smart intel of online shopping and the human interaction of real life shopping.

Myf Ryan, group director of brand and strategic marketing at Unibail-Rodamco-Westfield, explained: “At Westfield centres we aim to bring the newest concepts, first to the market brands and best experiences to our customers. Through our How We Shop research platform we know that shoppers increasingly want to experience both online and offline retail in a seamless journey.

“Online, shoppers are inspired by influencers and used to being guided by AI, with products served to them based on their behaviour. Usually this guidance does not translate to a physical retail space. However, working with NextAtlas data analysts, we are able to bring our shoppers products that are trending in real time – a true reflection of social conversation brought to life in a physical space.”

While the shop is open, NextAtlas will track 400,000 of the hottest influencers or ‘trend innovators’ to analyse what they are speaking about or wearing. This trend data will then be supplied to a team of stylists who will be sourcing items on demand from Westfield London retailers like Topshop, Reiss, Whistles, Lindex and Stuart Weitzman.

All proceeds from the store are being donated to Westfield’s  long-standing charity partner Save the Children.

Interested in learning more about the use of AI in retail? Then why not join us at Retail Bulletin’s AI in Retail Conference on 16 October. Early bird discounts still apply with the discount code RETAILER50 (retailers only).

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