A new fashion app has been launched that allows users to swap pictures of themselves buying and trying on clothes so they can receive comment and advice.
Styleicona, which can be downloaded on to iPhones and iPads, also allows users to tag brands and add locations on their pictures as they shop.
The app is designed to allow users to get real-time feedback on their style or potential purchases from its community of users. The app will also collect data highlighting specific market trends that retailers can access.
Commerical property owner Land Securities is supporting the new app via its partnership with Styleicona investor TrueStart, which aims to develop new retailer and consumer technologies. It has been testing the app at Land Securities’ Trinity Leeds shopping centre and will help market the app.
Land Securities said the technology capitalises on the trend of selfies as well as the use of social networks for fashion consumers.
Sean Curtis, head of marketing for retail at Land Securities, said: “We know from research that personalisation is key for today’s multi-channel shopper, and this new platform will complement how consumers interact with their smart phones while they shop, while also enabling retailers to stay ahead of key fashion and market trends.”