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Retailers rally behind digital fashion at Westfield

Retailers have championed Westfield for running a digital fashion event this week, with one retail director calling the shopping centre “ahead of its time”.

The Future Fashion event, which kicked off this week at Westfield London running until April 1 followed by activity from April 4-9 at Westfield Stratford City, will allow shoppers to use digital touch screens, QR codes and NFC to browse more than 500 spring 12 products from retailers including Reiss, Dune, House of Fraser, Vero Moda, Accessorize and Calvin Klein Jeans.

Shoppers will be able to pull together digital outfits and personalise looks and share it on Westfield’s Facebook page and their own social media accounts.

Reiss brand director Andy Rogers said: “For the retailer it’s all about ecommerce and making sure the biggest focus is online. Any shopping centre that is trying to promote online activities is ahead of its time.”

Dune said the event is the “perfect example of how bricks and mortar stores can embrace innovative technology”, providing customers with an “interactive and exciting retail experience”.

House of Fraser also welcomed the “experimental” technology, saying that activity would help drive footfall.

Westfield has embedded each retailer on screen with QR code technology, which will let customers scan the codes with a smartphone to get a discount code which can then be used in-store.

Tech-savvy shoppers who already own an NFC handset will have the unique opportunity to scan and collate discounts which can be redeemed in-store, all at the touch of a button.

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