Westfield hosts ‘Minority Report’ fashion event

Westfield is launching a “Minority Report” style digital fashion event that integrates touch screen and smartphone technologies such as NFC and QR codes with physical stores, in its London malls.


Week-long events will take place at Westfield London from 27 March to 1 April and at Stratford City between 4 and 9 April.

The Future Fashion events have been designed to offer what Westfield claims is an “immersive shopping experience” based on the personalisation services available through digital technologies.

Shoppers will be able to use a combination of touchscreens, QR codes, NFC technology to browse spring/summer collections from high street and designer brands situated in the mall such as River Island, Levi’s, Reiss, Uniqlo, Kurt Geiger and All Saints.

Shoppers will be able to create digital outfits from the collections and then share their creations via social networks. They can then take advantage of discount QR codes and NFC offers that can be used at physical stores in the shopping centre.

Shopping lists of their personal selections will also be emailed to shoppers for later use.

As part of the Future Fashion event, Westfield is also hosting a 3D catwalk show in a cinema pop-up within the mall.

Myf Ryan, general manager of marketing at Westfield UK, says: “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.”

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