Bullring help to Style Birmingham with StyleSeeker Tool

Bullring help to Style Birmingham with StyleSeeker Tool


We all have that favourite jacket or perfectly fitting pair of jeans we’d love to keep in our wardrobes for the rest of our lives. But it seems over half (54%) of those from Birmingham are confused about how long they can get away with wearing some of their beloved garments, new research from Bullring shopping centre has revealed.

The results follow the launch of the Style Seeker app from Bullring shopping centre, which uses artificial intelligence technology to help shoppers find clothes they have spotted on the high street, social media or in a magazine.  To launch the app ‘living mannequins’ took over the centre today to surprise and delight shoppers, coming to life when people paused to look at them and telling shoppers about the app.

From a national survey of 2,000 shoppers commissioned by Bullring owners Hammerson, 44% of those living in the West Midlands admitted they weren’t sure when they should think twice before stepping out in a certain garment. Meanwhile, 70% of national respondents said someone can be fashionable at any age and 90% said they would wear whatever they want regardless of what others think.

App users are able to take photos of fashion items, or upload saved images from their phones, to locate similar clothing products available in retail stores in Bullring including River Island, Topshop and H&M. The app searches by colour shape and patterns, once the user has selected the desired product, the app then provides a map that guides the user to the store if they are physically in centre.

Emma Roberts, PR Manager at Bullring said: “Style Seeker is the perfect accessory for people who get struck down by style inspiration in the street – and truly love the art of shopping.

“As well as being easy to use, it caters to every budget. Clothing from fashion weeks and couture shows is filtering down into high street shops quicker than ever before – and this functionality makes sure you never miss a trend.”

The development comes after latest mobile trends* show that nearly four in 10 people search only on their smartphones, proving that more searches happen on mobile than on computers or tablets and that people require answers at their fingertips.

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