Nextatlas partners with Westfield London to create store selling only what’s trending online

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Nextatlas, trend fore-sighting platform, is partnering with Westfield London to create The Trending Store, the first ever bricks-and-mortar fashion boutique selling only what is trending online in real time, using Nextatlas’ AI machine learning. The store will run from 3 – 7 July in association with long-standing charity partner Save the Children, which is celebrating its 100th anniversary this year.

The digital world makes it easier to shop for what’s hotter than ever before. Curated looks are just a click away, delivery times are quicker than ever, and social media even lets us shop for what’s trending right off our favourite influencers’ backs, in an instant. But how can you be sure that what you buy on screen looks great in real life?

The Trending Store is a “How We Shop” concept store of the future opening for four days only at Westfield London, which has been created in response to shoppers’ needs, bringing together the smart intel of online shopping and the human interaction of shopping ‘in real life’ for the first time. How We Shop is Westfield’s retail research and trends platform, now in its sixth year.

NextAtlas will track 400,000 of the hottest influencers or ‘trend innovators’ to analyse what they are speaking about or wearing and pick 100 items across an array of price ranges it deems to be that day’s trending items. Stylists will be on hand to hunt out looks as instructed by Nextatlas’ AI technology, to stock the store each day, and be inside the store helping customers pick out key items to suit their own individual styles.

Mario Coletti, managing director at Nextatlas, comments: “Traditional retailers have always used stores to gather customer information. The Trending Store is revolutionising store management by using Nextatlas’ platform to make stores a destination of data science rather than a source of it. It’s a pioneering example of how AI will be relevant for customers as well as a way to make stores more effective in generating enhanced customer experiences.”