We found that the on going shift in fashion was away from dictated trends towards an emphasis on personal style. With that in mind we wanted to open up Westfield’s 2012 look book to the shopping public in a global first. Usually a look book is what a brand or retailer uses to set the tone for what it thinks will be fashionable that season. Via giant touch screens instore, we allowed shoppers to mix and match; creating their own looks live from a database of promoted items and then sharing them with friends, professional stylists and fashion bloggers.

Results:The Style Board application was used 13,470 times over the course of the event With over 900 unique Style Boards created by shoppers and uploaded to FacebookFootfall in Westfield London was up an impressive 7.6%Participating Westfield retailers were pleased, describing the event:"Ahead of its time."Andy Rogers, Brand Director, Reiss The event was covered in major UK fashion press, including Grazia and Drapers, as well as by all the influential fashion blogs, which earned a PR value of £413,598.