More online innovative campaigns and celebrity ambassadors are part of Westfield's future retail drive.
At the launch of the retail giant's StyleStream event last night, where shoppers styled models online before sending them down a live runway, a Westfield spokesman said it had plenty more ideas and schemes up its sleeve to encourage online and in-store shopping.
LA designer and stylist Rachel Zoe teamed up with Westfield for the event and online journalists had the opportunity to question her via a live TV link to America.
After questions from bloggers and magazines about beauty survival items and wardrobe essentials, Ragtrader asked the fashion guru if such interactive campaigns with customers were the way forward for retailers.
The celebrity stylist thought so and said online applications such as Twitter were vital for communicating with customers.
“We wanted a way to link Westfield's online experience with an in-store presence and we wanted to combine both," a Westfield spokesman said. “Rachel Zoe was the ideal ambassador for this as she is a global icon and Westfield's StyleSteam event was a global first – so it was a perfect partnership.”
British celebrity stylist Gok Wan was behind Westfield's online 'body shape calculator' launch in October and a Westfield spokesman said that other celebrities, who have the right 'fit', will be part of more future online and innovative campaigns.
"We had Rachel in mind for a few months and we will be looking at what other people may have the right fit with our future campaigns," the spoksman added.