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Farfetch introduces visual search functionality

Luxury fashion online marketplace Farfetch has launched visual search technology on its iOS app, joining a list of a retailers helping customers search for products with imagery.

The 'See it, Snap it, Shop it' feature is designed to help customers search for products as soon as they come across style inspiration, whether it’s a product they see someone wearing in public, a screenshot from social media, a photo of a friend’s fashion choice, or a suggested item from a favourite blogger. Users upload an image and the app will return search results that are the same or similar to that picture.

Asos, Forever 21, John Lewis, Hammerson, and Amazon – through a recently announced partnership with Snapchat – are among the retailers to have already launched or trialled visual search technology.

Tel Aviv-based tech company Syte is the company chosen to power Farfetch’s new in-app functionality.

Sara Wood, Farfetch vice product of product, commented: “By implementing the visual search feature we want to offer customers more options for enhanced fashion discovery across all our touch points and our customers have responded really positively so far.

“Visual search is the ultimate connection between on and offline inspiration. By allowing our customers to show us what they are interested in we gain a deeper understanding of their needs, are able to inspire them with fashion based on what they are looking for, and enable a more personalised shopping experience.”

Multiple retailers are trialling visual search, including those operating in fashion, furniture or general merchandising. Amazon doesn’t have the functionality on its own website, but instead lets those using the Snapchat camera to take a photograph of a product or barcode, which prompts an Amazon card to appear on screen surfacing a link for that product and similar items.

Forever 21 looked to Donde Search to provide its visual search technology, while John Lewis and Hammerson’s experiments with this innovation have been in partnership with Cortexica.

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