Westfield Labs Scouring the Globe for More Fashion Tech

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Westfield Labs, the SF-based technology development arm of the upscale Westfield shopping centres, is on the hunt for the next great fashion tech development. In a resource-rich environment like San Francisco, you would think that they have all the brainpower they need to solve this generation's shopping dilemmas, but that won't stop the group from hopping the pond to host a fashion hackathon in front of shoppers at London's Westfield Mall next month.

According to WWD, the event will feature 60 tech designers, developers and entrepreneurs competing to create new ways to enhance the consumer experience for Westfield's fashion and retail brands. The technologies created in the contest should focus on "how to help shoppers find a perfect item for them, how to use technology so people feel happier when they're shopping, and how to use technology to help consumers make the right beauty choices." The winner will receive a trip to San Francisco to pitch the idea to Westfield Labs's global chief officer Kevin McKenzie. Because in the tech world, all roads really do lead to San Francisco.
· Decoded Fashion to Host Fashion Hackathon at Westfield London [WWD]
· Westfield and eBay Bring Online Shopping … to the Mall? [Racked]