The music discovery app Shazam, which is apparently used by a third of the U.S. population, is breaking into fashion. In an effort to increase overall brand engagement, the company is creating a service that will let users identify clothing brands, on-screen, via a new app.
Andrew Fisher, Shazam’s CEO, told The Guardian that “We have the ability to identify the product in a TV show so that when somebody Shazams it, they could find out where a presenter’s dress is from in one click,” (and that’s what we thought Us Weekly and red carpet interviews were for).
Ideally, the app will not just identify the item of a clothing worn by a character on television or in a movie (hm, use of this app could get annoying at a theater) but, following how Shazam connects to iTunes, will also provide a link to buy it. Since there’s no word yet on when the in-development app will be released, we’ll stick with its precursor, WhereToGet.It, which uses good old-fashioned crowdsourcing to help users identify any mysterious clothing items.
Meanwhile, for those who prefer to keep their outfits to themselves in this brand-discovery frenzy, it’d be a good time to start looking into a private dressmaker.