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Image Search for finding H&M gear

Aneta Cichla 10 November 2017

Aneta Cichla

Deputy editor in chief, journalist

+48 22 356 25 15

Aneta is passionate about the retail real estate market and everything associated with it. She has worked in the editorial department of ‘Eurobuild CEE’ for seven years. Prior to this she was employed as a journalist for the Retailnet.pl portal and for Shopping Center Poland magazine. In her free time she enjoys reading books, walking the dog and working out at the gym. She also loves watching martial arts fights.

EUROPE Clothing chain H&M has been rolling out its Image Search image recognition tool.
The new tool can be used by customers to find similar products from H&M’s product range with a purchase option via a mobile application. The tool appears in the top right hand corner of the H&M shopping application. All you need to do is to take a picture of a product (a sweater, a shirt, a bag, etc) that you like and then upload it. Image Search will then propose a similar or even the same product from H&M’s online range. You can also buy a given product straight away.

Image Search was introduced in the UK, Netherlands, Denmark and Finland in May and subsequently in nine other markets at the end of September: Belgium, Poland, Russia, Spain, Turkey, Switzerland, Ireland, France and Italy. H&M also has plans to launch Image Search in other markets.

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