Westfield UK is set to host a live two-hour shopping event – ‘Summer Styled’ on its newly launched UK TikTok account, on April 29.
In teaming up with the social media platform, Westfield will be the first physical retail destination to launch a live shopping event on TikTok Shop in the UK.
The event will be hosted by popular reality star and content creator Amber Gill, alongside TikTok Shop presenter Saskia Marriot.
Filmed live from a Westfield London studio between 4pm and 6pm, the exclusive shopping event leads Westfield’s spring/summer fashion campaign as it looks to introduce an “innovative, fun and new way to shop” as consumers seek to transition their wardrobes for the new season ahead.
TikTok Shop is a fully integrated commerce experience that empowers merchants to sell directly on TikTok and helps retailers to reach their audiences via in-feed videos and livestreams on the platform and showcase their products on TikTok profile pages.
Participating retailers from Westfield London and Stratford City include Charlotte Tilbury and JD Sports.
Discounts will also be on offer, as well as opportunities to win multiple £100 Westfield gift cards throughout the live.
“We recognise the importance of creating online opportunities to complement the physical retail experience to engage new audiences,” Unibail-Rodamco-Westfield chief customer officer Caroline Puechoultres said.
“Leveraging TikTok’s LIVE Shopping experience enables us to help drive sales for our retailers to new and existing customers, creating a truly omnichannel experience.”
TikTok ecommerce operations, UK Patrick Nommensen added: “By providing brands and retailers with a platform to create inspiring shopping moments through LIVE video, Westfield is creating a new kind of experience for its consumers using TikTok Shop.
“With such great connections with both their retailers and visitors, we can’t wait to see the success of Westfield’s personalised, LIVE Shopping experience and how the retailers bring their latest offers to life on the platform.”