Shazam creates fashion app

Shazam, the company behind the music finder app that identifies songs at the touch

of a button, is now taking a foray into fashion by creating an app that could help fashion-hungry consumers identify clothes they have seen on TV. In an interview with the Guardian, Shazam’s CEO Andrew Fisher said: "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.”

The app is all about “brand engagement” according to Fisher, he added that the app will make it easier for consumers to engage with a brand or product that they are interested in without having to trawl through search engine results.

Shazam confirms that the technology exists, adding that the fashion-tracker is part of a wider merchandising feature being developed by the company.