Visual recognition apps help fashion fans buy

See a frock or shoe, snap a photo or click a button, add it to the app and instantly see where to buy it.

Shopping for clothing and accessories couldn't be faster or easier. And that's the point.

Increasingly popular visual recognition apps like Snap Fashion (above) and Style-Eyes (right) enable fashion fans to identify an item they see (on someone else, for instance, or on a website) and immediately locate a retail outlet where it can be purchased.

Some visual recognition apps will match by colour alone (Snap Fashion's ColourPop is an example). Want a pair of shoes to match that fuchsia skirt you spotted in a friend's photo? This app will help.

The idea is to help consumers shift into shopping mode in a seamless way. The apps don't necessarily promote online buying, because if users know a garment is available at a certain store--such as Topshop or Debenhams--they can still visit the store in person, a multichannel option. Consumers like choice, and that's what makes the apps even more beneficial for users and retailers alike.