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Shazam denies that it is to release app that tags and finds clothing

Mobile app Shazam has denied that it is set to expand its offer from music and TV advertising to clothing with a fashion app set for release.

Shazam has contacted The Drum to deny the reports that it will release a fashion app - claiming that the initial report, which stemmed from an interview with The Guardian, was incorrect.

Said a spokesperson for the company: "Shazam is not working on a new app for fashion. While there have been a number of blog posts and news pieces written based on articles in the Guardian and Observer, many of them have misrepresented what the articles actually said. Shazam currently has a merchandising feature incorporated in its television tag result so that when you use Shazam to tag any show on 160 channels in the US, you can get information on the cast and show, including trivia, music in the broadcast, cast listing, etc. Currently, that merchandising feature lets people purchase show-specific/branded items as well as clothing similar to that which is featured in the programme. Andrew Fisher was referring to Shazam’s plans to continue innovating around that feature," they explained.

According to the Guardian, the native app-based service, which has worked on partnerships to promote brands such as Red Bull, Toyota, Coca-Cola and Pepsi by delivering extra content to users smartphones during Shazam-enabled adverts, and helping them recognise songs, was to aim to deliver sales to clothing brands through a new app.

'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,' Shazam CEO Andrew Fisher told The Guardian.

"We are focused on creating a new category which we call media engagement. We make it easier for consumers to engage with a brand or a piece of content they are interested in, without having to go through search engines, then mining the results. That works with both TV programming and advertising: a 30-second slot can be turned into a three-minute brand engagement – and more,” he added.

In January the company released its list of the top 20 most tagged adverts.