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By John Glenday, Reporter

December 2, 2019 | 2 min read

British fashion designer Alexa Chung has turned to her namesake to help promote Cyber Monday with a tongue-in-cheek ‘Hey Alexa’ campaign designed to promote the high street.

Playing the part of a real-life search assistant this Christmas, the fashion icon is helping shoppers on Regent Street choose the best presents to buy as part of efforts to promote offline shopping as the famous thoroughfare marks its 200th anniversary.

‘Hey Alexa’ focusses on gifts and experiences which cannot be found online with Chung accepting the challenge of pairing the ‘ungiftables’ with the perfect Christmas present; including a child who wants ‘the world’ and a man who has never asked for anything other than socks.

Chung commented: "I understand it's tempting to go online to shop as it's easy to do, but often that's when I buy blunders. There’s just something charming about physically shopping and it's got something to do with happenstance and stumbling across things you weren't expecting to find. You can go in for socks and walk away with a really nice monogrammed handbag.”

Despite the inexorable growth of online shopping 78.5% of UK retail sales continue to be accounted for by physical stores.

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