Very to offer customers chance to shop the look of X Factor 2015 contestants

Online department store has teamed up with ITV's X Factor 2015

Online fashion retailer has been announced as the official fashion partner of The X Factor 2015.

The digital department store, which sells more than 1,000 brands including Adidas, Warehouse and Coast, will work with the ITV show to style contestants, as part of a multichannel content strategy.

Throughout the series, Very will create bespoke content for distribution across all customer touch points. The etailer will offer fans exclusive behind-the-scenes footage and collaborate with popular fashion vloggers to report contestants’ style.

Shop the X Factor

Speaking at Retail Week Live in March, Shop Direct, which owns the e-commerce site, pledged to add more than £20m in sales through consumer personalisation initiatives.

Very has also designed a shopping feature within the X Factor mobile app. Special ‘style packs’ will allow users to shop contestants’ looks and purchase direct from the website.

In April, Very revealed that mobile accounts for 52% of its online sales. group marketing director Kenyatte Nelson said: “The X Factor gives us a fantastic opportunity to serve up inspirational fashion-led content to an engaged audience. 

Our content strategy has been designed to leverage the X Factor brand among our target customers. Through insight, we have shaped how we will craft and tell our story to consumers through all touch points.”