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Menswear brand 2(X)IST partners with PowaTag to create virtual stores in New York

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For the first time New York shoppers will be able to instantly buy the latest range from men’s fashion brand 2(X)IST via “Virtual Stores”, as it partners with mobile platform PowaTag to transform the way people shop.


From the 1 to the 21 of December, millions of passersby will be able to browse and purchase the latest 2(X)IST underwear ranges by using their phone to scan tags on virtual storefronts across key locations in the heart of the city making ordinary street corners a virtual marketplace for 2(X)IST. During the height of sales this holiday season just prior to Christmas and during the Chanukah festivities, hundreds of thousands more riding in the city’s nearly 8,000 cabs will be able to buy directly from a 60 second video ad using the technology’s patented audio tag capability.

The PowaTag platform enables the connected consumer to complete transactions where they want it most – right from their smartphone, via multiple touch points. PowaTag utilizes proprietary technology to transform any media into an instant “Virtual Storefront” – from printed products to billboards, websites and emails, digital watermarks encoded into live and pre-recorded broadcasts, and even specialized links on social media. Sales are completed in just seconds enabling PowaTag users to buy from their favorite brands at the peak of their interest – without delay.

2(X)IST creates high quality men’s apparel utilizing the best fabrics and technology in colors and prints and that appeal to a stylish modern, man. Truly on the cutting-edge of not only fashion but technology, 2(X)IST’s customer base, comprised mainly of millennials, will benefit from this unique campaign because they’ll be able to shop using the one device they rely on most – their smartphone.

Dan Wagner, founder and CEO of PowaTag, said: “Over 600,000 people take NYC yellow taxis every single day, while countless numbers pass by billboards on the streets, and you can guarantee most of them will spend their journeys with their smartphones in hand. By enabling travelers to instantly, effortlessly complete transactions by simply holding up their phone and tapping, PowaTag is empowering 2(X)IST to turn impulse into action and reach a huge and currently untapped market, essentially opening Virtual Stores in some of the busiest parts of the city.”

Tom Speight, President and CEO of 2(X)IST, said: “We are continually adapting our business, and have been for the last 25 years to keep ahead of the way ecommerce is transforming fashion retail. It’s also become abundantly clear how important mobile commerce is for the future as we strive to meet our consumers where they are no matter the device of choice. Our campaign with PowaTag takes what we’ve learned one step further by putting the powerful tool of instant purchasing through a smartphone in the hands of busy New Yorkers who would otherwise glance at an advert and then forget about it.

PowaTag is available as a free download from Google Play and the iTunes Store now. Alongside audio tagging through adverts in NYC cabs, Virtual Stores will appear in key locations throughout New York.

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