Fashion brand 2(X)ist has partnered with proximity marketing specialist PowaTag to create a series of virtual stores across key locations in New York, as part of a holiday campaign aimed at transforming the way people shop.

Throughout December, New York shoppers will be able to browse and purchase the brands products by using their phones to scan tags placed on billboards around the city, as well as within the citys 8,000 yellow cabs.

“Over 600,000 people take NYC yellow taxis every 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,” said Dan Wagner, founder and CEO of PowaTag. “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.”

“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,” said Tom Speight, president and CEO of 2(X)ist. “Its 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 weve 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.”