Elle has teamed with beacon platform Swirl to enable shoppers to receive highly-targeted offers while out shopping.

Readers will be served up style content from the September issue of Elle directly to their mobiles when they walk into partnering stores in the US.

Participating brands in the Elle beaconing program include Levi’s, Vince Camuto and Guess. ELLE owner Hearst expects to reach over 27 million US consumers through the ‘Shop Now! With ELLE campaign.

Readers can also use the ShopAdvisor app to personalise their product desires and shop Ellle’s September issue from their phone, check out curated mobile boutiques, win a shopping package or find retail locations near them.

Senior Vice President and Publisher of Elle Kevin O’Malley said: “Consumers live their lives via mobile access. The Shop Now! experience offers a direct link to them via relevant fashion/beauty content that engages and strengthens the connection and access to their favourite brands. Another core benefit—it is a retail traffic-driver for our partners.”