Hear from execs at The New York Times, Thomson Reuters, Trusted Media Brands and many others

Wearable computers are all the rage. Google seems hellbent on making us where computers on our faces. It’s hard to imagine this would be the choice of the fashion-conscious set.
If anyone can pull it off, it’s top fashion brands. Iconic British brand Burberry is giving shoppers personalized digital experiences with its latest season of clothing. For its special “Smart Personalization” service, which is part of the Burberry Prorsum Autumn/Winter 2013 collection, the brand embedded scannable digital tags in its clothes and accessories. The digital tags can be scanned with a mobile device.
Once scanned, the tags prompt a short film to appear on your device that shows how that item was carefully made by hand. If you’re in Burberry’s flagship store in London, special mirrors on the walls in the store turn into screens that are able play the digital content when shoppers are trying the clothes on.
These special tags are a new technology developed by Burberry. Could this be the future of fashion retail?
More in Marketing

Inside Unilever’s AI beauty marketing assembly line — and its implications for agencies
The CPG giant has created an AI-augmented in-house production system. Could it be a template for others?

Procter & Gamble welcomes new CEO, anticipates reduction in staff in the face of an uncertain economy
The conglomerate’s forecast remains modest as uncertain tariffs and consumer sentiment threaten sales growth in the U.S.

How fashion retailer Pacsun’s viral jeans moment on TikTok is part of its bigger bet on creators
Despite expectations for an uncertain second half of the year, Pacsun’s CEO said she doesn’t expect for “large shifts,” in how the company works with creators.