Save 50% on a 3-month Digiday+ membership. Ends Dec 5.
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
Behind the rise of the chief productivity officer and what it means for companies and employees
The CPO is envisioned as the leader who orchestrates people and technology together to drive business outcomes.
OpenX redraws the SSP-agency relationship
The gradual realignment of programmatic’s middlemen discussed at Digiday’s Programmatic Marketing Summit.
Omnicom’s reshuffled leadership emerges as the ad industry’s new power players
Omnicom’s Black Monday saw thousands of jobs cut, and a chosen few put in charge of what is now the world’s largest marketing services group. They face a number of challenges, however.