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
CeraVe taps Carmelo Anthony as ‘head coach’ of its new dandruff campaign
CeraVe found that the NBA and Carmelo Anthony could give it access to a very diverse, engaged and Gen Z fandom.
Digiday Programmatic Marketing Summit May Recap: How marketers are navigating agentic ad buying
Execs are already using AI agents to buy ads. At DPMS, they shared what’s worked (and what hasn’t) and the guardrails that the industry needs to put in place to future proof.
Future of Marketing Briefing: The brands winning at AI started with process not tech
The AI agent conversation is a distraction. Here’s what matters more.