Lock in a year of Digiday+ for 35% less. Ends June 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
Overheard at IAB Tech Lab Summit: Tim Berners-Lee on the agentic web
The father of the web urges social platforms to stop building addictive products and to embrace an agentic future that values individuals over outcomes.
OpenAI turns on cost-per-action ads inside ChatGPT
Cost-per-action (CPA) is the first real sign that the platform is now embracing performance advertising.
Premier League gambling ban gives brand sponsors an open goal, but CMOs must still prove value
An exodus of betting brands from the Premier League means there’s a chance for marketers to bag cut-price soccer partnerships. But proving the worth of that investment is another concern.