Join us Oct. 26-28 in Newport Beach for the Digiday Media Buying Summit
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
Ruggable’s new ad spend strategy shifts focus to ShopMy creators
Ruggable is shaking up its marketing stack, pulling dollars our of Meta and into ShopMy creators ahead of a potential IPO.
Future of Marketing Briefing: The holdcos long, awkward courtship of the C-suite
What holdcos risk when they go over the CMO’s head.
Brands turn to content series and Jimi Hendrix to improve AI search performance
Guitar brand Fender and amp-maker Marshall both recently launched content series aimed, in part, at improving their visibility in AI search answers. It’s part of a greater pattern.