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
Women’s sports marketing boom ‘huge up and coming opportunity,’ spurs new agency services
Women’s sports are having a moment. Brands, media companies and agencies are looking to get in on the action.
Creators still turning down work as the Hollywood SAG-AFTRA strike continues
The Hollywood strikes were supposed to be a game changer for many of them, but the situation hasn’t quite lived up to the hype.
Agencies move on from creating content for specific platforms to focus on short-form video
Given the rise of short-form video, agencies that focus on the format, rather than specific platform expertise, will reap the rewards.