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
What does the Omnicom-IPG deal mean for marketing pitches and reviews?
Pitch consultants predict how the potential holdco acquisition could impact media and creative reviews heading into the new year.
AdTechChat organizers manage grievances amid fallout of controversial Xmas party
Community organizers voice regret over divisive entertainment act at London-hosted industry party, which tops a list of grievances.
X tries to win back advertisers with self-reported video stats
Is X’s big bet on video real growth or just a number’s game?