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
Why brands are running to Strava
Starbucks announced a nationwide partnership with fitness app Strava, asking participants to walk 22 minutes a day for at least 10 days.
Tariffs forced Temu to slash its U.S. ad spend on nearly every platform
The Chinese e-commerce giant traded upper-funnel reach for high-intent shoppers — and still grew its user base.
Why DSW and other brands are pivoting back to ‘old’ marketing tactics
Amid AI and digital saturation, DSW is shifting ad spend to real-life activations and traditional media to deepen customer connections.