New initiative sees fashion label personalise new collection.
Burberry is embedding RFID (radio frequency identification) chips into its new collection, as part of a new initiative launching at its London Fashion Week show today (February 18th), Mashable has reported.
The chips will unlock personalised content as part of a bid to encourage consumers to pre-order items from its new collection as soon as they have appeared on the catwalk.
Short videos will be activated by the chips, which will bring the item in question to life, providing the consumer with a look at how it was created, as well as showing them a clip of their name being engraved on nameplates and stitched into the item’s lining.
Users will be able to view the videos when the item comes into contact with a smartphone or mobile device logged into Burberry.com.
Furthermore, users who are able to visit Burberry’s digitally integrated Regent Street store will be able to prompt the videos to appear on its large-scale mirrors, which are subsequently transformed into screens.
The ‘Smart Personalisation’ concept is designed to show how technology can is able to benefit its customers, whilst also bringing the brand to a wider fan base via social media. Followers of Burberry on Twitter will be invited to tweet the hashtag #madefor in order to receive personalised images of nameplates or stitchings.
Burberry will also be streaming its London Fashion Week show within its Twitter feed, online and in its Regent Street Store.