February 26, 2013
It should come as no surprise that the relationship has continued to evolve over the years. The latest meshing of fashion and technology comes out of British fashion house Burberry.
For Burberry’s autumn/winter 2013 collection, the iconic label imbedded scannable digital tags into its clothes and accessories. Consumers are able to scan the tags with a mobile device to view a short video featuring how the item was carefully made by hand. Even cooler? Shoppers that visit the Regent Street flagship store in London will see the videos appear on large-scale mirrors, which turn into screens.
Allowing current and potential customers to view the story of how the item came to creation, from sketches to runway edits, is a smart move for the brand. It further strengthens the tie between the garment and the consumer and is another proof point that you get what you pay for.
It got me thinking of how Burberry and other brands could utilize this technology. What I would love to see is upon scanning the digital tag; receive a video of how to wear the garment in question. Sure, the item is great. But how am I, regular consumer, supposed to wear it? Another option would be to have the video feature a well-known stylist showcasing difference pieces from the brand that shoppers could pair with the item. Give consumers a reason to purchase additional items. Burberry developed this new technology but I anticipate other fashion labels aren’t far behind.
Another fashion brand to keep an eye on is Warby Parker. The e-commerce start-up is in negotiations with Google to make the highly anticipated Google Glass stylish, and actually wearable by everyday consumers. As a fan of Warby Parker, I look forward to seeing how the partnership progresses.