Burberry personalising new collection with embedded digital content

This article first appeared on Mashable

Burberry_Smart_Personalization

Personalisation just got a whole lot smarter thanks to a new initiative from Burberry, which is launching as part of its London Fashion Week show on Monday.

The British heritage brand is embedding digital chips that will unlock bespoke content in its new season’s coats and bags in a bid to entice consumers to pre-order them immediately after they hit the catwalk.

The chips will activate short films (as demonstrated below) to bring the product in question to life, telling the story of its creation, from sketches to runway edits. They will also show video of the customer’s name being engraved on metal nameplates — also new this season — that are stitched into the lining of the coats and bags.

Users will be able to see the videos when their items are put in contact with smartphone or tablet devices logged into Burberry.com thanks to a new technology the company will reveal more information about at the delivery date (expected within nine weeks). For consumers in London who are able to visit the brand’s digitally integrated Regent Street flagship store, the same chips will prompt the videos to appear on its large-scale mirrors, which turn into screens.

While this “Smart Personalisation” concept demonstrates how technology can benefit Burberry shoppers, the brand also has plans to connect with its broader fanbase using social media. On the day after the show, Burberry will invite followers to tweet with the hashtag #madefor, so they can receive personalized images of their own bespoke nameplate, for example.

The show will also be live-streamed within Burberry’s Twitter feed for the first time, as well as online and in the Regent Street store. Additional access will be provided through two Instagram accounts: @Burberry will share images from backstage, the red carpet and the runway, while @Burberry_Live will take more detailed images of the collection to feed into Burberry.com’s dashboard.

Where Topshop launched a model cam for its show on Sunday, Burberry is also promoting backstage interaction with its models. The “Burberry Beauty Booth” will share images taken by models with the brand’s followers in real-time, when they tweet with the #BeautyBooth hashtag.