The Daily Telegraph
March 30, 2012
SMART fashion is now wired for sound – jeans at Cotton On Clothing trigger a private “mini-gig” in changing rooms.
The “try on your sound” technology is triggered when tagged clothes activate a sensor. It plays music related to the item, creating a concert in the fitting room.
Cotton On is one of the first Australian retailers using radio frequency identification tagging, which turns the stock into “smart clothing”.
Cotton On’s store at Carindale, in Brisbane’s south, is the first to install the $50,000 technology – and Sydney won’t be far behind.
The company plans to bring the idea to Sydney and up to 40 stores nationwide. Cotton On hopes the music will lure tech savvy Gen Y customers into stores.
“We are all about our customers, so we’re constantly looking for new ways for them to engage with us, whether that is online or in-store,” said marketing manager Mark Coombes.
“Gen Y defines itself by music and fashion is also a means of self-expression, so we want to combine the two in our stores and breathe life into the fitting room experience.”
Geoffrey Ramadan, from tech company Unique Micro Design which makes the tags, said they would change the way we shop: “The technology can be used to do many different things, from real time inventory to ‘smart shelves’ that alert retailers when an item has been removed.”
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