At NRF Retail’s Big Show in January 2023, Avery Dennison unveiled our digitally connected garment. Featuring seven digital triggers, it demonstrates the exciting digital consumer engagement tools that early adopters are now utilizing for commercial purposes.
The appetite for this technology is poised to increase further. According to McKinsey, fashion brands invested between 1.6% and 1.8% of their 2021 revenue in tech which would allow them to keep up with evolving consumer behaviour. Experts predict that this figure may double by the end of the decade. From the consumers’ perspective, 50% say they are happy to trade their data for incentives such as coupons or exclusive digital interactions.
Trigger happy: from QR codes to NFC badges and AR
The Avery Dennison digitally connected garment features smart embellishments printed on the sleeve that can be scanned via our Smart Reader app. With this trigger, brand messaging is delivered directly to consumers, but the solution can also enable personalized marketing experiences too.
An NFC (near field communication) woven label found near the hem of the connected garment allows for unique item-level product identification, personalized experiences, and IoT connectivity.
Inside the jersey, a Digital Care Label, powered by atma.io connected product cloud, links to an Avery Dennison white label app containing product information and washing instructions. In addition, this QR label can be scanned to authenticate the garment, offering brand protection from counterfeits.
Finally, a prominent QR code that forms part of the connected jersey’s central aesthetic transports users to an augmented reality experience via Instagram. This graphic was produced by Denis Rossiev, an award-winning metaverse designer, and shows how smart embellishments can serve a wider range of functions than those of a purely practical, connective nature.