The British heritage brand is embedding radio-frequency identification (RFID) chips that will unlock bespoke content in a bid to entice consumers to pre-order bags and coats from its new season, immediately after they hit the catwalk.
The chips will activate short films 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 (which arrive within nine weeks) are put in contact with smartphone or tablet devices logged into Burberry.com. For consumers in London who are able to visit the brand’s digitally integrated Regent Street flagship store, the same RFID chips will prompt the videos to appear on its large-scale mirrors, which turn into screens.