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Smart Jacket Accesses Gifts and Promos With NFC

Rochambeau's Bright Bmbr jacket is the first product to use the Janela solution from Avery Dennison RBIS, powered by the EVRYTHNG Smart Products Platform, to bring intelligence to products via RFID, NFC or bar-code labels.
By Claire Swedberg

At the end of the promotion, the jacket's users can utilize the garment as a ticket to Rochambeau's 2017 runway show. There, they can then view new fashion items being released by the brand.

The jacket is a limited release intended to trial the technology with the public. "We [EVRYTHNG and Avery Dennison RBIS] share a vision of products coming to life digitally," says Andy Hobsbawm, EVRYTHNG's co-founder and chief marketing officer. "The world has reached a new era of connectivity, and the smart jacket is a manifestation of that."

Avery Dennison's Francisco Melo
"An increasing number of brands are already using EPC RFID" to manage inventory or provide benefits to shoppers sin the store, says Francisco Melo, Avery Dennison's global RFID VP and general manager. The labels, which could accommodate Electronic Product Code (EPC) tags, as well as NFC and QR code-enabled technologies, "seems like a logical evolution," he adds.

Following the Bright Bmbr deployment, Hobsbawm says, Avery Dennison RBIS and EVRYTHNG hope to provide many connected products. "It's been helpful to see the possibilities this technology offers," he states, "and have that dramatized with the smart jacket." Rochambeau is next launching what it calls The Thinking Cap, aimed at bringing intelligence to those wearing the hat, wherever they go.

The Thinking Cap will be made of merino wool materials, the company reports, and will incorporate NFC and QR labels. When a user taps a phone or scans the QR code on the label, he or she will be able to view information from content partners on a mobile webpage. The experience is designed for major cultural centers and will be focused in cities like New York, Paris, London and Tokyo. As wearers stroll the streets of participating cities and tap their phones against the cap's label, the hat will provide content related to city walking tours, podcasts of city culture and music. Users could also receive local news updates.

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