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Cotton On Lets You 'Try On Your Sound'

The Australian fashion retailer is offering a "mini gig" experience in its fitting rooms, with selected styles of tagged denim jeans triggering a playlist of music individually chosen to match specific clothing.
By Dave Friedlos
May 22, 2012Customers trying on clothing at Australian fashion retailer Cotton On can listen to music specifically chosen to suit the style of a particular garment, following the introduction of radio frequency identification technology at one of its Queensland stores.

In fitting rooms within its store located in the Brisbane suburb of Carindale, the retailer has launched its Try On Your Sound service, in which selected denim jeans carrying an RFID tag will trigger a playlist of music individually chosen to match that clothing.

Mark Coombes, Cotton On's group marketing manager, says the technology was designed to create a "mini gig" experience in the fitting rooms for its target market of teenagers to young adults—a generation that he says defines itself both by music and fashion, as a means of self-expression.

"So we thought, 'Why not combine the two in our stores and breathe life into the fitting-room experience?'" Coombes says. "In our search for tracks that reflected our garment styles, we focused on hot-off-the-press, emerging Australian artists and cutting-edge international acts not yet spun on commercial radio. It gives shoppers a unique in-store experience that will be different for every individual, according to taste."

Coombes says technology is a large part of the lives of its customers, who already engage with the company via social-media sites, such as Twitter and Facebook. RFID, he adds, is another method in which the firm can now connect with its patrons in a fun way.

"Shoppers are loving it," Coombes states, "and we hope this becomes another reason for customers to come and shop with us."

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