Burberry Launches Interactive Clothing at London Fashion Week

Burberry, one of Britain’s oldest fashion brands, but one that has also embraced mobile in a big way, has launched another interactive catwalk feature at London Fashion Week.

Digital chips have been embedded in its clothing to let fashionistas access bespoke video content about the product’s lifecycle in the hope it will get them to pre-order on the spot. Burberry has created its own technology which works when the chip is put into contact with a smartphone or tablet while logged into the Burberry site. The chips will be rolled out into Burberry’s flagship Regent Street store, turning the shops mirrors into video screens.

Burberry was an early mobile adopter, creating the Burberry Trunk Show and Burberry Video apps to cut lead times and showcase product lines at fashion shows and in stores.