The “Internet of Clothing” is still in its earliest days. But packaging and labeling company Avery Dennison and smart-products platform Evrythng are determined to pique the interest of retailers and consumers with a new informational video on how a connected products platform will work. It’s not about tweeting socks.
The Janela Smart Products Platform, which was officially launched in April, gives apparel and footwear a “digital identity at birth,” according to Kim Schneider, senior director of technology solutions at Avery Dennison. The video brings brings the futuristic concept to life by showing what, exactly, the internet of clothing will look like in reality.
“The video is zeroing in on potential use cases on how brands and retailers want to interact with their consumers,” Schneider said.
The video shows a happy shopper coming home with her newest spoils. She snaps a photo of her new leather jacket and uploads it to her profile. She browses her wardrobe remotely, adds to her wishlist and shares potential outfits with her network for friends.
With an extensive tagging program, the pitch is that the internet of clothing will help retailers glean consumer insight on how real people wear their clothes.
Though the video has primarily been used to lure prospective brands, Schneider said everyday shoppers have also been intrigued by the offering and even started reaching out to retailers about adopting the model. While she declined to name any specific retailers (no brands are confirmed on the platform at this time), Avery Dennison and Evrythng are working with them on adopting the beta model. They expect to integrate 10 billion garments digitally on the system over the next three years.
Though the platform may appear abstract, it boasts a number of capabilities. Among them is the ability to track frequency of wear, share detailed information about the garments, as well as help consumers clean out their closets and donate old items to good causes in their community. Janela uses a database to help identify places to drop off clothing and provides mapping and GPS navigation information to lead them there.
Schneider said ultimately the platform serves as a natural extension of what shoppers are already starting to anticipate from retailers in an increasingly digital world.
“Consumers are already expecting to interact with their brands digitally, but they expect it to relevant and personalized to their lives,” she said.
Chris Paradysz, CEO of marketing agency PM Digital, previously told Digiday that while he foresees that consumers will find value in the platform, it remains to be seen to what extent.
“What this deal is saying is that there’s value to constant connectivity in your life and that it will create a benefit to you, the consumer,” Paradysz said. “But benefits are still a question mark.”
The platform would also incentivize consumers through establishing loyalty programs and sharing exclusive information about new products and discounts. Schneider added that she expects most of the brand awareness and education for using the offering will come directly from the brands.
“The key for consumers will be around the experience provided by the retailers,” she said. “Consumers are already expecting to interact with brands digitally, but they expect it to relevant and personalized to their lives.”