Avery Dennison: "Many brands and retailers are looking to engage a new generation of customers."

Published May 5, 2017
By Melanie Groper 

Artificial intelligence, virtual reality or blockchain are some of the emerging technologies of the digital revolution that will lead the fashion industry into a significant change in the future. Part of this new development is Avery Dennison’s Janela solution by the Evrythng Smart Products Platform that should enable apparel and footwear products to have a unique, serialized label, which then connects to Everything’s IoT cloud-based software. That means that product can capture real-time data, enhance consumer experiences aiming to make the manufacturing and selling of products more efficient and intelligent. Avery Dennison targets to digitize a minimum of 10 billion apparel products in the next three years. Here, Bill Toney, vice president of RFID Market Development explained their vision of the fashion industry’s future.

What service does Avery Dennison provide to fashion brands exactly?

Avery Dennison provides the ability to drive on-garment integration of branding and technology elements. We also provide unique creative idea-building, problem solving, that nature of activity, including one-on-one sessions with customers to develop branding or technology solutions based on their specific set of needs.

What are the main technology trends for the fashion sector?

The fashion sector is undergoing a major revolution around where and how they service their customers based on the diversification of their consumers. Based on trends we’ve seen at industry events like Shoptalk and South by Southwest (SXSW), as physical products and environments are increasingly connected, products and stores will need to drive relevant digital experiences. Primarily, these trends fall along the lines of convenience and experience. Many brands and retailers are looking to engage a new generation of customers that want to shop the way they want, when they want in a frictionless manner. Experience is also becoming a differentiator allowing brands to personalize content and communities, creating engagement that is tailored and bespoke.

What is the role of the newly launched Janela technology in this context?

Our Janela™ solution, powered by the Evrythng Smart Products Platform, enables apparel and footwear products to have a unique, item level identity connected to a digital profile, often linked with experiences and rewards; we call this Born Digital™. Together with Evrythng, we are enabling retailers to expand the shopping experience in-store by allowing customers to interact with garments to gain access to the unique product information or reviews, self-checkout, look-up real-time inventory availability, show closest inventory available if not in-store, as well as extending the brand experience post purchase through personalized digital content.  With gen-z, millennials, gen-x and baby boomers’ demands differing dramatically, it’s critical to not just diversify your apparel selection, but your in-store and post-purchase shopping experience as well.

What do consumers experience with Janela?

Janela™ provides the opportunity for every product to have a digital profile, enabling item level engagement during and after purchase. In store, Janela™ allows retailers to drive 1:1 engagement that’s usually seen in digital environments, like self-service product information, reviews, styling suggestions, inventory look-up and so forth. Post-purchase, Janela™ can continue the connection between brands and end users by enabling digital interaction including design feedback, connected closets, reviews, rewards and experiences; it could even provide information on how to recycle, or upcycle, the garment.  

How many users do you have already?

We’re currently working with New York-based menswear brand Rochambeau and Rebecca Minkoff.

We announced a cutting-edge collaboration with Rochambeau to produce an exclusive Fall/Winter run of a BRGHT BMBR connected jacket featuring Janela™. Triggered by a smartphone, the BRGHT BMBR jacket enables wearers to personalize content, receive retail awards and information, and gain access to one-of-a-kind experiences.

Together with Evrythng, we worked with Rebecca Minkoff to launch one of the first-ever smart bags for her spring/summer 2017 runway event, which featured our Janela™ solution. Each bag came with a hangtag that unlocked a ticket to Rebecca’s spring/summer 2017 runway event when scanned.

What benefits can this technology have for brands using it?

Several, and we’re at the tip of the iceberg. Brands are experiencing significant disruption in where and how they fulfill customer orders and how effectively they communicate their brand story. Leveraging technology on the garment to drive a 1:1 dialogue with end users across all channels empowers brands to drive relevant and consistent experiences. Connecting this with item-level inventory also enables them to improve speed and visibility for omni-channel retailing. In addition to improving the consumer experience, the brand also gains the ability to connect data, with end user consent, to product data unlocking valuable information to drive future design and development.  The end result is a more personalized brand message, increased conversion, enhanced brand loyalty and consumer experience, which both short and long-term optimizes consumer and shareholder value.