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Dita Von Teese Sews QR Codes Directly Into Her Clothing

Fashion designer integrates the technology into her latest line, linking to Twitter and allowing fans to communicate directly with her.

Zachary Kraemer
Zachary Kraemer on January 11, 2013. @ZacharyKraemer

We’ve all seen QR codes slapped on posters, flyers, storefront windows and everywhere else we glance. When picturing these tiny black and white squares, originality isn’t likely to be one of the first words that come to mind. Well, Dita Von Teese is changing that with her new vintage-inspired clothing line.

Dita-Von-Teese-dresses

Von Teese is now sewing qr codes directly into the dress linings of her new clothing line, which she has named Dita Von Teese. The ten dresses, which debuted last fall in Australia, feature qr tags which link consumers to Von Teese’s twitter page where they can connect with the designer, who manages and updates her own feed.

Von Teese explains the importance of this new tactic:

It was very important to me to align with a company that understands the power of social media, because I’ve been very successful in using Twitter and Facebook personally to reach my fans to tell them about my performances and various projects. Every update [is] made by me personally, and I think people respond to the authenticity of that.

With the big push into omni-channel marketing this year, does Von Teese’ new marketing initiative bring her one step closer to having an omni-channel brand?

Dita Von Teese

 

Thinking...