The high-end fashion house implements digital content right inside its latest collection.

The 150-year-old luxury fashion brand hopes to lure customers to its new season of fashion items and accessories through digital interaction. The Burberry coats and bags will be embedded with digital tags that can be scanned via a mobile device or by a high-tech mirror in the Burberry flagship store.

Once these tags are scanned, they trigger a short film on your device that show how the item is carefully made by hand. If you’re in Burberry’s flagship store in London’s Regent Street, the mirrors on the walls turn into screens that are able play the digital content, triggered by the clothes shoppers are trying on. The tags work similarly to RFID chips, but are actually a special new technology developed by Burberry.

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