Jones New York is hoping you'll get the hang of it.
Word's out that its fall line will feature mobile-activated hang tags with which consumers can access videos featuring model Jessica Stam discussing her contributions to Jones' Rachel Roy line.
“You can actually get to Jessica sharing with you her favorite pieces, why she did it in a really great, unplugged way,” Stacy Lastrina, CMO for Jones, tells Brand Week, adding that the video will include fashion tips and the back story on the line’s creation.
This seems like a nice way to enhance the in-store shopping experience for more sophisticated shoppers with smart phones. Prada has done similar things with RFID tags, in which readers built into the store walls scan and then transmit related video to the nearest in-store monitor.
One advantage of the Prada approach is that the shopper doesn't actually have to do anything - if you pick up a garment, the readers fetch the associated content. But that took a lot of investment. The Jones initiative, which apparently uses Microsoft Tag technology, requires little if any.
It will be interesting to see if Jones shoppers access these tags. But for those who do, this is a nice differentiator, and something more brands should explore as increasing numbers of consumers take to the mobile medium.
Read more here.
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