Forget walk-ins. The next dream closet is digital.
Avery Dennison’s Janela™ solution, powered by the EVRYTHNG Smart Products Platform, allows brands to digitize their products at the point of manufacture enabling apparel and footwear products to be ‘born digital’ – created with a unique, serialized label and digital identity in the cloud that can access applications and analytics managed by EVRYTHNG's platform. For fashion brands, this is the gateway to an elevated consumer experience.
Bringing the technology to life, we recently collaborated with New York City-based menswear brand Rochambeau and hybrid media/retail company The New Stand to create the BRIGHT BMBR, offering consumers access to unique personalized experiences through the jacket itself - like access to exclusive NYC restaurants, nightclubs and art galleries through our Janela™ solution. The jacket then became the wearer’s VIP pass to the Rochambeau autumn/winter 17 catwalk show this week at New York Fashion Week.
The BRIGHT BMBR features five of RBIS’ solutions: Janela™, a custom printed fabric label, heat transfer external embellishment, Scodix graphic hangtag, and dissolvable paper.
For a behind-the-scenes look at the making of the BRIGHT BMBR, Rana Sidahmed, creative director at RBIS, shared the collaboration process and RBIS’ branding and tech capabilities.
Where did the design originate? How was the experience thought through?
We collaborated with Laurence Chandler of Rochambeau to understand what they were looking for in a jacket that incorporates digital content and services. Then, we thought through the user experience and how will it function, putting ourselves in the consumer’s shoes.
Heather Rossi, senior graphic designer at RBIS and project partner, mentioned, “The “R” on the sleeve, for instance, indicates that’s where you tap your smartphone to trigger the experiences- it’s simple, it’s smart.”
How do you see the jacket as impacting the customer experience?
The BRIGHT BMBR reshapes the consumer perception of what apparel branding can do. We as consumers are going to start demanding experiences as part of our purchases - you’re not just buying a jacket, you’re buying a lifestyle. This goes hand-and-hand with the notion that consumers want experiences, not things. Building a personalized connection with the consumer also builds loyalty, making the wearer crave what’s next.
From a creative standpoint, what should we look for next in apparel and footwear?
The integration of design, user experience, and functionality. Sustainability is also more of a priority. Your clothes aren’t just there to wear, they’re a blend of design, sustainability and function that should provide you with a full lifestyle complete with digital content and experiences.
What time frame were you working against?
From design to production, it was a quick turnaround - design was a 3-day process, from meeting with the brand to coming up with a solution. The project was based on ‘runway time,’ for both the DECODED Fashion Summit and January deadline for NYFW.
What’s something you wish all brands and designers knew about RBIS?
The magic happens during the collaboration. We are thought partners, providing strategic creative guidance beyond the label and the innovation and technology to make it happen. The results are bespoke to who you are as a brand, not an off-the-shelf offering.
Anything else you’d like to add?
It's rewarding for us to work with brands like Rochambeau who bend the rules of branding and test the limits of what a product can do.
The capabilities of Janela™, powered by the EVRYTHNG Smart Products Platform, continue in our latest collaboration with Rebecca Minkoff and the first bag to be #borndigital.
BRIGHT BMBR showcased at NRF Retail’s Big Show
To learn more about our creative and tech solutions, contact an expert or visit a Customer Design and Innovation Center.