Cotton On Group Launches Innovative Shopping Experience Combining Music and Fashion

Cotton On, the popular Australian high street brand has recently launched a fitting room service that combines both music and fashion. It is my opinion that this especially innovative idea puts Cotton On at the cusp of the ever-influential introduction of technology within the fashion industry. 'Try on Your Sound', as it has been named, consists of a fitting room that uses Radio Frequency Identification to enhance consumer experience.

Ragtrader reported: 

'Selected garments are tagged with a unique RFID code that initiates a playlist once a customer enters the purpose-built change room. The playlist is individually selected to reflect the style of the garment. Cotton On has initially launched the service for select men's and women's denim styles, with music ranging from rock, indie or pop.' 

Clever in so many ways as not only will the experience help the shopper to relate to the brand and feel like a valued customer, they may also be encouraged to make a psychological bond with the product, encouraging them to purchase. Using up and coming talent and less commercial / well-known Australian musicians, Cotton On has remained in keeping with its branding and personality. The idea is to combine the definition of 'self-expression' through music and fashion and to speak to the target market on a personal, identifiable level.

And here's the technical part. To work, the RFID system transmits electronic information between a garment tag and a reader via a wireless system, requiring no need for human intervention or line of sight between the label and the computer. The technology activates when the garment and reader are in close proximity.

Continuing the theme, consumers are invited to share experiences with followers and Cotton on via Twitter at #tryonyoursound. I love this idea - totally innovative and completely responsive to the evolving trends within technology, fashion and media today. Could this be the next big thing in retail? I think Cotton On have set the standard for a more interactive shopping experience in the future.