This collection celebrates a new type of ‘worn by many, owned by none’ approach and the community of conscious fashion lovers. Tapping the back patch allows renters to access the digital community, leave love letter messages to one another, access style tips from influencers, and see behind-the-scenes footage of the collection and its production story.
Leveraging the io.tt platform, each piece in this collection is uniquely identifiable, enabling each piece to carry its own story, made accessible only via the custom-designed NFC-enabled backpatch.
We are seeing a very high engagement rate (over 80% unique taps on the NFC - against an industry average of 15%) and we think this is due to rental nature of the garment and very focused communication on-product.
We know users are spending around 2 mins on the digital experience, prefer style tips to Instagram Filters and are seeing a data conversion rate (email with opt-in for eCRM) of over 30%.