Cotton On: Radio Frequency Identification Technology

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One of Cotton On’s key business values is to dominate their chosen market by being quick, adaptable and dynamic. With tough competition Cotton On has succeeded in standing out with their use of the latest technology, which attempts to win over Gen Y and drag more customers inside their stores. In 2012, Cotton On introduced a fitting room that uses Radio Frequency Identification Technology, which plays a music playlist when a garment is tried on. The system is labelled “Try On Your Sound,” which works by tagging garments with RFID codes. Marketing manager ‘Mark Coombes’ says that as they know that Gen Y define themselves through music and also use fashion as a form of self-expression, they thought, why not combine the two? It gives shoppers

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