The Internet of the clothes, the age of the shoes the talking began

Published on Apr 19, 2016

Dell’Internet of Things we're filling the mouth for quite some time. But according to a recent report of the Polytechnic of Milan, which he estimated at two billion euros, the turnover of the sector, the driving force of the phenomenon of the “connected objects” are still, in Italy, electricity meters and smart boxes Gps/Gsm insurance companies will place in the bonnet of the car to understand how much road travel and who is right in the event of an accident. Now an agreement between an american giant of the labels, and a start-up british, of which you will hear shortly, promises to invade the market with at least ten billion of clothing connected. Yes, dresses.

Avery Dennison is a u.s. multinational that produces and distributes labels of all kinds, including those found on the t-shirt, The jeans, the shoes. They have invented the self-adhesive ones in 1935, launching a new product sector. In the decades the business has expanded to many types of similar products, from cards to the shops at the clothing labels with the acquisition, in 2007, of Paxar Corporation, a global leader in providing innovative systems for merchandising in the retail and apparel industry.

A necessary splash of history to understand the full scope of the phenomenon. Clients include Avery Dennison includes heavy hitters like Nike, Hugo Boss, Under Armor and many other brands. Today announced an agreement with Evrything, a startup by the british, who will provide you with smart labels, real tag equipped with sensors, to sewing, or mount on the dresses to make each of them a unique piece, even in the industrial logic.

But, above all, a piece that “speaks”, that can interface with applications on a smart phone or platforms and provide information. On what? For example, on their level of consumption, the way in which you are wearing it, perhaps on health, on the movement. Every dress, just think about it, is a major source of information.

In short, what we have heard for several years without major revolutions (if not that of the smartwatch and bracelets) may soon establish itself among the big brands in the world thanks to the smart tags that will blossom from this covenant, the details of which economic have remained reserved. The data collected from the tags will be stored on a cloud platform developed by Evrything.

The prospects in terms of trade are gigantic. The brand will open a gold mine in terms of customization and capillarity of customer service. From the verification of the authenticity of the products (a bit like someone wants to do to defend the Italian wines from the watering down abroad) to their degree of wear until about the habits or the shop where you will find exactly the same product through the loyalty programs. It's difficult to even imagine them to be, all the consequences, seen that “the internet of things is still on the margins in terms of impact on the lives of consumers, said Andy Hobsbawm, co-founder of Evrything – now we'll have billions of everyday objects are able to identify in the cloud”. A bit like your iPhone, for example.

For the moment it is difficult to understand which of the brands served by Avery Dennison have joined the agreement and will therefore the new labels. But it must have been a very good welcome. The first products so equipped should arrive in stores in a couple of months. Of course, the smart labels are not altogether a novelty: the same barcode it is, so to say, a resounding precursor. But in this case, the scenario promises to launch far beyond the never too loved the QR Code, in a reversal of the situation. Every single garment will send out his messages, will not be hosting the indications of the factory, but will reverse the communication by transmitting data depending on the use.


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