Dressing room sales pitch.Smart cards, smart phones--what will they come up with next? How about smart ... splurging? Prada is, for the fashion world, the be-all and end-all be all and end all or be-all and end-all n. The quintessential or all-important element: "Not that the more spectacular athleticism is the be all and end all of free skating. Spins . . . in couture. Now, it's also setting trends in electronic merchandising. A company called Ideo has outfitted Prada's New York City New York City: see New York, city. New York City City (pop., 2000: 8,008,278), southeastern New York, at the mouth of the Hudson River. The largest city in the U.S. stores with Texas Instruments radio frequency identification See RFID. (RFID (Radio Frequency IDentification) A data collection technology that uses electronic tags for storing data. The tag, also known as an "electronic label," "transponder" or "code plate," is made up of an RFID chip attached to an antenna. ) tags attached to clothes and accessories. Shoppers get to use wireless PDAs that read the RFID tags so they can immediately find out if the garment they're interested in comes in another size, material, or color, and if it's available at that store. When shoppers are in the dressing rooms, they can use wall-mounted touch screens to see video clips of models wearing the same clothes they're trying on. Shoppers can also see what accessories Prada recommends for that garment. http://www.ideo.com |
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