Burberry Personalizing New Collection With RFID Chip Content

Personalization just got a whole lot smarter thanks to a new initiative from Burberry, which is launching as part of its London Fashion Week show on Monday.

The British heritage brand is embedding radio-frequency identification (RFID) chips that will unlock bespoke content in a bid to entice consumers to pre-order bags and coats from its new season, immediately after they hit the catwalk.

The chips will activate short films to bring the product in question to life, telling the story of its creation, from sketches to runway edits. They will also show video of the customer's name being engraved on metal nameplates.