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Published
Dec 2, 2021
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New Look adds to transparency of Re-Fashion link-up with new tech

Published
Dec 2, 2021

New Look is deepening its commitment to transparency and following the launch of the New Look x Re-Fashion collaboration last month, it has linked with Evrythng and its Product Cloud that manages digital identities for the world’s consumer products.


New Look


The company said that “Active Digital Identities in the Evrythng Product Cloud enable brands to create a unique digital profile, or digital twin, for every product item”.  

This tells consumers the product’s story with a digital experience unique to the individual “using technology and data to guarantee it is exactly what it says it is, and connecting the consumer to the item and the brand in a way that has never been possible before”. 

New Look said that digitised products “generate and deliver real-time data throughout the product lifecycle, driving greater operational efficiency, better consumer engagement and higher brand advocacy”.

The experience for the shopper will be that she or he simply scans the digital identity on the product’s label/tag with a smartphone to receive product information and “personalised experiences”. 

Products can also be traced from their point of origin through to point of use or consumption and on to recycling or re-commerce.

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