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. 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.