Born Digital? Avery Dennison and EVRYTHNG Partner on IoT Deal for Apparel, Footwear Brands

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Born Digital? Avery Dennison and EVRYTHNG Partner on IoT Deal for Apparel, Footwear Brands

04/19/2016
Fortune 500 packaging materials company Avery Dennison Retail Branding and Information Solutions (RBIS) and IoT smart products platform pioneer EVRYTHNG are collaborating on the world's largest Internet of Things deal to "switch on" the apparel and footwear industry.

The two companies are working together to enable a minimum of 10 billion apparel and footwear products for some of the world's largest fashion and performance brands to be "born" with unique digital identities and data profiles in the cloud over the next three years. This is the largest number of IoT-connected products in a single deal ever, the two companies believe.

With the smartphone becoming the remote control for the digital world, consumers expect to interact with brands through digital means. The introduction of the Janela™ Smart Products Platform, powered by EVRYTHNG, enables the apparel and footwear industry to take this to a whole new level. By using EVRYTHNG's digital identity and data management capabilities, Avery Dennison can now enable its customers' products to be digitized at the point of manufacturing.

This unique partnership, combining Avery Dennison's network and knowledge of the apparel space along with its hardware and world-class manufacturing, and EVRYTHNG's IoT software technology for digital identity and data management, represents the first truly industrial scale digital enablement of everyday products. This enables apparel, accessories and footwear brands to easily deliver digital applications with their physical products.

Once connected to the Web in this way, products can interact with smartphones to trigger applications and services that connect more intelligently with consumers. Brands will become more interactive, providing personalized, real-time mobile experiences and content for each individual consumer and each item of clothing. Products will also become smarter, using real-time data analytics to tackle problems such a product authentication for better brand protection and increased efficiency in supply chains.

Examples of digital product applications include:

Product history: Data about product materials, manufacturing and distribution can deliver total transparency to consumers about where the product came from and how it was made.

Loyalty rewards: Consumers can interact with their products to unlock personalized digital content, services, offers and extras, or link to third-party apps for other rewards and benefits.

Product reordering: Consumers can interact with products by using their digital identities and their smartphones to reorder products they like or access similar products that they may want to purchase.

Brand protection: Brands can put stronger protection programs in place with item level digital authentication and real-time analytics, tackling the challenge of goods sold being counterfeit.

Loss prevention: A product that carries data about where and when it was purchased cannot fraudulently be returned, helping retailers address fraud that costs the industry billions of dollars globally each year.

Personalized recommendations: Consumers can access unique personalized content on their smartphones like personal styling suggestions, new season tips, health and fitness content and event invitations, which are triggered by the product and based on past purchases.

Sustainability: Recycling becomes a lot easier for consumers and brands alike when a product can trigger specific information on what to do when it reaches its end-of-life, including how to upcycle for a second use or how to find the nearest recycling center.

"Avery Dennison is offering powerful new value to customers through our partnership with EVRYTHNG," said Mitch Butier, Avery Dennison president and COO. "We can make apparel and footwear products smarter and enable them to participate in digital applications and services, helping to drive new consumer experiences, protect brands' value, and provide supply chains with real-time analytics."

Niall Murphy, CEO and co-founder at EVRYTHNG, said, "The fact that at least 10 billion Avery Dennison RBIS products will be digitized at the point of manufacture is both a milestone in making the Internet of Things mainstream and a huge enabler for the apparel and footwear industry in particular."

Murphy continued, "Avery Dennison works with some of the world's largest and most respected consumer brands. EVRYTHNG and Avery Dennison RBIS are enabling products for these brands to be ‘born digital' and create new value with IoT applications, which is a huge opportunity for the industry as a whole."

Deon Stander, vice president and general manager of Avery Dennison's RBIS division, added, "Partnering with EVRYTHNG to provide unique software identities for consumer engagement and supply chain applications, demonstrates our breakthrough solutions and commitment to driving innovation throughout the rapidly changing apparel industry. Avery Dennison has always led the way when it comes to adopting disruptive and effective new technology, and this deal solidifies our commitment."