Cotton On makes tracks

Cotton On has claimed an Australian first with the launch of a fitting room service that combines music and fashion.

The fast fashion giant has launched 'Try on Your Sound', a fitting room which uses Radio Frequency Identification (RFID) to enhance the experience of customers sampling garments.

Selected garments are tagged with a unique RFID code that initiates a playlist once a customer enters the purpose-built change room.

The playlist is individually selected to reflect the style of the garment. Cotton On has initially launched the service for select men's and women's denim styles, with music ranging from rock, indie or pop.

Cotton On Group marketing manager Mark Coombes confirmed the service has debuted at Cotton On Carindale (Queensland) and will roll out at several additional locations in coming months.

"We are all about our customers so we’re constantly looking for new ways for them to engage with us, whether that is online or in-store," he said.

"We know that Gen Y defines itself by music and that fashion is also a means of self-expression so we thought why not combine the two in our stores and breathe life into the fitting room experience."

The RFID system transmits electronic information between a garment tag and a reader via a wireless system, requiring no need for human intervention or line of sight between the label and the computer.

The technology, created with RFID engineering company Unique Micro Design, simply activates when the garment and reader are in close proximity.

"In our search for tracks that reflected our garment styles, we focused on hot of the press, emerging Australian artists and cutting edge international acts not yet spun on commercial radio," Coombes said.

"It gives shoppers a unique in-store experience that will be different for every individual according to their taste."

Shoppers are invited to share experiences with followers and Cotton on via Twitter at #tryonyoursound. Coombes said customer feedback will shape future applications of the technology and experiential retailing.

Founded as a family business in 1991, Cotton On Group now encompasses seven brands with 1000 stores across Australia, New Zealand, Singapore, Hong Kong, Malaysia, South Africa, Germany and the USA.