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The Oroton Code

oroton-summer2009

Australia’s Oroton stores are now trying to promote their summer collection. Despite it being fall in many parts of the world, Australia’s actually enjoying their hot summer weather. Anyway, Oroton has elected to make use of QR Codes to promote their summer clothing line. They’ve launched a sleeker, more chic, trendier fashion designs and accessories for summer this year by putting up a QR Code in some of their shops. Since the brand is not outwardly popular over here in the US, suffice to say that the brand is big in Australia and New Zealand. The company goes as far back as the 50’s when the disco metallic and neon accessories were acceptable.

Quality is important and so is elegance. And Oroton’s got both high up on their priority list. For more information on the company, the brand and also their latest QR Code efforts, visit their website at www.oroton.com

What the company is doing with QR Code is in line with the latest trend in the fashion industry and that is to make use of technology to promote their products. A mobile web site has been created for the summer 2009 line and will be integrated with their print advertisements in magazines like Marie Claire and offline and off-print efforts. Curious passer-bys who chances on the surreptitious QR Code sitting in front of the store can scan the QR code and go to the mobile web site to watch and download a fashion video and then enter a competition. Marie Claire is one of the first few magazines to embrace the QR Code technology and actively encouraging their advertisers to use it.

Fancy winning a branded handbag this summer? Head on over then!

A representative retorted that it is an interesting and intriguing way to encourage consumers to engage with the brand. It’s like a cyber bridge between the company and it’s end-users. Given the fact that it costs a lot of marketing money to launch a line via advertisements, commercials, print advertisements, brochures, catalogs and leaflets, putting up a QR Code seems like a much more funkier and more conducive way to promote the summer fashion line.

Those who do not have smart phones with a QR Code reader installed can request for the exclusive online content via SMS. It is another fantastic way to get the consumers to hand over their mobile number for future promotions.

The partnership between Oroton and those involved in the campaign proves to be working and it inevitably demonstrates how quickly companies in the land down under are to make use of this technology.

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One Response to The Oroton Code

  1. Adam November 22, 2009, 3:06 am

    Am a partner at a fashion apparel company and have considered doing a non-RFID system, particuarly QR codes or whichever will dominate and also be open source. Using for source profile in supply chain and care instructions. Thanks for posting this. Have you seen other examples besides mobile commerce and print ads?

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