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Image via Harper'sBazaar
Written by: Danté Lusson

As an active shopper there are few things that are required in a shopping experience, however like many others the driving force behind where one chooses to shop comes from the convenience of it all. The less research and price comparing and information that  has to be filled out, the better. Convenience-oriented consumers love options like Apple Pay and Amazon Prime because they value their time and the convenience of two-day shipping as it is more tempting than driving to the mall. Consumers are favouring fast and seamless transactions and the use of QR code is the perfect method for this.

The History of the QR

The Quick Response code or the QR is essentially a barcode of information, each one is unique and will give the scanner a different result. The data stored within a QR code can be varied from restaurant menus to website links, and all it takes is a few seconds for the information to appear (hence the name). The codes originated in Japan in 1994 by a car company. Denso Wave came up with the idea when looking for a method to track products during the manufacturing process and encoded barcodes were developed. While a barcode can only be read top to bottom this means that they can only hold a small amount of information. On the other hand the QR code can be read top to bottom and left to right meaning that it can hold much more data.

The convenience of it all

Although QR codes have been around for as long as I can remember they have seemed to make a comeback due to the Covid -19 Pandemic. Why would I want to hold a menu that hundreds of other people have touched when I can easily scan a QR code from the convenience of my phone? Now that contactless transactions are the new norm the QR code is ready to shine.

Image via gettyimages
Image via Vogue

A shift in the way we pay

While QR codes have been around forever there have been some big recent developments in technology that helped them make their way back into the public eye. In 2017 Apple launched the iOS 11 which had the feature to allow users to scan QR code directly from the camera app. This essentially made scanning codes fool proof and much more accessible. Many businesses have adopted a Covid screening process for their customers and this is done via QR codes where information can be processed instantly and seamlessly. Another big shift occurred in the payment processing industry with a company called Square. In September 2020 they launched a QR system for restaurants which allows customers to see the menu, order, and pay via a single code. QR codes and scanning seem to be the new norm in the restaurant industry, but what about the other industries?

QR codes in fashion?

In this new contactless world the rise of e-commerce is inevitable. Two years ago global retail ecommerce sales hit 3.5 billion dollars worth of sales, and this number is expected to hit 6.3 billion by 2024 which is nearly double the sales. The pandemic allowed for consumers to embrace the convenience of online shopping and although things may slowly be returning back to normal, digital shopping seems to be here to stay. The possibilities for how QR codes can be used are endless, from marketing to purchasing to customer service it’s all being done. 

Ralph Lauren takes the leap

One of the brands that is at the forefront of the incorporation of QR codes in fashion is Ralph Lauren. The brand has begun to add QR codes to their labels for two reasons: counterfeit prevention and customer service. Shoppers will be able to scan the codes to verify if a product is authentic to the brand and this will be huge when it comes to secondhand shopping and selling. Users will also be provided with product information and style advice all with a simple scan. Additionally they have also added QR codes in their retail stores that customers can scan to receive a more personalized shopping experience.

Image via Voguebusiness
Image via Dazed

Beyond Buying

Although it is most common to use the QR codes for buying and selling purposes, some brands have decided to get a little creative and use them in marketing strategies. Many fashion retailers are using QR codes to market their products such as these three brands.

Calvin Klein

The brand put a QR code on their billboards which when scanned would bring users to an online advertisement video.

Lacoste

The brand filled their display windows with QR codes which if scanned provided customers with a 15% discount.

Dior x Nike

In a collaboration the two brands allowed customers to sign up for the chance to purchase a pair of the Air Jordan Diors. The lucky people who got drawn received a unique QR code that would be used for proof of purchase.

The pandemic threw a curveball at the fashion industry and although we have seen major loss this is a time for big changes to occur. The collaboration between fashion and technology is continuous and us avid shoppers are excited to see more to come.

Via ÀLA.HAUSSE‘s Multi-functional and Multi-purposeful Fashion Ecosystem- BUY/SELL/RENT/LEND/ (swap BETA 2021) mobile application, INDIVIDUALS & brands ( BETA 2021) are encouraged to REBUY, RESELL, REUSE and UP-CYCLE their personal “Clossets” aka Clothing Assets, along with overstock inventory and samples. Through this consumerism habit shift we indirectly slow down the urgency on fashion’s carbon footprint, aiding sustainability as a whole.

BETA Early Access Application Now Open for CA Fashion Lovers: Apply Now for LAST CALL 

with Stories on www.alahausse.ca

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