QR codes are fragmented square icons that contain information
that can only be revealed once the image is scanned with a QR reader. This
technology is being used by a variety of retailers already, including Ralph
Lauren and Macys, to add an interactive dimension to the e-commerce experience.
To promote the t-shirt category of Topman.com, Topman will produce a capsule
collection of t-shirts incorporating the QR code in interesting ways. The
collection will only be available online, and flyers will be dispersed in the
three major US cities that brick and mortar locations exist; New York, Chicago,
and Las Vegas. The flyers will include a QR code that allows the customer to
instantly shop the collection through their phone or mobile device. In
addition, the garments themselves will each have a unique QR code that once
scanned will award shoppers with small gifts, savings, or exclusive content.
