Avery Dennison

A global leader in apparel and footwear branding, labelling and RFID solutions, Avery Dennison RBIS partnered with EVRYTHNG to digitally enable 10 billion items for the apparel and footwear industry.


Amazon and other online retailers are reducing many consumer product brands to mere manufacturers, controlling not only the direct relationship with consumers but also siphoning powerful data about what those consumers are buying, where, when and how they feel about purchases.

Packaging giant Avery Dennison knew the answer for consumer product brands was in digitally activating their product items. But it faced the challenge of how to cost-effectively switch-on billions of apparel and footwear products at mass-scale.


Working together, Avery Dennison Retail Branding and Information Systems (RBIS) and EVRYTHNG formed a new digital ecosystem to embed products with GS1-compatible digital identities at the point of manufacture. This enabled apparel and footwear brands to be BornDigital™.

This enables a raft of direct-to-consumer applications for brands to better connect to their end customers, and at the same lets brands roll out new supply chain integrity and product authenticity use cases.

EVRYTHNG’s IoT SaaS platform is literally switching-on the apparel and footwear industry at massive scale.


Now, more than 10 billion apparel and footwear products have a digital identity making it smartphone interactive, intelligent and trackable on the web — opening a new channel for engagement between brands and consumers. Specific digital product use cases include:

Brand Protection: Item level digital authentication and real-time analytics tackle the challenge of counterfeits and gray market imports.

Provenance: Data about product materials, manufacturing and distribution 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, and rewards.

Sustainability: Recycling is simplified for consumers and brands, alike when a product triggers specific information on what to do when it reaches its end-of-life, including how to up-cycle for a second use or how to find the nearest recycling center.

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, which are triggered by the product and based on past purchases.

Interested in BornDigital apparel?


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