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Digimarc shows Digimarc platform for apparel at MAX forum

Nov '19
Pic: Digimarc
Pic: Digimarc
Digimarc displayed new applications of the Digimarc platform that transform any media, like apparel, into a connected design at the Adobe MAX conference, in booth #1113. The conference was held from November 4-6, 2019, at Los Angeles. Digimarc helps in automatic identification of everyday objects and virtually any media, including print, images, and audio.

Demonstrations by Digimarc and its partners showcased the growing appetite for technology-centric design in the textile and materials industry. The company displayed two custom-made connected dresses designed by former Nike designer, Edward Harber. The dresses were printed using a HP STITCH dye sublimation printer and contain Digimarc barcode with unique serialised numbers, in addition to GTINs (Global Trade Identification Numbers). By scanning the dresses with a mobile device, consumers can get access to manufacturing information or additional styling options. Digimarc barcode is a part of Link from HP, which provides consumer brands the ability to track and trace across their supply chain, enabling greater efficiency, product transparency, personalised customer engagement and brand protection. Digimarc was present in HP’s booth #1001, according to a press release by the company.

The company also demonstrated how Adobe textile designer plug-in for Adobe photoshop supports designers using the Digimarc tools for Adobe creative cloud. The new plug-in can easily extend Digimarc barcode across an entire pattern, helping creatives seamlessly add a digital identity to textiles.

Digimarc and Avery Dennison, a global material science and labelling solutions company, teamed up to digitally-enhance sportswear. Avery Dennison incorporated Digimarc into its jersey embellishments, such as logo patches or player names and numbers, to allow consumers to scan the item with an app-enabled phone and access digital content, such as exclusive videos, real-time game statistics and behind-the-scenes photos. Avery Dennison is a leading supplier of external embellishments to apparel brands and sports organisations worldwide.

Digimarc displayed a series of unique, digitally enabled stickers printed by HP, that attendees could personalise by adding their own web payoff, showcasing how easy it is to make every design a personalised, connected design. The booth’s wall panels and floor logo designs contained Digimarc, making it possible for designers to imagine media of all kinds having a scannable, interactive digital code.

“The Digimarc platform is empowering designers and consumer brands to create meaningful points of engagement in order to build deeper relationships with consumers and optimise their supply chains. Through the work with our partners, we’re able to provide technology that ushers us into a fashion-forward future, offering consumer brands new ways to create digital experiences and connect with their suppliers and customers,” Bruce Davis, CEO, Digimarc said.

Fibre2Fashion News Desk (GK)

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November 2019

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