After reading this article I was amazed at how far technology has come and the amazing things that are still yet to come in our future that I hope I am alive to see. Burberry has a team called the “What If” group that is dedicated to investigating technology in fashion. One of the most interesting questions that they explore is “What happens when you put a chip into accessories?” In 2012 Burberry attached chips to their accessories and when a customer approached one of the screens in a fitting room with the accessory, specific content like information about the materials used in a bag, or a video showing how a skirt was worn on the runway would appear. I thought this idea was so cool and futuristic. Imagine going in to a store and trying on clothing in the dressing room and having a screen pop up with all the information regarding that garment. I think that would create such a lasting experience for client’s and really boost the over all sales of the brand. This article is a must read!