Afterpay, a payment solutions provider, has opened an experiential retail space that will house four emerging Australian brands in partnership with the Australian Fashion Council (AFC).

The store’s name is Edit Collection. It uses a new eTale Bluetooth tag to track products in real time. Smart Mirrors communicate with the chips, allowing consumers to browse similar products using gesture-controlled screens in fitting rooms. This also allows them to share and capture photos.

woman standing inside clothing area

The chip also provides analytics to the brand about the most popular, tried, and most successful pieces of data-driven operations decisions.

The curated collection was selected by Bondi Born, My General Store and First Nations Fashion and Design. This selection was based on criteria that revolve around sustainability, mindful creativity and innovation, as well as inclusivity.

The assortment was made with eco-friendly materials, and the construction of the store itself was also a priority. In the production of clothes hangers, recycled marine and ocean-bound plastic was used.

Brands involved in the process received educational resources from Smart in Planning on merchandising and Umenco resource training.

Afterpay’s ANZ/Europe director, communications, and public relations Louisa Galligani hosted a question-and-answer session with representatives of AFC, Afterpay, Vicinity Centres and other real estate investors. The discussion was focused on the benefits of omnichannel shopping and how to use new technologies in physical locations.

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