What if every product you sell could open a direct digital connection with your consumer? Avery Dennison helps brands link physical products to digital experiences through QR, NFC, and RFID labels. Apparel and merchandise can hold content and brand stories beyond the point of purchase, giving consumers more reasons to engage. For brands, each interaction creates a clearer understanding of their audience and a stronger foundation for lasting loyalty.
Engagement is fragmented and hard to scale
Consumers do not just buy apparel. They look for recognition, participation, and a sense of belonging. Engagement now depends less on one-off campaigns and more on experiences that feel continuous, personal, and useful. For many brands, the product itself is still missing from that relationship. This creates several challenges:
Limited direct-to-consumer interaction
Dependence on third-party platforms
Fragmented data across channels
Difficulty scaling personalization across retail and events
Consumers also expect relevance without feeling overexposed. The value exchange needs to be clear before any data is shared. By connecting physical merchandise to intelligent digital infrastructure, brands can make the engagement layer travel with the product, creating moments that feel helpful to consumers and more valuable to the business.
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What we do
Avery Dennison helps brands make physical products part of the engagement experience. By giving each item a unique digital identity through QR, NFC, RFID, or digital identification, apparel and merchandise can connect consumers to content, services, and personalized interactions.
These connected experiences integrate with production, retail, and digital ecosystems, so engagement becomes easier to scale and manage. Instead of relying on isolated campaigns, brands can build interaction into the product itself, creating a channel that continues to deliver value after purchase.
Turn every product into a brand experience
We integrate digital identity into apparel at the point of production, giving every garment a connected layer from the start. That layer can support retail activation, consumer engagement, and lifecycle visibility across global supply chains.
For customers, the value goes beyond the product itself. A garment, shoe, or accessory can become a marker of recognition, participation, belonging, and memory. By connecting physical items to digital experiences, brands can create more meaningful moments that continue long after purchase.
Connected rugby jersey for The British & Irish Lions
Partnering with Canterbury, we launched the first connected jersey for The British & Irish Lions. Featuring an embedded NFC chip, this high-performance garment serves as a digital touchpoint, letting fans instantly access exclusive content and immersive experiences with a single tap. It signals a new standard in building long-term brand loyalty through "phygital" innovation.
The first NFC-enabled season jersey from Trabzonspor
In a world-first for football, we partnered with Trabzonspor to launch an NFC-enabled season jersey. By tapping the jersey crest, fans unlock a direct communication channel to the club, gaining access to exclusive player signings, personalized messages, and interactive polls. This innovation transforms traditional apparel into a dynamic, "phygital" journey that deepens fan engagement.
Consumer and fan engagement solutions
Consumer transparency
Build trust through product-level visibility
Transparency is foundational to long-term brand loyalty, but it requires accessible, product-level data. Avery Dennison's solutions let brands share the complete story of a product, including sourcing, materials, care instructions, and lifecycle, directly from the label via QR or NFC. With real-time access to verified data, consumers can validate sustainability claims, make informed decisions, and feel the credibility behind every purchase. Simple product scans become trust-building moments at scale.
Consumer and fan experiences
Strengthen connections through interactive engagement
Match days are defined by the moments fans share and the merchandise they take home. At events, in-store, and post-purchase, every product can become an interactive entry point. With QR codes and RFID embedded in apparel, fans unlock exclusive content and personalized augmented reality experiences in a single tap, without apps or onboarding. Each scan is a measurable engagement moment, capturing first-party data on consumer behavior, content interaction, and timing. The result: insight that refines strategy and tailored interactions that build lasting loyalty.
Digital Product Passport
Turn compliance into consumer value
Digital Product Passports connect regulatory data with consumer-facing experiences. By linking each product to a digital twin, brands provide transparency, authenticity verification, and sustainability insight while creating new engagement opportunities. Avery Dennison's solutions consolidate everything across material provenance, environmental impact, and carbon footprint into a single secure digital record, giving consumers instant access to a product's full lifecycle. The result: compliance becomes a value-added consumer interaction, and loyalty compounds through verified authenticity.
Need help?
Ready to turn your products into engagement platforms? Talk to our team about connecting physical merchandise to digital experiences that drive loyalty, capture data, and grow brand equity over time.
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