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In fitting rooms within its store located in the Brisbane suburb of Carindale, the retailer has launched its Try On Your Sound service, in which selected denim jeans carrying an RFID tag will trigger a playlist of music individually chosen to match that clothing.
Mark Coombes, Cotton On's group marketing manager, says the technology was designed to create a "mini gig" experience in the fitting rooms for its target market of teenagers to young adults-a generation that he says defines itself both by music and fashion, as a means of self-expression.
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