By  on January 10, 2013

One of the nation’s leading purveyors of radio frequency identification technology, or RFID, thinks it’s just getting comfortable in its natural home — the apparel specialty store.

R. Shawn Neville, president of Avery Dennison’s retail branding and information solutions unit, noted that RFID technology has been around for more than 40 years but is just now beginning to become established in specialty stores after early adoption by large discounters and, more recently, by department stores such as Macy’s Inc., J.C. Penney Co. Inc. and, in the U.K., Marks & Spencer.

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