Avery Dennison Retail Branding and Information Solutions has teamed with Evrytng (an “Internet of Things” or “IoT” smart products platform provider) to offer fashion apparel, activewear and footwear brands such as the Janela Smart Products Platform.

The platform allows brands to embed “unique digital identities and data profiles” into its products. The venture aims to enable 10 billion products with the cloud-based identities, which have various application opportunities in the IoT space. The companies said they believed this to be the “largest number of IoT-connected products in a single deal ever.” The companies said as the growth of smartphones continues, “consumers expect to interact with brands through digital means” and the launch of Janela platform “enables the apparel and footwear industry to take this to a whole new level.”

Avery Dennison said that Evrytng’s platform allows its customers to digitalize their products — at the “point of manufacturing.”

“Once connected to the Web in this way, products can interact with smartphones to trigger applications and services that connect more intelligently with consumers,” the companies said in a statement. “Brands will become more interactive, providing personalized, real-time mobile experiences and content for each individual consumer and each item of clothing. Products will also become smarter, using real-time data analytics to tackle problems like product authentication for better brand protection and increased efficiency in supply chains.”

Deon Stander, vice president and general manager of Avery Dennison’s RBIS division, said the partnership with Evrythng to provide “unique software identities for consumer engagement and supply chain applications demonstrates our breakthrough solutions and commitment to driving innovation throughout the rapidly changing apparel industry.”

The ways in which brands can leverage the technology is varied and comprehensive. For example, companies can use it to mitigate counterfeits. Reordering products can also be done more easily. Shoppers can interact with products “by using their digital identities and their smartphones to reorder products they like or access similar products that they may want to purchase,” the companies said, adding that product histories could also be tracked — to include details about materials used, how it was sourced and made.

The platform and data generated can also bolster loyalty programs by encouraging consumers to interact with the products “to unlock personalized digital content, services, offers and extras, or link to third-party apps for other rewards and benefits.”

Other applications includes loss prevention and personalization uses as well as helping consumers “upcycle” products for sustainability purposes.