Italian fashion group Benetton has launched a multimedia element to its worldwide catalogues that will give customers behind-the-scenes access to its new collections.

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The retailer has introduced an “augmented reality” code on the catalogue’s back page, which customers can scan with a web camera to see videos of collections being put together and modelled on the catwalk.

Benetton hopes the initiative will forge a stronger connection between the brand and customers by increasing customer interaction.

The facility is being used on sister brand Sisley’s catalogue too.

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