Ugg Australia is opening a new technology-driven concept store in the upscale Tysons Galleria at the Tysons II mall in McLean, Virginia, in the outskirts of Washington, DC. The 2,110-square-foot store serves as the second innovation lab for Deckers Brands, Ugg Australia's parent company. The first, a multi-brand showcase located at Deckers' headquarters in California, was launched earlier this year to test the latest omn-ichannel formats across its string of labels. Knowing that customers can now buy any time on all platform, the new store format at Tysons Galleria introduces elements of online shopping into the brick-and-mortar experience. Radio-frequency (RFID) technology allows consumers to try on merchandise and view product information on four 65-inch HD touchscreens throughout the store. Consumers can then text themselves with a product link from the screens. Free Wi-Fi is also available in the store, and purchases can be made via iPads. This store concept is supposed to serve as a model to be later incorporated into other existing and future locations globally.

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