In recent years, the fashion industry has seen a paradigm shift towards sustainable practices. Streetwear, a genre known for its urban aesthetics and cultural influence, is no exception. As conscious consumers (especially Gen Zs) demand transparency and ethical production, brands are looking for innovative solutions to meet these expectations. In this context, the Digital...

Shopping for pre-loved fashion online can be a fun activity, but there are a few key risks you should be aware of and try to avoid Shopping for pre-loved fashion online is not inherently dangerous, but sometimes can be tricky. Despite the increasing care that brands and online platforms put into preventing scams, being...

In the vibrant world of streetwear fashion, creativity and authenticity are the cornerstones that drive innovation and captivate consumers. However, lurking in the shadows of this dynamic industry is the pervasive issue of counterfeiting.  This illicit trade not only undermines the integrity of brands but also jeopardises the trust of loyal consumers. Unfortunately, counterfeiting...

TikTok dupe trend may seem great for the wallet, but it definitely has negative consequences for brands, the planet and also consumers. What is the TikTok Dupe trend about? First of all, the word “dupe” is a shorter form of “duplicate”, and in the context of TikTok it refers to users sharing their findings...

BAV stands for Brand Asset Valuator and refers to a brand equity model used to assess and measure the strength and value of a brand. Providing insights into how consumers perceive and relate to a brand, it helps companies understand their brand's positioning in the market. What is the Brand Asset Valuator? The Brand...

As brands adopt digital IDs and product passports to support traceability, consumer engagement and sustainability strategies, it’s essential to put in place measures to ensure their security. Simply because a product’s ID is digital and unique to each individual product doesn’t mean that it’s secure and its ID can be robustly authenticated. The pitfalls...

How solutions designed to counter the problem of fakes can actually make the problem worse? As brands adopt Digital Product IDs to support their brand protection, sustainability, traceability and engagement strategies, underestimating the importance of security can actually lead to damaging consequences that can lead to an increased risk of counterfeiting. The new symbols of trust...

Being able to distinguish real products from fakes is key to safeguarding trust and increasing value in the fashion industry. Key highlights: Counterfeits: The give-a-way signs  The counterfeit business is estimated to be worth $600 billion worldwide Discover how damage goes beyond brands and affects people and the planet Solutions to prevent counterfeiting can also be used to drive business...

Consumers are increasingly concerned about buying fakes How aware are you of the size of the issue of counterfeits in the fashion industry? Do you know the scale of the risk consumers are currently exposed to? This article provides a brief summary of the latest and most relevant data concerning the counterfeit problem. Key...

By embracing the power of artificial intelligence, fashion brands have the opportunity to stay ahead of the counterfeiting landscape and protect their customers from fraud.  The ever-evolving landscape of counterfeiting can be a challenge for fashion brands to stay ahead of the game, but AI-driven solutions offer them an invaluable advantage. By utilizing AI...