Authenticity has become an essential factor in shaping consumer preferences and purchasing decisions in today's market. But why is it so important? One might think that knowing a product is authentic is important for only for economic motivations. After all, for many people the purchase of a luxury handbag or a pair of brand-name shoes...

Co-founder of luxury resale boutique Downtown Uptown discusses the challenges facing the luxury resale industry and its role in fashion's sustainability journey Giji Gya is the co-founder of Downtown Uptown, a hybrid physical and online luxury resale space in Geneva, Switzerland. The store specialises in consignment, rental, resale, recycling, repairing & upcycling authenticated luxury...

New legislation in both the U.S. and E.U focused on extended producer responsibility is demanding brands find solutions to better trace, authenticate and regenerate their products, as well as fighting counterfeit products made in their name. Connected products with secure digital product IDs are becoming an indispensable solution for brands to ensure they are compliant with...

Why building trust should be a key pillar of your brand strategy One of the most popular features of connected products is product authentication. It is a powerful tool that enhances sales conversion rates, boosts desirability, and increases product value. The Brand Asset Valuator (BAV) framework, widely adopted throughout the brand marketing industry, identifies...

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...

Secure digital IDs on products provide businesses with the ability to authenticate products with confidence. This capability offers significant benefits to businesses that extend beyond building consumer trust. Authentication can be used to improve operations, products, and services. Here are eight examples of how businesses are utilising authentication. Successful implementations of product authentication Consumer...

The essential features that Connected Products and Digital Product Passports can’t go without As brands adopt digital IDs and product passports to support their traceability, consumer engagement and sustainability strategies, it is essential that they also put in place measures to ensure their security. Simply because a product’s ID is digital and unique to...

Consumers are increasingly more concerned about wanting to buy authentic products. As increasing numbers of brands adopt digital IDs and markers to offer authentication services to their consumers, connected product technology is changing the consumer's perception of what’s genuine and what are the new symbols of authenticity. Decoding authenticity in the era of connected products In the...