Streetwear revolution: pioneering sustainability with Digital Product Passports

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...
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Products with authentication are worth more

Product authentication ensures the credibility of fashion items in the resale market, protecting both buyers and resellers. Product authentication involves verifying the authenticity and quality of products being sold in the secondary market, such as pre-owned or vintage fashion items. The fashion industry, particularly high-end luxury brands, is susceptible to counterfeiting, with fake replicas...
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Sustainability, transparency and circularity: the state of play according to the Digital Consumer Behavior 2.0 report

The Digital Consumer Behavior 2.0 report by Avery Dennison and GWI explores digital consumer behavior and how technology, rising cost of living crisis, and changing consumer sentiment are transforming the fashion marketplace The report examines consumer priorities and expectations, but also what information they desire to have from brands. The data are very interesting...
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Authenticity: Why consumers want product authentication

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...
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The legislation that means brands must adopt secure product authentication

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...
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How building trust drives sales

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...
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The rise of the super-fake

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...
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8 ways brands are using product authentication to boost their business

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...
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The characteristics of a secure Digital Product Identity

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...
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