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...

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...

The Millennial generation, born between the 80’s and the 90’s, are digital natives and pioneers of the Internet era especially when it comes to online shopping. Who are Millennials? The Millennial generation or simply Millennials, is the generation born between the beginning of the 80’s up until the mid 90’s (usually, it’s considered the period between 1981 and 1996),...

The role of the 'Secure by Design' Digital Product Passport. In case you were unable to attend the Luxury Summit 2023, you can watch the video of Certilogo CEO and founder, Michele Casucci’s interview by IlSole24Ore journalist Chiara Beghelli, during the round table on sustainability. Casucci draws attention to the important theme of the...

All brands want to know what consumers really think about them and their products. The customer satisfaction survey is the best tool to gain this insight. What is a customer satisfaction survey and why is it needed? A customer satisfaction survey is a very useful and interesting tool to gain a clear vision of the brand’s...

Influencer marketing is a form of marketing enabling companies to collaborate with individuals - called influencers - in order to increase brand awareness and promote products and services through specific content strategies. This marketing field fits perfectly with social media, as influencers are content creators specialised in specific sectors and running profiles with big followings who are able...

Product authentication: everything you need to know but they will not tell you Are you looking to connect your products? Will you be equipping your products with Digital IDs to support your brand protection, consumer engagement, traceability or sustainability strategies? Then, here are 12 things you need to know before you adopt Digital IDs and Digital...

Digital technology has revolutionised the way fashion brands interact with and engage customers. Now, AI for customer engagement is a further evolution.  Why AI is important to drive customer engagement? First of all, what is customer engagement? It is the process by which a brand manages to make customers feel valued, informed and motivated...

The fashion industry is no stranger to ecological and ethical issues. In a climate of growing attention, sustainability reporting is an increasingly useful tool. Under pressure from customers and stakeholders, fashion companies are increasingly looking for green and ethical practices. However, the risk of falling into greenwashing is always around the corner. One of...

Packaging in fashion represents a key factor to deliver effective sustainability-orientated strategies starting from the ability to communicate effectively through the product itself. What is packaging in the fashion industry? Packaging in fashion represents a key element and plays a much bigger role than people could realise, especially in the technology and sustainability driven era we’re...