Over the last 18 months, we’ve all - fashion and luxury brands, hardware and software service and solution providers operating in the sector - asked ourselves which changes we need to implement to accelerate digital transformation. We’ve all participated in at least one virtual conference on the subject. In recent research carried out on the resilience of the fashion sector in Italy in response to the impact caused by the pandemic, SDA Bocconi revealed that about 50% of Italian brands have adopted or plan to adopt a smart tagging solution, and that 63% of these cases include a consumer-facing authentication service. Therefore, in May and June of this year, we interviewed 3,500 users in over 100 countries who connected to products equipped with smart tags with a view to understanding who they are and the impact of the connected product experience on their inclination to interact with the brand and make purchases in the future. The interviews were initiated via the smart tag itself and featured a 4-question questionnaire at the end of authentication.