Dive Brief:
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Ralph Lauren Corporation introduced digital product identities for products to verify authenticity as the goods move through the supply chain, the company announced in a press release emailed to Retail Dive. The brand partnered with EVRYTHNG, an internet-connected software company, and Avery Dennison, a manufacturing and technology company, to roll out the digitization effort.
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With the digital product identities, consumers can authenticate merchandise, view product information and receive styling advice by scanning the QR code on the product label with a smartphone, per the brand's press release.
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The technology will be implemented across all Polo Ralph Lauren products and is available for certain merchandise in select international retail stores and on the brand's website, the company noted.
Dive Insight:
Counterfeit goods have long been a sore spot for retailers. As the resale market grows, online marketplaces like Amazon and resale platforms like The RealReal have fought to keep out fake goods. Last year Chanel accused The RealReal of selling counterfeit purses, to which the resale platform has denied and stated it "stands behind its authenticity guarantee and will continue to provide a safe and reliable platform for consumers to resell luxury items."
Brands and second-hand retailers alike have been attempting to combat counterfeit merchandise with the help of technology. Ebay, LVMH and Goodwill have tapped into blockchain, artificial intelligence and other technologies to fight fraudsters. Per the company's press release, the technology allows consumers to authenticate their goods at a time when fake merchandise is entering the market.
"The launch of digital product IDs demonstrates how we continue to use technology to deliver more for our consumers and ensure the integrity of our products throughout their lifecycle," Ralph Lauren's Chief Innovation Officer David Lauren said in a statement. "The application of this technology means every Polo product will be 'born-digital,' which represents a new milestone in data intelligence innovation in our sector."
