Seals and paper certificates are increasingly being replaced by digital certificates of authenticity via a tag equipped with a chip, as proposed by the manufacturer Max Luxury Packaging at the recent Edition Spéciale by Luxe Paris show. Other brands are considering integrating these tags containing certificates directly into the product, as pioneered by Moncler. To go even further, research is currently being conducted to make the chip completely invisible, sewn or thermally bonded to the product and resistant to washing.
The benefits of these integrated "identity cards" in luxury products are not limited to combating the gray market and counterfeiting. This primary objective should not be underestimated—in 2019, the EU Intellectual Property Office already estimated the value of the global trade in counterfeit goods at €412 billion—but it is important to note that many other benefits follow.
First, the luxury industry is committed to delivering a unique experience to its customers, and chips embedded directly into products can provide a wealth of content that helps create a truly unique bond between the product owner and the brand. Going far beyond simple attributes of quality and origin, or care instructions, it is now possible to present the story of the product, offering an unprecedented narrative of its journey from design to manufacture. A video showing the farmer who produced the silk for your scarf? The glove maker preparing your birthday gift? A leatherworker sewing your bag? It becomes possible to truly immerse shoppers in a personalized word of luxury.
These new passports and the digital platforms they access also open the door to a universe of exclusive offers that demonstrate the brand's commitment to its customers. In an increasingly phygital shopping environment, it will be even easier to identify a customer wearing a branded item, allowing the advisor to take an even more personalized approach, even in-store.
Similarly, integrated "identity cards" in luxury products highlight the brand's CSR policy. Whether driven by consumers' growing attachment to "green" values or legislation such as the CSRD at the European level, brands will have an easy way to demonstrate that their supply chains are responsible, their carbon footprint minimized, and their employees well paid. Certifications related to manufacturers and suppliers can also be included, providing all the necessary evidence necessary to display a valuable label such as "Made in France” or “Made in Italy”. As with Givenchy, which recently announced that it must specify the origin of the cotton used for products imported into the United States, transparent publication of material
information forces brands to choose more responsible suppliers. From another perspective, it also facilitates the reuse of materials at the end of their life, and their recycling when reuse is no longer possible.
Finally, with the growth of the Vinted second-hand platform set to be six times that of the fashion industry as a whole in 2023 compared to the previous year, the value of second-hand items is emerging as a key pillar in the brand ecosystem with tangible benefits for both customers and the environment. The new integrated "identity cards" provide consumers with a simple and secure way to verify authenticity, as well as an application that includes the product's history (e.g., any repairs). In this way, brands strengthen customer confidence in their products and stimulate resale. By promoting circularity, they extend the life of items and minimize waste, ultimately reducing the company's environmental footprint.
As the luxury market experiences remarkable growth, reaching an impressive €1.5 trillion by 2023, investing in cutting-edge technologies is not only justified, but essential to remain competitive and meet growing customer expectations. Indeed, the future of luxury lies in the digital age, where technology complements the sector's core values: quality, creativity, and craftsmanship. Luxury brands are embracing this evolution by integrating technological advances that enhance the value of their heritage. At the heart of it all are new benefits: a sign of the inexhaustible creativity of both the historic luxury sector and the young connected world industry.