What if you had the power to defeat counterfeiting?

Publication date:

05/10/2021

Categories :

The world of luxury goods has always been the object of covetousness and counterfeiting, due to the prestigious image it conveys and the feeling of belonging it provides. With the means used by counterfeiters, counterfeits are becoming more and more similar and difficult to detect. Traditional methods of ensuring product authenticity must evolve to meet the challenges of the modern world. Is the trained human eye still the only way to tell the difference between real and fake? In a world where the technologies used are constantly evolving, it is difficult to find the one you trust and that will give you complete satisfaction.

The world of luxury goods has always been the object of covetousness and counterfeiting, due to the prestigious image it conveys and the feeling of belonging it provides. With the means used by counterfeiters, counterfeits are becoming more and more similar and difficult to detect. Traditional methods of ensuring product authenticity must evolve to meet the challenges of the modern world. Is the trained human eye still the only way to tell the difference between real and fake? In a world where the technologies used are constantly evolving, it is difficult to find the one you trust and that will give you complete satisfaction.
Three technological innovations used together address this issue: the new generation of NFC (Near Field Communication) chips, image-based material recognition and blockchain.

NFC chips

They allow the transmission of information and communication without contact. An example we are all familiar with is the "contactless" option on our bank cards. The addition of dynamic encryption allows the card to generate a new code each time it is used. The level and intensity of the calculations carried out by the chips are such that it is then impossible to duplicate it, its security is then reinforced exponentially. Initially used to prevent fraud in online orders, dynamic encryption can now also be integrated into warranty cards associated with luxury goods. As these warranty cards are regularly counterfeited, this encryption provides total security for the company and prevents the warranty activation process from being falsified.

Recognition of matter through images

This is the most recent technology discussed in this article. It consists of taking a fully automatic, extremely precise photo of a product as it leaves production. But what is it used for? Each piece of clothing is unique. Meticulous details differentiate it from the others, undetectable to the naked eye. It is thanks to these details and to this level of precision that material recognition is able to authenticate each product as an original. This can be compared to a fingerprint. A large number of points on the product are recorded and then compared days, months, or years later to confirm the authenticity of the piece. Thanks to powerful algorithms and artificial intelligence behind this technology, the natural degradation of the product does not lead to any error in the recognition of the good. Authenticating products and recognising whether a piece is an original by means of a photo gives luxury brands a significant edge in the fight against counterfeiting. To top it all off, this technology generates greater transparency in the market, a concept increasingly favoured by the younger generation.

Blockchain

Blockchain is the hottest technology of the moment and is a process that allows information to be stored and transmitted transparently and securely. As soon as a piece of data is recorded in the blockchain, it becomes unforgeable. This makes it possible to guarantee the quality of the information linked to each component and/or intervention on the product throughout its life. The benefits in the field of luxury goods are particularly sought after. It is used to guarantee the traceability and transparency of information in a supply chain, which are very convincing arguments given current trends.

The synergy of these three technologies will allow the luxury world to evolve in a phygital world, where physical goods keep a digital duplicate attesting to their authenticity and uniqueness, while preserving the confidentiality of customers. The secure guarantee card, issued and activated at the time of sale, ensures the authenticity of the product and serves as an unfalsifiable digital passport for entry into the blockchain. Throughout the life of the product, image-based identification ensures that it has not been substituted. Together, these three technologies become a bulwark against counterfeiting. As advantageous as they are, the implementation of these technologies is an important decision for companies because it involves a complex yet essential digital transformation.

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