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Diesel partners with Certilogo to tackle counterfeiting
10
Feb '17
Courtesy: Certilogo
Courtesy: Certilogo
Diesel has partnered with Certilogo, a leader in consumer-assisted product authentication, to let consumers verify the authenticity of a pair of Diesel denim, before purchasing it. By the end of this year, all Diesel denim will display the Certilogo code on a heat-printed label in the waistband along with the writing ‘Scan for Authenticity’.

Both the entities have come together to protect customers around the world from fake products. Consumers can receive a fast and free confirmation that the product is authentic in any of these three easy ways – by simply scanning the code with a standard QRcode reader on their smartphone, with the dedicated Certilogo application customised for Diesel or by registering and entering the product’s CLG code at certilogo.com.

“In a new consumer landscape driven by appreciation for high quality, we embrace the trust of our consumers, creating a direct dialogue with them. With Certilogo we will empower Diesel fans to authenticate the unique identity of our denim, making sure they shop our original products in a safe and secure way,” said Alessandro Bogliolo, chief executive officer of Diesel.

“This is a smart move on Diesel's part. The relationship between brands and consumers has changed in the digital age. It is not acceptable to say, 'Buyer beware and good luck' about fakes when every one of us has the technology in our pocket to stop it,” said Michele Casucci, CEO of Certilogo.

Counterfeit and pirated goods drain off an estimated $1.8 trillion in revenue from consumers, legitimate manufacturers and tax authorities annually. An estimated 25 million jobs worldwide have been lost as a result. Demand from consumers for a simple and reliable tool to identify and avoid counterfeit products has powered more than 100 per cent growth in same-day, year-over-year authentications at certilogo.com since 2013.

Since the first 5-pocket denims coded with Certilogo arrived in store, consumers from more than 70 countries have connected to the Certilogo platform to ensure their purchases were authentic. About twenty percent of those authentications were performed by shoppers considering a purchase, 64 per cent were performed after a purchase in a physical store and 16 per cent were performed after a purchase in an online store or marketplace. (KD)

Fibre2Fashion News Desk – India


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