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Ralph Lauren unveils Digital Product IDs for its products

08
Nov '19
Pic: Ralph Lauren
Pic: Ralph Lauren
Ralph Lauren has launched Digital Product Identities (IDs) for tens of millions of Ralph Lauren products, starting with the Polo brand. As an iconic global luxury brand and a leading fashion company symbolising timeless style, Ralph Lauren’s Digital Product IDs give consumers the reassurance of authenticity paired with a connected product experience.

By scanning the Digital Product ID on the product label with a smartphone, consumers can confirm whether their purchase is authentically Ralph Lauren, learn about the product detail and receive styling tips and recommendations. Equally, the technology provides insight into the supply chain that helps drive efficiency around orders and inventory. Ralph Lauren is the first global retail brand to apply this technology at this scale and in unprecedented ways, the company said in a media statement.

The new technology gives consumers the power to authenticate Polo products themselves, helping to combat counterfeits, grey market items, and trademark infringement that can confuse the market. Digital Product IDs provide consumers with the reassurance that they have purchased an authentic Polo product.

In addition to authentication, creating unique digital identities for each product enables a variety of applications that personalise the consumer shopping experience and create efficiencies across supply chain management. These include increased connectivity for consumers who can scan the QR code to receive additional product details and styling recommendations. Across the supply chain, Digital Product IDs enable real-time visibility to track product from the point of manufacture and improve inventory management.

Ralph Lauren’s Digital Product IDs are hosted on an agile platform and as the programme scales, new features are continually being explored to unlock the full potential of this technology and build a stronger, more personalised relationship between Ralph Lauren and its consumers.

Digital Product IDs are being phased into all Polo Ralph Lauren products and are currently available for certain products in select global retail stores and on Ralph Lauren’s website.
The company’s mass-scale product digitisation was led in partnership with EVRYTHNG, a connected IoT platform, and with technology partner Avery Dennison.

“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. 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,” David Lauren, chief innovation officer of the company said.

Fibre2Fashion News Desk (GK)


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