VApparel will combat counterfeiting, which provides a sustained and expensive threat to the fashion industry, and results in regular legal proceedings, product redesign and lost revenue. It also enables the delivery of targeted offers and promotions to compliment loyalty programmes and marketing strategies.
“Dewhirst has a predilection for value, ethics and innovation, and the partnership will bring this traditional but innovative fashion brand to the forefront of modern technology. Dewhirst is pioneering the use of this technology on wearable items across its international network and we plan to work together to use VApparel for many more applications in future,” said Louis-James Davis, CEO of VST Enterprises.
“VST Enterprises is one of the most innovative businesses that I have come across, and Louis is one of the most creative entrepreneurs that I have ever met. It will revolutionise engagement with the customer pre- and post-purchase, across sectors and geographies, ensuring quality, safe, genuine fashion,” said Anthony Wood, CEO of Dewhirst.
The universal scannable code technology is not limited to existing Dewhirst clients and can be deployed by any garment and accessory manufacturer or retailer wishing to improve protection against counterfeiters and fraudsters, says the official blog of the cybersecurity firm.
The cost of counterfeit in the EU sporting goods market alone is estimated at over €500 million per annum. This loss of revenue contributed to 2,800 jobs in the sector being cut in 2015.
Though cheaper, ‘fake’ fashion can seem like a good deal to consumers, it is consistently of lower quality and, when damaging chemicals are used during production, it can even prove fatal to the wearer. (KD)
Fibre2Fashion News Desk – India
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