Ralph Lauren is upping its efforts to combat the growing issue of counterfeit goods.
On Tuesday, the American label announced the launch of its Digital Product Identities, which allow consumers to verify the authenticity of Ralph Lauren merchandise. The IDs will be placed on product labels that can be scanned with a smartphone. According to the company, the technology will also offer real-time visibility into the supply chain from the point of manufacture, as well as give shoppers additional product details, styling tips, and recommendations.
"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," David Lauren, Ralph Lauren's chief innovation officer, said in a press release. "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."
The IDs were launched in partnership with EVRYTHNG and adhesive manufacturing company Avery Dennison. Ralph Lauren introduced the IDs among its Polo products, which are available in select stores and on the Ralph Lauren online shop.
