Ralph Lauren is integrating digital product identities into millions of its products in a bid to tackle widespread counterfeiting of its brand.
Digital product IDs will be installed in the labels of tens of millions of Ralph Lauren products, starting with its flagship Polo brand
Customers will now be able to scan product labels with their smartphones to confirm whether the item is authentic, receive styling tips and recommendations, and learn more about the product in question.
Ralph Lauren partnered with Evrythng and Avery Dennison to integrate the new digital labels on a mass-scale in its supply chain.
The IDs are currently available for certain products in select physical and online stores, but the brand says it will eventually phase them into all products.
“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,” Ralph Lauren’s chief digital officer David Lauren said.
“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.”