Certilogo, a global platform of connected products and fashion consumer engagement systems founded in 2006 in Milan, has developed different innovations that help verify the authenticity of purchased products. According to the company a Certilogo solution is used in Europe by one user every eight seconds and in over 180 countries and is available in ten languages. More than 80 fashion brands are connected to its platform through single identifiers in the RFID, NFC and QR formats–both as numbers and digital fingerprinting–and blockchain. Consumers can quickly and reliably verify them via digital devices.

In addition to authentication services based upon AI technology, users can also access special contexts offered by brands that offer them custom-made digital experiences. Since 2019 Certilogo has also expanded its offer by using services that don’t need Certilogo codes but make authentication possible through image recognition of iconic items of selected luxury brands such as Chanel, Gucci and Fendi.

Certilogo also recently started a partnership with Avery Dennison Retail Branding and Information Solutions (RBIS), a comoany for physical and digital labeling solutions. RBIS’ Intelligent Labels division is one of the main partners in UHF RFID worldwide with over 1,750 patents and applications.

Michele Casucci, CEO of Certilogo, explained what he sees for consumer engagement and anti-counterfeiting action, and what benefits he expects for the future.
What benefits do you expect from the partnership with Avery Dennison?
Adding physical products the possibility to interact significantly with the final consumer has become an essential need in a world where the customer journey is digital by definition and every touch point with consumers has to be part of a coherent and integrated whole. The alliance with Avery Dennison has the great advantage to enlarge our capacity to offer brands a complete and ready solution that makes products “natively digital.” This partnership will also help us entering today in markets we cannot access independently.
Thanks to this partnership Avery Dennison has enlarged its offer becoming a Value Added Reseller of our solution.

How will luxury brands react to the economic stop imposed by Covid?
According to a study we carried ahead with SDA Bocconi, Confindustria Moda and Be Sight, we found out that brands want to invest more in technology and digital tools with the aim to differentiate themselves and accelerate digital innovation as much as possible. They aim to give their clients the possibility to remain connected and access always more particular experiences while bettering quality and speed of their process.
From this study we also found out that they will adopt Blockchain technology less. For 83% of the interviewed companies this technology still doesn’t seem fundamental for the digital transformation of fashion.

What services did companies and brands increasingly ask you for in the last months?
They have started accelerating their digital transformation both in their supply and demand chain. They are enlarging their capacity to satisfy consumers’ expectations for online shopping by offering more products, faster deliveries, less frictions during the purchase experience by, for instance, making the return of goods a simpler experience.
As consumers can also buy via social networks today how are they reacting to the present situation? How can they defend themselves from fake products before buying?
We offer useful solutions for such occurrences. Our clients’ products receive a specific unique Certilogo Code applied on the product’s label. Thanks to our technology based upon artificial intelligence we can discover eventual copied codes. The presence of characteristic elements on the label that can’t be falsified makes our answer all the more accurate.

How could jeans or a sportswear brand specifically defend themselves from counterfeiting episodes? Are there any new tools they might specifically include in their collections?
In addition to a “branding” action of the product that allows the accurate and simple authentication it is necessary that brands offer additional protection systems that altogether can create a system able to fight counterfeiting. This includes the systematic legal protection of intellectual property rights and the adoption of online brand protection tools that, for instance, can keep guard of online channels not directly checked by the brand and the constant action of informing consumers.

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