This week Ralph Lauren Corporation, the global leader in the design, marketing and distribution of premium lifestyle products, has announced that they are going to launch Digital Product Identities (IDs) for tens of millions of Ralph Lauren products, starting with the Polo brand.
Made up of brands that include Ralph Lauren, Ralph Lauren Collection, Ralph Lauren Purple Label, Polo Ralph Lauren, Double RL, Lauren Ralph Lauren, Polo Ralph Lauren Children, Chaps and Club Monaco, among others, the Ralph Lauren Corporation wants to give consumers the reassurance of authenticity paired with connected product experience.
The Power to Authenticate
Giving consumers the power to authenticate, RLC hopes to help combat counterfeits, grey market items and trademark infringement that can confuse the market. They seem confident that the inclusion of Digital Product IDs will provide consumers with the reassurance that they have purchased an authentic Polo product.
“The application of this technology means every Polo product will be ‘born-digital’ “
So how does it work? Well, according to the American company, they have made sure that the process is easy. All the consumer has to do is scan the Digital Product ID on the product label with their smartphone. By doing so, the 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.
“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,” says David Lauren, Chief Innovation Officer. “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.”
When it comes to the ins and outs of the technology, Ralph Lauren’s Digital Product IDs are hosted on an agile platform, with features that are continually being explored to unlock the full potential of this technology and build a stronger, more personalized relationship between RLC and its consumers. In addition to authentication, creating unique digital identities for each product enables a variety of applications that personalize the consumer shopping experience and create efficiencies across supply chain management.
RLC has confirmed that Digital Product IDs are being phased into all Polo Ralph Lauren products allowing increased connectivity for consumers who scan the QR code to receive additional product details and styling recommendations. The great thing is that the Digital Product IDs technology works across the supply chain, enabling real-time visibility to track product from the point of manufacture and improve inventory management.
Founding editor-in-chief of FashNerd.com, Muchaneta is currently one of the leading influencers writing about the merger of fashion with technology and wearable technology. She has also given talks at Premiere Vision, Munich Fabric Start and Pure London, to name a few. Besides working as a fashion innovation consultant for various fashion companies like LVMH Atelier, Muchaneta has also contributed to Vogue Business, is a senior contributor at The Interline and an associate lecturer at London College of Fashion, UAL.