Tuesday, March 5, 2024
Tuesday, March 5, 2024
HomeFashionCan luxury brands trust authenticators to weed out fakes?

Can luxury brands trust authenticators to weed out fakes?


This is where technology comes into play, experts say. “There will always be the possibility of human error when verifying the authenticity of a piece,” says Chelsea Henríquez, content creator and advocate for secondhand shopping. “Even the most trained eye might occasionally miss a really good fake.”

“The high quality of replicas increases the risk of human error, underscoring the need to combine expert knowledge with AI,” says Edited’s Marci. “The absence of strong digital or AI authentication methods puts this valuable experience at risk and poses a risk to the integrity of timeless products and their creators.”

Some say the rapid progression of artificial intelligence technology in recent years has been a game-changer. “AI has already transformed authentication. Many tens of millions of items have been certified using AI, building trust in many parts of the collectibles and luxury goods spaces,” says Vidyuth Srinivasan, co-founder of luxury authentication platform Entrupy.

“Integrating AI into luxury authentication not only improves security and accuracy, but also has the potential to streamline processes, especially as the resale market rapidly expands,” says Marci.

However, Fashionphile does not believe that AI will ever replace human authenticators. “AI requires a huge amount of data to train the tool, and you don’t have data on something you’ve only seen one of,” Davis says. “Alison (Young) and her team see elements every day that they have never seen before; That will always happen again with brands that produce new changes seasonally.”

Digital IDs are also expected to help luxury brands track their products after the point of sale. Starting in 2026, the European Commission will require brands selling in the EU to equip their items with digital product passports.

British luxury brand Mulberry is among those that have revealed plans to add identification to all its products in the coming years. “The technology remains valuable for luxury retailers to create digital passports for physical products using unique features and metadata within the blockchain, turning them into a unique and traceable asset that cannot be altered, which will provide authentication, prevent counterfeit and will track purchase histories if resold.” ”Marci says.

Fashionphile believes this is more likely to transform authentication than AI. “It would be as easy as scanning a bag, because you could verify the information on that chip,” Davis says.

Working together, building trust

Improving training and investing in artificial intelligence and digital IDs will help improve authentication accuracy, but experts say brands and reselling platforms must build closer relationships if they want to root out counterfeits.



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