Luxury goods manufacturers put a lot of stock and pride into the superior craftsmanship and unique experiences they offer — and for good reason. What they bring to the market needs to be of the highest quality and incomparable to a forgery or knockoff; otherwise, they’ve lost their value proposition.
But with an ever-growing market of fraudulent items that deceptively imitate the real thing, anti-counterfeiting initiatives will continue to be a vital focus for both selling channels and brands looking ahead. Plus, with modern day consumers voicing the desire to be able to confirm the authenticity of the product during the in-store experience when they buy, ensuring that luxury goods are the “real deal” can actually become a wise branding choice, in addition to a vital inventory protection practice.
[Read the full article on MarTech Today.]
Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.
About The Author
With decades of experience in mobile communications, the Internet of Things and printed electronics, Davor Sutija is experienced and passionate about the scope to which the IoT could extend by incorporating disposable and consumer products. A passionate Internet of Everything (IoE) crusader, Davor is spearheading the effort to connect physical objects to the digital world, through NFC-based printed tags. Davor envisions a world where billions of disposable and consumer products each have a little bit of intelligence — and consumers will be interacting with related products by tapping their smartphones.