Diesel, an Italian retail clothing company, is set to roll out a new verification tool which aims to authenticate its jeans to fight against counterfeiting by the end of the year.
The denim brand has teamed up with an Italian firm Certilogo to produce a heat-printed QR code label which will be attached to the waistband on all its denim jeans along with the writing “Scan for Authenticity”. “In a new consumer landscape driven by appreciation for high quality, we embrace the trust of our consumers, creating a direct dialogue with them. With Certilogo we will empower Diesel fans to authenticate the unique identity of our denim, making sure they shop our original products in a safe and secure way,” says Alessandro Bogliolo, Chief Executive Officer of Diesel.
Wearers will be able to either scan the code using a QR scanner with their smartphone or enter the code in the online portal (www.certilogo.com) to verify if the denim is authenticated or not.
“This is a smart move on Diesel’s part. The relationship between brands and consumers has changed in the digital age. It’s not acceptable to say, ‘Buyer beware and good luck’ about fakes when every one of us has the technology in our pocket to stop it,” commented Michele Casucci, CEO, Certilogo.
Certilogo currently features the Certilogo QR code in brand’s 5-pocket denim, which has been used by customers in more than 70 countries around the world.