Protecting the Consumer and the BrandAs crime syndicate operations become increasingly sophisticated, an alarming number of genuine retailers and online merchants may unwittingly become sales agents for imported counterfeit goods sold to consumers at genuine prices.
Alarmed by the growing sophistication of counterfeiters in legitimate retail situations, and an urgent request from consumer to know more about what is behind the brands we also developed New Luxury to provide consumers and brands greater protection from the threat of illegal and unauthorised imports. What makes a brand authentic?In the past, this question was always framed from the perspective of the brand itself. A particular brand offered to a consumer was either produced by the original designer or manufacturer and was authentic, or it was not and therefore a fake or counterfeit brand. These two alternatives were generally what traditional companies considered the determination of brand authenticity. For experiential luxury marketing and branding, however, there is a second authenticity factor which involves what is behind the brand including the use of authentic components, ingredients, or materials in producing luxury products as opposed to synthetic or artificial materials. This second authenticity factor is extremely important in developing experiential luxury brand programs that provide more than just a beautiful brand. For anyone in the luxury products space both authenticity factors must be considered to engage a quickly growing consumer demographic looking for greater value and experiences from the purchase and use of luxury brands.
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How Does the New Luxury Label Work?Counterfeit luxury goods pose an equally serious problem both to the brand and to the consumer. For brands, reputation and brand loyalty are at stake. For consumers, the effects of counterfeiting involve potential damage to their self-esteem and well-being.
Because of these factors, solutions have to engage both of these audiences to effectively combat counterfeiting. The good news is that while this problem is ever-present for luxury brands, New Luxury ™ has authentication protection programs which integrate point-of-sale authentication technology combined with online authentication methods. This allows consumers or retailers to have total transparency with track and trace exactly how the brand in question was transported along the supply chain. Digital authentication also empowers consumers to join in the fight against counterfeits this will increase brand awareness and loyalty, preventing consumers from being duped into purchasing a counterfeit. Digital authentication technologies not only authenticate products, but are also a powerful tool for luxury brand managers to engage with the brand’s customer base in the form of segmented promotions or new product information, which will encourage consumers to learn how to spot fakes and to buy authentic luxury brands. The system is simple to use, but offers a powerful disincentive for the counterfeiters around the globe. New Luxury ™ is a smartphone application that empowers consumers with a fast and convenient way to check an item’s authenticity before purchase, effectively removing the threat of purchasing a counterfeit product. The application pointed on our website is redirecting consumer to check if the product is authentic. This simple check provides consumers and brands complete confidence in the authenticity of each transaction, and ultimately, stops the sale of illegitimate goods at the most critical point in the supply chain. |
New Luxury ™ is a powerful new tool to enable consumers and brands to work together
to identify and stop the sale of counterfeit products and unauthorised imports in legitimate retail situations.
to identify and stop the sale of counterfeit products and unauthorised imports in legitimate retail situations.