French luxury brand Chloé is looking to make resale easier for its customers with a new digital ID system that provides complete traceability and improves the resale readiness of its products.
The initiative, which relies on a digital ID system powered by EON, is part of the company’s “Vertical” project, which aims to ensure authenticity, traceability and facilitate care and repair.
It works by enabling customers to scan the labels of Chloé items from its spring/summer 2023 collection with their smartphone to learn about its origins from the field to the finished piece.
According to Chloé, the digital ID system also unlocks an ownership certificate, allowing direct resale on a co-branded platform powered by Vestiaire Collective to achieve full circularity. Furthermore, the technology also offers product care and repair information to help consumers extend the lifespan of their pieces.
The brand added that attaching a digital ID to Chloé products enables instant resale capabilities and offers a streamlined customer experience.
The partnership with Vestiaire Collective follows the French fashion house’s previous pilot project, which launched in the U.S., Europe, and the U.K.
“The launch of Chloé Vertical is a testament to the meaningful progress that can be made towards developing a fully transparent and circular business model when there is collaboration across the industry,” said Riccardo Bellini, president and CEO of Chloé, in a statement to FashionUnited.
"I'm delighted to be enabling Chloé customers around the world the opportunity to make informed decisions about the transparency, traceability, and circularity of our products. I'm also pleased to be sharing the methodologies we have employed on this project via our Open Source initiative, which we hope will inspire a broad adoption of these principles throughout the industry, and I look forward to extending this innovative initiative further in the future."
Chloé said its digital ID capabilities would “play a key role in accelerating the business model transformations needed across the fashion industry,” and it plans to roll out the technology to all its products by 2025.
To kick off the project, Chloé is introducing its digital ID system to its bags, shoes, and ready-to-wear in linen, silk, wool, and leather items.
Photo credit: Chloé
