The fashion market is experiencing a revolution decided and desired by the end customer who demands: more transparency, ethics, and wishes to know his product better. There are many expectations and it may seem difficult to meet them, yet the solution is within reach of a smartphone: it is the digital certificate of ownership.
Customers want to know the specifics and characteristics of their products and all the aspects surrounding it.
An online "product sheet" or a paper label with "Made in" is no longer enough today.
The trust between the brand and the customer can be undermined if the customer does not feel informed. This is where the digital passport (or certificate) of ownership comes in: a unique life book attached to each product. It contains information such as the composition and history of the product. The certificate is created on the blockchain, which makes the data entered into it tamper-proof but also dynamic, i.e. it will evolve as the product's life cycle progresses.
With digital certificates of ownership, we can authenticate and tell the story of the product and its brand, and thus build customer's confidence.
Today, buying and reselling second-hand products is increasingly common behavior. Ownership becomes secondary, but usage remains, especially among millennials and Gen Z customers. While these consumers have access to many sources of information, they very rarely come from brands.
The certificate, created by the brands in collaboration with Trust-Place, provides consumers with the key information they need and opens access to a new relationship with the brand. With the digital passport activated from the first sale (regardless of the purchase channel), the customer experience is harmonized and enhanced. Whether a product is purchased in Milan in the boutique of an Italian Maison, from a wholesaler in Dubai, or second-hand in a New York thrift shop, or whether it is offered as a gift... the connection will be made very easily.
But it won't be the same for everyone! By exchanging with the brand, it will get to know the customer and send him personalized messages that meet his expectations. The customer will learn to know his product, the know-how necessary for its creation, the history of the brand, and the craftsmen. The storytelling is augmented and will meet the client's need: to be part of a great story.
Stay Tuned for another Trust-Place case study.
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