As the fashion sector combats a spike in counterfeit
goods amid its mission to become more transparent with consumers about the
journey of the goods they buy, an expert tells Just Style how blockchain can be
leveraged to give customers "deeper insights" into their purchases
including its origin and previous ownership.
January 18, 2024
Data
analysis company GlobalData defines blockchain as an electronic ledger of
transactions that is continuously maintained in blocks of record and is jointly
held and run by all participants. It is coupled with cryptographic security
making the ledger tamper-proof.
GlobalData further highlights that
blockchain is increasingly being used in the supply chain to guarantee
authenticity and provenance.
In simpler terms, by using blockchain, each
stage of a fashion product’s lifecycle can be recorded and verified including
the creation of raw materials, manufacturing, distribution, and retail.
Digital transparency company, Everledger
referred to the recent Global Brand Counterfeiting Report estimated losses of
nearly $100bn due to the counterfeiting of goods. The company believes
“protecting brand authenticity” has therefore risen high up in the agenda for
businesses.
The company said: “When products from a
fashion label are counterfeited, reputations built on craft, origin, and
quality are inevitably tarnished. The leading brands must find new ways of
reassuring customers that they are buying the genuine article.”
In a recent counterfeiting fiasco, Fast
Retailing’s Uniqlo filed a lawsuit against fast-fashion retailer Shein for
copying its “Round Mini Shoulder Bag.”
As part of the petition, Uniqlo demanded an
immediate halt to the “sales of the imitation products,” and sought
compensation for damages incurred by the company as a result of these sales.
The petition was filed on 28 December 2023,
against three operators of Shein, namely, Roadget Business Pte. Ltd., Fashion
Choice Pte. Ltd., and Shein Japan Co. Ltd. in the Tokyo district court.
Uniqlo disclosed that the company lodged
this complaint after identifying a striking resemblance between the form of
Shein’s “imitation products” and their own. Uniqlo asserted that the sale of
these “imitation products” by Shein significantly undermines the “high level”
of customer confidence in the quality of the Uniqlo brand and its products.
A spokesperson from Shein told Just Style
that the fashion retailer respects the intellectual property rights of others
and takes all claims of infringement seriously and is currently investigating
this matter.
Nicklas Nilsson, consultant of Thematic
Intelligence at GlobalData, explained that blockchain, especially in
combination with IoT (Internet of Things) solutions, offers a promising
solution to ensure product authenticity.
Nilsson continued: “While blockchain itself
cannot physically prevent the creation of counterfeit goods, it can create a
secure and immutable record for each product, which makes it easier to verify
genuine products and track their origin. However, its effectiveness depends on
several factors, including integration with technologies like RFID (Radio
Frequency Identification) and NFC (Near Field Communication), which serve as a
bridge between the physical product and its digital representation on the blockchain.”
He shared an example of purchasing a
second-hand handbag from a retailer, adding how each authentic handbag can be
equipped with an NFC chip containing a unique identifier linked to the
blockchain.
Nilsson pointed out: “When this NFC chip is
scanned at resale, it triggers an update both on the chip and on the blockchain
record, effectively registering the change in ownership. If a counterfeit bag
with a cloned NFC chip appears on the market, scanning it would reveal
inconsistencies, flagging them as potential fakes. While this system doesn’t
determine which bag is the original without physical verification, it raises a
red flag about the item’s authenticity, prompting further investigation. As such,
the dynamic interplay between NFC chips and blockchain significantly increases
the barrier to create counterfeit goods, enhancing brand protection and
consumers in the high-value fashion market.”
In the case of Uniqlo and Shein, Nilsson
said Blockchain could potentially support IP protection by providing a digital
registry of designs and trademarks, making it easier to prove originality and
ownership. However, he noted that the enforcement against copying and
infringement primarily remains a legal challenge.
Last, he believes that in addition to
enhancing anti-counterfeiting measures, blockchain implementations like the
above offer added benefits to consumers, such as deeper insights into their
purchases. It provides information about a product’s origin, warranty, repair
history, and previous ownership, catering to the growing consumer demand for
transparency and responsible sourcing.
GlobalData’s company filings data from
January 2019 to 2024 show ‘blockchain’ as a dominant theme in the apparel
industry. The mentions of ‘blockchain’ peaked in 2022 with 114 mentions,
however, it dropped to an all-time-low of 32 in 2023.
Other themes that followed were technology
and crypto, with 11 and 44 mentions respectively in 2023.
While data highlights that blockchain is the
talk of the town, the pace of adoption for this technology is fairly nascent.
Nevertheless, the apparel industry recognises the potential of blockchain,
especially in addressing counterfeit issues in fashion and meeting the growing
demand for transparency.
Last year, Just Style reported blockchain
platform TextileGenesis had signed a memorandum of understanding (MoU) with the
International Cotton Association (ICA), to increase digital collaboration and
promote ethical trade and sustainability within the fashion and textile
industry.