Ralph Lauren has partnered with Evrythng and Avery Dennison to integrate digital labels throughout its supply chain in order to tackle widespread counterfeiting of its brand.

Digital product IDs will be installed in the labels of tens of millions of Ralph Lauren products, starting with its flagship Polo brand.

Customers will be able to scan product labels with their phones to confirm whether the item is authentic, as well as receiving style recommendations and learning more about the product.

The IDs are currently available for certain products in select physical and online stores, but the brand stated it will eventually phase them into all products.

Ralph Lauren’s chief digital officer David Lauren said: “The launch of digital Product IDs demonstrates how we continue to use technology to deliver more for our consumers and ensure the integrity of our products throughout their lifecycle.

“The application of this technology means every Polo product will be ‘born-digital’ which represents a new milestone in data intelligence innovation in our sector.”

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