Marc Baumann的动态

#DigitalProductPassports adopted by Bvlgari. Preserving product authenticity, ownership history and much more such information. Should be very interesting to use them. #Digitalproducts #Phygital

Important news re the evolution of Digital Ownership. Luxury goods are tokenized onchain and NFTs become DPPs. I write about this in my latest book From PCs to AI - Pioneering Digital Ownership and Beyond: Where the Power of Imagination Shapes the Future https://a.co/d/0gpOpizQ

Digital passports are increasing in demand as they provide transparency and credibility to luxury goods. If a consumer is going to invest in a luxury item, they want to ensure they are in value alignment and receive an authentic item about which they have information. This makes consumers feel more connected to brands and makes the exchange more personal and meaningful. It could also increase trust for those selling or buying pre-owned luxury items. #DigitalPassports #Authenticity #LuxuryGoods #LuxuryMarket

?? **Unlocking the Future of Luxury: Digital Product Passports** In the ever-evolving world of fashion, Digital Product Passports (DPPs) are set to redefine luxury retail in the EU. Consumers now desire deeper connections with their purchases, seeking insights on authenticity, repair, warranty, and resale options. EU regulations mandate DPP integration by 2030, presenting a pivotal moment for luxury brands to enhance loyalty and engagement. The growing consumer awareness highlights the transformative potential of DPPs in reshaping the pre-owned market and generating diverse revenue streams. Key Insights: ?? **Most Desired Attributes**: Comprehensive product details, authenticity certifications, aftercare services, warranty provisions, and resale information. ?? **Elevated Expectations**: Handbags, watches, and jewellery lead consumer demand. ?? **Prominent Brands**: Chanel, Gucci, Hermès, Prada, Dior, and Louis Vuitton at the forefront. Pioneering brands like Coach and Tod’s have already adopted DPPs, setting a roadmap for the industry. As Daniela Ott says, “Envision ambitiously, start with small-scale initiatives.” #LuxuryFashion #DigitalProductPassports #Sustainability #ConsumerEngagement #InnovationInFashion #liweb3 ? Join the conversation and stay ahead in the luxury fashion landscape! ? https://lnkd.in/e7QyW_AQ

With the retail market shifting, many luxury brands that once relied on wholesale are making the move to direct-to-consumer (DTC). And here’s why it’s a game-changer: not only do profit margins improve, but brands regain control over their discounts, messaging, and customer experience - essentials for maintaining that coveted luxury appeal. If you’re thinking about taking your brand DTC, here are three strategies we recommend to keep it exclusive: 1?? Limited-edition drops: Keep product releases fresh but intentional. By offering exclusive, limited-edition items, you create a sense of urgency while reinforcing the luxury status of your brand. This strategy encourages repeat engagement without saturating the market. 2?? Personalised messaging: With DTC, you can speak directly to your customers. Use platforms like Klaviyo to segment audiences and deliver messages that feel tailored and exclusive think VIP invites, early access to new collections, or a personalised thank-you note. A little touch of personalisation goes a long way in luxury. 3?? Exclusive offers (without heavy discounts): DTC gives you the flexibility to create high-value offers that feel exclusive rather than simply “on sale.” For example, offering a limited gift with purchase or early access to new lines keeps the premium feel intact without risking brand devaluation. As more premium brands embrace DTC, the key is to drive the narrative around your brand and offer customers a more bespoke experience. If you’re considering a shift to DTC, we’d love to help map out a strategy that maintains your brand’s high-end edge. Comment ‘DTC’ if you’re ready to chat about your DTC journey!

?? Luxury customers actually EXPECT digital product passports in their luxury goods.. ?? A recent survey* highlighted the growing demand for comprehensive product information by luxury customers. ?? The study found that luxury shoppers want to know about: - product origins - materials - environmental impact - compliance with regulations This is a BIG opportunity for brands embracing digital product passports (DPPs)! ?? Digital Product Passports provide a wealth of data, traditionally found in receipts, certificates and labels, accessible via NFC chips in or QR codes on the product. These passports are by the way required by law for all fashion goods in the European Union by 2030, and promise to transform how luxury items are bought, maintained and resold. ???? DPP's are part of the EU's Ecodesign for Sustainable Products Regulation, aimed at making the fashion industry more transparent and sustainable. They function like standardized labels for fashion items, offering extensive info that helps consumers make informed choices, all in an easily accessible format, enhancing the post-purchase experience. ?? Consumers already express a significant interest in DPPs, with high demand for features like product authenticity, aftercare and repair instructions, warranty details, and resale options. The integration of DPPs can significantly enhance the resale process by providing authenticated product details, making secondhand luxury items more attractive and valuable. ?? Brands like CHANEL, Gucci, Hermès, Prada Group, Christian Dior Couture, and Louis Vuitton are expected to lead the way in adopting DPPs. The survey revealed that more than half of the consumers are already aware of DPPs, although there is still a need for further education on their full potential. ?? Early adopters of DPPs are likely to gain a competitive advantage by aligning their offering with consumer expectations and regulatory requirements. Brands like Coach and Tod’s have started incorporating digital IDs into their products, logging details about materials, environmental impacts, authenticity and craftsmanship. ? However, challenges remain in implementing DPPs: supply chain traceability & finding the right technology for linking product info are the biggest hurdles. Brands must also effectively communicate the benefits of DPPs to consumers. ?? Small pilot projects can help luxury brands navigate these challenges and align DPP offerings with consumer expectations. ?? Is this the #1 chance to reimagine luxury brands' relationships with customers through digital product passports? #innovation #digitalproductpassports #luxury #retail #fashion #dpp #future #tech #commerce #business *survey conducted by Authentique, in collaboration with The Ordre Group and the customer experience agency Me, the Customer and I

?? ICYMI: The future of luxury is digital – just ask Prada Group. This Glossy piece dives into how Digital Product Passports (DPPs) are shaking up the high-fashion world. Prada is already testing the waters. In their pilot program, products with DPP-enabled storytelling saw a higher average spend from younger customers. For those unfamiliar, DPPs are essentially digital birth certificates for luxury goods. This can be linked to interactive features, like exclusive content or repair services. It's a way to build a deeper connection with your customers, and maybe even capture some valuable data on what they really care about. This tech can also combat counterfeiting, a massive issue in the luxury market. #luxuryfashion #ecodesign #sustainability #digitalproductpassports #blockchaintech https://lnkd.in/eAywbVx2

6 ways luxury brands can communicate their luxury status in ecommerce. From most straightforward to most complex (are you surprised at the first one?) 1. Improve Performance → Quality = technical performance → Optimize site speed → Minimize layout shifting, prioritize elegant page loading → Catch and eliminate all bugs → Make sure your site can handle traffic spikes 2. Use Great Visuals → High-quality photos and 360-degree views → Rich, optimized videos → Augmented reality for virtual try-ons → Live streaming events to share products and collections 3.?Provide High-Touch Customer Service → Offer private concierge appointments → On-demand before and after purchase live support → Shopping assistance and curation 4. Collect Social Proof → But not typical UGC videos → Curate aligned influencer visuals → Curate celebrity coverage showing your products → Quotes from aligned media: Vogue, T, WSJ, WWD → Show logos 5. Collaborate & Launch Exclusive Products in Drops → Partner with other brands or celebrities for exclusive product drops → Create hype with limited-time or limited-quantity releases → Use product drops to build brand excitement and engage younger shoppers 6. Use Technology to Reinforce Exclusivity → Luxury brands experiment → Digital product IDs for traceability / info / sustainability → Explore invite-only and exclusive access strategies → Consider advanced resale models where you own the experience What else says "luxury" to you?

??Luxury eCommerce: Why physical stores still rule the runway, during Fashion Week and beyond With ?????????????? ???????? ?????????????? ?????? this week in Paris and Copenhagen, ?????? ?????????????????? ???? ???? ???????????? ?????????? – but can eCommerce ever fully replicate the magic of in-store experiences? During the pandemic, luxury eCommerce surged, offering an online channel for customers who couldn’t visit stores. Yet, as physical stores reopened, luxury buyers returned. Why? Because ???????????? ??????’?? ???????? ?????????? ?????? ?????????????? – ????’?? ?????????? ?????? ????????????????????. ??? Here’s what sets luxury apart in eCommerce: ·???????????????????? ???????????????? ???????????????????????? ???????? ?????????? ???????????? ???????????? compared to non-luxury items across categories. For instance, Watches saw a 26-point gap between luxury (5.7%) and non-luxury (31.7%) in 2024. ·????????Trust matters. Higher price tags mean customers seek ???????????????????????? ?????? ??????????????????????, which are harder to guarantee online. ·????????Categories like ???????????????? ???????? (????.??% ???????????? ??????????) lead luxury eCommerce due to accessibility and frequent reorders. Luxury brands excel at ???????????????? ?????????????????????? ?????? ????????-????-???????? ?????????????????????? – elements hard to replicate on a website. As the market evolves, hybrid experiences could bridge the gap, but ???????? ????????????, ???????? ?????????????? ???????? ????????????, ?????? ???????? ?????????????? ???? ????????????.? What do you think – can eCommerce and luxury ever fully unite?

How Luxury Brands are Adopting Technology in Changing Times? Luxury brands are known for their avante garde’ designs, heritage and unique craftmanship. With technology becoming an inherent part of every industry, luxury companies have been quick to adopt digitization to enchant customers and strengthen brand loyalty. Here are some ways in which technology is changing luxury: ? Embracing E-commerce: traditionally, luxury companies have maintained a limited online presence, for the fear of losing exclusivity. However, with the pandemic and the e-commerce explosion, brands such as Tiffany, Gucci, Chanel etc. enhanced their sites to attract loyal customers and the millennial crowd. Thus, maintaining an omnichannel strategy, as the major sales continue to be through physical stores. ? Leveraging Social Media: Luxury brands face the complexity of appealing to the older customers, while also attracting the youth. Hence, several brands keep customers engaged with rich storytelling, virtual shows and powerful collaborations on Instagram, Snapchat and Facebook. For instance, Miu Miu’s iconic Wander and Arcadie bags being available as Bitmojis for Snapchat users, has increased the brand’s appeal among the youth. ? Transparency through Blockchain technology: Several Luxury brands have adopted blockchain technology to address customer concerns about ethical production. By offering a clear vision of their products and their origin, luxury brands build trust and loyalty among customers.? ? Thus, luxury brands are maintaining a fine balance between dynamic technological changes and their unique heritage.? #Technology #Merchandise #LuxuryBrands #Digitization