According to Certilogo, the world's first authentication and digital consumer engagement platform, 'Authentication for luxury brands is a must. Access to quick and easy confirmation that a product is authentic will soon be the new norm for luxury products thanks to LVMH and blockchain technology, according to a new report from Certilogo, the world's leading authentication and digital consumer engagement platform, founded in Milan in 2006, which allows anyone with a smartphone or computer to verify the authenticity of products they are purchasing. "Making Blockchain Real: LVMH and the future of Authentic Luxury". (translation: 'Making blockchain real: LVMH and the future of authentic luxury') explores the cultural and commercial potential of using blockchain technology for product authentication and supply chain transparency, two emerging priorities for luxury consumers in the digital age. The Coindesk website says the LVMH project will be launched in May or June for Louis Vuitton and Parfums Christian Dior, making LVMH the first global player in the luxury sector to adopt blockchain technology for large-scale product traceability and authentication. "When a leader with the reach and respect that LVMH enjoys decides that product authentication is a must for consumers of luxury products, it's time for every brand positioning itself in the luxury and premium segments to pay attention," says Michele Casucci, founder and CEO of Certilogo (pictured). Provider of authentication services for over 80 global brands Certilogo prepared Making Blockchain Real to identify the strengths and weaknesses of using blockchain technology to generate trust, engage discerning global consumers and add new value to the luxury shopping experience. "Blockchain is one of the most exciting technologies of our generation to show consumers where a product comes from, who made it and with what materials, and that it is authentic," says Casucci, "but there are also some limitations that need to be addressed." The report lists seven areas of development to look out for in the launch of the LVMH project and its adoption by brands. "This is the beginning of a new era for authentic luxury and this is good news for everyone," Casucci concludes. "We look forward to LVMH releasing more details about the project."
