Chloé Rolling Out Digital ID to Facilitate Traceability and Resale

Chloé is helping the buyers of its clothes and accessories prepare those items for resale.

With its Spring-Summer 2023 collection, the French luxury brand is rolling out a digital ID that features labels that can be scanned with a smartphone to guarantee an item’s authenticity, show how to care for it and instantly resell it through fashion resale marketplace Vestiaire Collective, Chloé said in a post on LinkedIn.

“I’m delighted to be enabling Chloé customers around the world the opportunity to make informed decisions about the transparency, traceability and circularity of our products,” Chloé President and CEO Riccardo Bellini said in the post.

As PYMNTS reported in September, more luxury brands are now leaning into resale rather than looking down their noses at it or fearing its downstream effects on new item sales.

At the same time, brands must preserve premium pricing and authenticity while acknowledging that the luxury resale platforms can’t be ignored as a force in the industry.

For example, Swiss luxury watchmaker Rolex announced in December that it will begin certifying its pre-owned timepieces.

Rolex said the program lets consumers purchase pre-owned watches that carry the brand’s certification and guarantee.

“Its aim is to bring added value to the existing supply of pre-owned Rolex watches,” the company said at the time. “Because when these watches change hands, their authenticity must be attestable at the time of resale by the Official Retailers.”

The digital ID being deployed by Chloé in its new initiative is powered by EON and Trust Place. The luxury brand’s suppliers and manufacturers are involved in the project as well, making it possible to trace the linen, silk, wool and leather used in bags, shoes and ready-to-wear apparel, according to the post.

The pilot project is being rolled out in the United States, Europe and the United Kingdom and is to last one year. Chloé will share the project’s methodologies with others in the industry, per the post.

“The launch of Chloé Vertical is a testament to the meaningful progress that can be made towards developing a fully transparent and circular business model when there is collaboration across the industry,” Bellini said in the post.

For all PYMNTS retail coverage, subscribe to the daily Retail Newsletter.