DEFENDING LUXURY: AI’S CAMPAIGN AGAINST FAKE FASHION
By Julia Black
Counterfeit products have plagued the luxury fashion industry for decades, potentially costing high-status brands billions of dollars in lost revenue. Cheap replicas used to be easily identifiable because they lacked the high-quality features of the genuine product. However, technological advancements in the hands of counterfeiters have made it increasingly difficult for the human eye to distinguish between real and fake designer products.
Euro News reports that in just 2020 alone, the fashion industry was pummeled with $47 billion of counterfeit products. These products are often thought of as being sold on city street corners, however fake luxury goods have expanded to being sold online. Consumers can be duped into paying full price for fake products on the internet and even the brand’s retail stores have been duped by people ‘returning’ counterfeit products for refunds.
Luckily, AI has emerged as a promising solution to this multi billion dollar problem. AI is being harnessed in new and innovative ways to combat the proliferation of fake luxury products. Apps such as “Authentique” and “Entrupy” are leveraging AI to help consumers authenticate products quickly and accurately.
The Authentique app requires nothing more than an iPhone camera to scan items and verify authenticity. AI within the app detects intricate patterns, stitching, and other subtle details nearly impossible for the human eye to recognize and concludes if the product is real or fake. Entrupy, another AI-driven solution, guides users through a series of prompts to determine the authenticity of a product within as little as 30 seconds. The same process would take a person who is trained to spot fakes many hours.
AI-centered strategies are also making a difference for re-sellers of luxury goods. Companies like The RealReal and StockX have been dealing with allegations of fakes getting past their detectors, so new technologies could make a difference for second-hand companies. StockX has notably been making an effort to use AI at scale, and has begun developing ‘machine vision’ to catch fakes that make it to their authentication centers. The RealReal has similarly established its own AI based system called “Vision,” which has already been used on over half of the bags the company receives.
Technology is also playing a vital role in brand protection for luxury fashion houses themselves. AI-driven systems are being implemented by brands to track their products and prevent return fraud. LVMH is at the vanguard of AI counterfeit detection with the introduction of a system that embeds tiny chips in their products and automates the tracking of them from the time they leave the manufacturing facility. This deters counterfeits while also reducing the risk of receiving fake or used items when purchasing from legitimate companies.
AI is transforming how fashion brands operate and interact with customers, increasing trust and potentially brand loyalty. Consumers are growingly conscious of the risks and spread associated with counterfeit goods, and people are gravitating towards businesses that invest in AI powered authentication and brand protection measures. In this tech-driven era, AI is leading the way in the fight against counterfeit fashion.
Euro News reports that in just 2020 alone, the fashion industry was pummeled with $47 billion of counterfeit products. These products are often thought of as being sold on city street corners, however fake luxury goods have expanded to being sold online. Consumers can be duped into paying full price for fake products on the internet and even the brand’s retail stores have been duped by people ‘returning’ counterfeit products for refunds.
Luckily, AI has emerged as a promising solution to this multi billion dollar problem. AI is being harnessed in new and innovative ways to combat the proliferation of fake luxury products. Apps such as “Authentique” and “Entrupy” are leveraging AI to help consumers authenticate products quickly and accurately.
The Authentique app requires nothing more than an iPhone camera to scan items and verify authenticity. AI within the app detects intricate patterns, stitching, and other subtle details nearly impossible for the human eye to recognize and concludes if the product is real or fake. Entrupy, another AI-driven solution, guides users through a series of prompts to determine the authenticity of a product within as little as 30 seconds. The same process would take a person who is trained to spot fakes many hours.
AI-centered strategies are also making a difference for re-sellers of luxury goods. Companies like The RealReal and StockX have been dealing with allegations of fakes getting past their detectors, so new technologies could make a difference for second-hand companies. StockX has notably been making an effort to use AI at scale, and has begun developing ‘machine vision’ to catch fakes that make it to their authentication centers. The RealReal has similarly established its own AI based system called “Vision,” which has already been used on over half of the bags the company receives.
Technology is also playing a vital role in brand protection for luxury fashion houses themselves. AI-driven systems are being implemented by brands to track their products and prevent return fraud. LVMH is at the vanguard of AI counterfeit detection with the introduction of a system that embeds tiny chips in their products and automates the tracking of them from the time they leave the manufacturing facility. This deters counterfeits while also reducing the risk of receiving fake or used items when purchasing from legitimate companies.
AI is transforming how fashion brands operate and interact with customers, increasing trust and potentially brand loyalty. Consumers are growingly conscious of the risks and spread associated with counterfeit goods, and people are gravitating towards businesses that invest in AI powered authentication and brand protection measures. In this tech-driven era, AI is leading the way in the fight against counterfeit fashion.