At the start of the spring/summer 2023 collection, Chloé presents the “Chloé Vertical” project. For this purpose, a digital ID was developed with technology partner EON for each product in the Chloé Vertical Capsule Collection, which can be scanned with a smartphone via the label. This allows users to trace the path of their product from the field to the finished part. They also get access to a certificate of ownership allowing for direct resale through Vestiaire Collective, as well as detailed product care and repair information.
By 2025, all products should have a digital product ID
Three product categories are currently planned for this first launch: bags, shoes and ready-to-wear. Chloé’s suppliers and manufacturers were involved in every step of the project. Thanks to this collaboration, the fashion house was able to understand the entire supply chain and production process for each individual product of the Chloé Vertical Capsule.
The project still only includes the Chloé Vertical Capsule, by 2025 all products of the brand should be equipped with a digital product ID. “The consistent use of a digital ID will play a key role in accelerating the business model change required across the fashion industry,” writes Chloé in a press release.
Authenticity, traceability, ease of maintenance, repair, resale
With the launch of the digital product ID, the company is pursuing three main goals: ensuring authenticity, traceability and facilitating care and repair. A dedicated Chloé Vertical page allows customers to learn about the entire manufacturing process, find care and repair instructions, and retrieve their Certificate of Authenticity with a unique ownership number. Through this section of the certificate, customers will have access to a link that will facilitate the future resale of the second-hand product directly through Vestiaire Collective. Chloé’s exclusive pilot with Vestiaire Collective will be launched in the US, Europe and the UK for a period of one year.
“I am delighted that we are empowering Chloé customers around the world to make informed decisions about the transparency, traceability and circularity of our products. I’m also excited to share the methods we used on this project through our open source initiative, which we hope will inspire widespread adoption of these principles throughout the industry, and I look forward to to continue expanding this innovative initiative in the future,” said Riccardo Bellini, President and CEO of Chloé.