On 21 May, Vogue Business hosted a dinner in partnership with digital product passports (DPP) and connected product specialist Certilogo at the Maine Mayfair in London, bringing together a group of fashion and luxury executives from the likes of Longchamp, AllSaints and Stella McCartney for an intimate discussion on the rapid acceleration of authentication and connected experiences. Certilogo, which also partnered with Vogue Business in Paris in April, provides bespoke DPP solutions for brands with embedded authentication and added value services that elevate the customer experience.
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Vogue Business’s head of custom insights, Anusha Couttigane, began by sharing insights from the latest Vogue Business Index, which revealed that brand adoption of digital authentication tools has risen from 53 per cent in H1 2024 to 67 per cent in H1 2025 among the top 60 global luxury fashion brands featured in the Index. She also expressed that the rise of authentication tools is helping to boost confidence in the luxury market at a time when economic volatility is raising interest in the resale market, but also giving rise to more counterfeits. Couttigane highlighted the need for brands to offer better guides and tools to shoppers, encouraging engagement with brands and the provenance of products.
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Michele Casucci, founder and general manager of Certilogo, shared the story of Certilogo’s development, highlighting the importance of creating a brand experience around traceability tools that engages shoppers with the heritage and craftsmanship of products.
He also spoke about the many uses of DPPs — not just as a traceability and authentication solution, but as a vehicle for providing services to shoppers, from repairs and unique brand experiences to resale support and even rental. DPPs can create a touchpoint between the shoppers and the brand at each of those circular opportunities, even if that shopper hasn’t originally purchased directly from the brand. This bridges the gap in what is often a grey area for brands, which have limited control over how their products are distributed or perceived beyond their direct sale.
The dinner sparked a conversation among guests, who came from senior backgrounds across marketing, digital and e-commerce, about the challenges of mobilising people across both brands and consumers on the topic of circularity. Guests also spoke about the twofold challenge of complying with new legislation while ensuring the end-user experience of new systems matches the expectations of luxury brands. However, in an increasingly data-driven world, where consumers are more protective of their data than ever, the possibility of creating bespoke interactions that harness shopper behaviour, perception and feedback creates enormous value for brands. Furthermore, connecting shoppers to post-sales services and enabling them to share user-generated content about their experiences helps foster a greater sense of care and community, ultimately creating a more positive association with the brand.
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