French fashion house Chloé is making resale items more easily traceable. Referred to as the “Vertical” project, the brand’s new “innovative digital ID system features technology powered by EON” and allows users to scan the labels of Chloé products with their smartphone in order to “ensure authenticity, traceability and to facilitate care and repair” of items. The digital ID will also include an ownership certificate, “which will allow direct resale through pre-loved marketplace Vestiaire Collective.” YPulse’s Mass Merch Mentality trend report data shows that even if price didn’t matter, over a quarter of young consumers say they would choose to shop at an online resale platform—and their affinity for resale markets proves that sustainability matters a great deal to Gen Z and Millennials. (Fashion United)
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