Jun 3, 2022
Imaginary Ventures’ Natalie Massenet, and
Natasha Franck, founder of digital ID-maker Eon
join BoF technology
correspondent Marc Bain to discuss Eon, how the technology works
and highlight the opportunities digital IDs could create for
a brand has with a consumer typically ends when a product is sold.
Digital IDs have the potential to extend that exchange, integrating
digital initiatives with products’ physical lives. A a flock of
start-ups and fashion power brokers want every item of clothing,
watch or handbag to have a digital twin, meaning, QR code-enabled
garments that lead to a website packed with information such as an
item’s material breakdown or suggestions on how to style it. It's a
concept that is well-established in the automobile industry and a
few other sectors, but has yet to gain traction in fashion.
Proponents believe it could unlock enormous potential for consumers
“It's moving from this very transactional
relationship that brands have with customers into this
service-based continuous relationship between brands and
customers,” said Natasha
Franck, founder and chief
executive of Imaginary Ventures-backed digital ID-maker Eon at
BoF’s Technology Summit.
- Eon makes digital twins of
physical products in the cloud based on information embedded in
items using a NFC chip, RFID tag or QR code for partners including
H&M, Gabriela Hearst and Zalando.
- Massenet compares Eon’s work to
building railroads at the beginning of the industrial revolution.
The tracks are still being laid, but she says digital IDs have the
potential to drive more connections and commerce.
- Digital IDs represent a first
step toward connecting consumers with web3 initiatives like the
metaverse, could enable more seamless reselling and re-ordering as
well as allow brands and influencers to collect royalties on
The Year Ahead: What Product
Passports Will Do for Brands: Brands are adopting new technologies that
store and share product information to improve authentication,
provide transparency and boost consumer trust. However, for
“product passports” to truly gain traction, businesses must
coalesce around common standards and engage with pilot projects at
What Digital IDs Can Do for Fashion: Proponents of the effort
to give every item its own digital identity say they’ll unlock
numerous benefits for brands and shoppers alike. But for these IDs
to work it will require overcoming some big obstacles
Is Fashion Ready to Put Its Supply Chain on the Blockchain?:
H&M and Kering are among the fashion players that have recently
launched pilot programmes to trace their supply chains using
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