×
22
Fashion Jobs
LEVI'S
Regional Total Rewards Manager
Permanent · Singapore
LEVI'S
Manager, Trade Compliance - Regional
Permanent · Singapore
LEVI'S
Marketing Manager
Permanent · SINGAPORE
L'OREAL GROUP
Business Development Manager - l'Oreal International Distribution (Lid)
Permanent · Singapore
ESTÉE LAUDER
Supply Chain Executive (6 Months Contract), Travel Retail Apac
Fixed-term · Singapore
LEVI'S
Director, Marketplace Insights - Eap
Permanent · Singapore
LEVI'S
Assistant Manager, HR
Permanent · Singapore
LEVI'S
Director, Corporate Affairs, Asia, Middle East And Africa
Permanent · Singapore
LEVI'S
Inventory Management Lead, Asia
Permanent · Singapore
LEVI'S
Merchandising Operations Specialist
Permanent · Singapore
LEVI'S
Specialist, Brand Analytics & Tools
Permanent · Singapore
LEVI'S
Manager, Global Strategic Sourcing
Permanent · Singapore
LEVI'S
Stylist/ Senior Stylist
Permanent · Singapore
LEVI'S
Head of Diversity, Equity & Inclusion (Ama)
Permanent · Singapore
LULULEMON
Key Leader | Marina Bay Sands
Permanent · Singapore
LULULEMON
Key Leader | Singapore Takashimaya Ngee Ann City
Permanent · Singapore
LULULEMON
Educator | Singapore Duxton Road
Permanent · Singapore
LULULEMON
Key Leader | Singapore Duxton Road
Permanent · Singapore
LULULEMON
Educator | Singapore Takashimaya Ngee Ann City
Permanent · Singapore
LULULEMON
Educator | Singapore Ion Orchard
Permanent · Singapore
LULULEMON
Assistant Manager | Singapore Duxton Road
Permanent · Singapore
LULULEMON
Educator | Singapore Marina Bay Sands
Permanent · Singapore
By
AFP
Published
Apr 20, 2021
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

LVMH, Prada and Cartier join forces on blockchain

By
AFP
Published
Apr 20, 2021

Luxury groups LVMH and Prada along with Cartier announced Tuesday they are joining forces on a blockchain that will allow consumers to authenticate their goods.


A 2020 campaign from Louis Vuitton



Called the Aura Blockchain Consortium, the initiative will offer a secure method for consumers to access information about to a product's history, including the materials used and craftmanship.

Luxury groups have long worried about fake copies of their products, and they are keen to let customers know about how they are made in order to build their brands.

"Consumers can easily and transparently follow a product's lifecycle, from conception through distribution, with trusted data throughout, and thus strengthen their relationship with their favourite luxury brands," the companies said in a statement.

A blockchain is in essence a ledger that is shared publicly. They are used by cryptocurrencies as transactions can registered securely and followed publicly, but blockchains are also being used for recording a variety of information to be shared publicly.

The Bulgari, Cartier, Hublot, Louis Vuitton and Prada brands are already active on the platform, the statement said, adding that discussions were underway for others to join.

LVMH Managing Director Toni Belloni called the blockchain "a great opportunity for our sector to strengthen our connection with customers by offering them simple solutions to get to know our products better."

He said he hoped other luxury goods makers would join the consortium.

"By joining forces with other luxury brands on this project, we are leading the way on transparency and traceability."

LVMH is the worlds' leading luxury group, uniting dozens of brands including Bulgari, Christian Dior, Givenchy, Kenzo and Tiffany and Company.

Cartier is part of the Richemont, which is the world's number two luxury group that also owns penmaker Mont Blanc and a number of watchmakers.

Copyright © 2021 AFP. All rights reserved. All information displayed in this section (dispatches, photographs, logos) are protected by intellectual property rights owned by Agence France-Presse. As a consequence you may not copy, reproduce, modify, transmit, publish, display or in any way commercially exploit any of the contents of this section without the prior written consent of Agence France-Presses.