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Digital IDs: A game-changer for fashion?

Vogue Business

What happens to your products after they leave the store? It’s a simple question, but one that most brands still can’t answer.


“The distance between the brand and consumer is expanding. The number of channels for purchase are expanding from retailers and resellers to social, marketplaces and more. Digital IDs give brands a way to connect with their customers everywhere.” - Natalie Massenet, Founder of Net-a-Porter + Co-Managing Partner at IMAGINARY


EON is among a new wave of tech startups that aims to enable brands to track products past the point of sale using digital IDs: the ambition is to improve traceability and, crucially, also open up new revenue streams for brands.


“We have billions of products being produced, and an industry model that incentivises volume. Digital IDs allow brands to switch that model and generate more revenue from a single physical good across its lifecycle.” - Natasha Franck, Founder + CEO of EON