Anti-Counterfeiting for Luxury Fashion: State-of-the-Art Literature and Technological Analysis

Abstract

Counterfeiting is a pervasive issue in global markets, significantly impacting various industries and supply chains, particularly luxury fashion. The expansion of the “global bazaar economy” has facilitated the rise of counterfeit goods, driven by consumer demand for economically affordable yet trendy products. This study explores the state-of-the-art of anti-counterfeiting technologies in luxury fashion by means of a literature review carried out on 75 documents retrieved from Scopus database. Both bibliometric and content-related analyses were performed on the sample, using Excel and VOSviewer software. Among the most common technological solutions, RFID stands out, followed by holographic labels, barcodes and watermarks; a Strength–Weaknesses–Opportunities–Threats (SWOT) analysis is provided for each of these most spread technologies, which corresponds to the originality of this research. Moreover, starting from 2018, blockchain turned out to be relevant, so anti-counterfeiting technologies should enable this issue. Another relevant finding revealed that consumer cares about being able to assess himself the originality of products, so innovative solutions should increase consumer experience in this sense.

Keywords

luxury fashion SWOT analysis anti-counterfeiting technologies fashion supply chain authenticity supply chain traceability RFID technology brand reputation

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