Digital Product IDs are being phased into all Polo Ralph Lauren products

Digital Product IDs are being phased into all Polo Ralph Lauren products

US apparel giant Ralph Lauren Corporation (RLC) is introducing Digital Product Identities (IDs) for tens of millions of Ralph Lauren products in a move that will provide supply chain insight to help drive efficiency around orders and inventory.

Starting with the Polo brand, consumers can scan the Digital Product ID on the product label with a smartphone to confirm whether their purchase is authentically Ralph Lauren. The technology also allows shoppers to learn about the product detail and receive styling tips and recommendations. 

"The launch of Digital Product IDs demonstrates how we continue to use technology to deliver more for our consumers and ensure the integrity of our products throughout their lifecycle," says David Lauren, chief innovation officer. "The application of this technology means every Polo product will be 'born-digital' which represents a new milestone in data intelligence innovation in our sector."

In addition to authentication, creating unique digital identities for each product enables real-time visibility to track from the point of manufacture and improve inventory management.

Ralph Lauren's mass-scale product digitisation was led in partnership with Evrythng, a connected IoT platform, and technology partner Avery Dennison – who first announced their plans to assign individual, serialised digital identities and data profiles to products for some of the world's largest fashion and performance brands three years ago.

It claims it is the first global retail brand to apply this technology at this scale