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  • Christophe Nocher

Luxury world and digital product passports: The next Frontier.

A Crucial Turning Point:

At IOnaute, we're crafting tools that promise to revolutionize a significant portion of the luxury industry. This shift is as monumental as the dawn of the internet and the explosion of e-commerce. This time, however, adapting isn't just advisable—it's legally mandatory.

Luxury in Today's World:

Before we delve deeper, let's understand luxury's role in the modern economy. Luxury goods aren't just products; they're a global currency with a unique place in our lives.

The Dual Appeal of Luxury:

There are two main reasons why we're drawn to luxury items:

  1. Status: Seeking validation and a sense of belonging.

  2. Investment: Viewing luxury goods as valuable assets.

As marketing guru Seth Godin puts it,

We are not just buying items; we are buying relationships, stories, and a touch of magic.

Our brains might lean towards more practical and affordable choices, but the allure of luxury taps into our desire to be part of an exclusive club, often overriding rational thinking.

The Era of Accessible Luxury:

Thanks to globalization and e-commerce, almost anything is available at our fingertips, often at surprisingly low prices. This accessibility has led to a surge in the consumption of various products, including luxury items, electronics, and even everyday essentials—a phenomenon I liken to 'global fast-ware', akin to fast-food.

Branding and Service: The Winning Combo:

Luxury brands have mastered the art of standing out. It's not just about the quality of their products; it's their unparalleled service that sets them apart. This exceptional service has not only earned these brands significant profits but also a dominant position in both supply and consumer markets.

Branded vs. Non-Branded:

The market clearly favors branded products, with non-branded items slowly losing ground. This trend highlights consumers' growing preference for branded luxury goods, reflecting trust and a sense of superiority associated with these brands.

Embracing Environmental Consciousness: The New Norm in Luxury

The Urgent Call for Change:

Our planet is in distress, and it's time for a major shift in mindset. Both individuals and corporations must embrace a new paradigm of environmental consciousness.

Conscious Consumption on the Rise:

As individuals, we're increasingly aware of our impact on the planet. The trend is shifting towards more mindful consumption: choosing quality over quantity, possibly favoring local products, and being more selective about the brands we support. In return for our loyalty, we expect these brands to be responsible and transparent in their practices.

Corporate Challenges in a Green Era:

  1. Sustainable Manufacturing and Sourcing: Companies need to adopt eco-friendly practices, from materials used to transportation methods.

  2. Regulatory Compliance: As per the European Commission's guidelines, all hardware products must now include traceability. Brands are required to efficiently track their products and components throughout the supply chain, utilizing what we call a Digital Product Passport (DigiPass).

  3. Accountability and Transparency: Brands must be open about their practices, providing information through the Digital Product Passport.

  4. Aligning Human Resources: As people become more environmentally aware, they seek employers with similar values.

The Complexity for Big Corporations:

Large, international companies face a daunting task. Managing extensive information across global networks, especially where traceability and transparency aren't prioritized, is a significant challenge.

The Struggle for Small Companies:

Smaller businesses, often operating locally with limited leverage over suppliers, face their own hurdles. The additional costs for traceability and digital product passports can be overwhelming, leaving them at a disadvantage compared to larger brands and potentially at odds with new environmental regulations.

Equality in Creation and Choice:

It's vital that all designers, creators, and artisans have the right to create and live off their art. Consumers should have the freedom to choose locally made products, preserving traditions and supporting community businesses.

Luxury Goods as a Global Currency:

  1. Status: Luxury goods have always been symbols of social status.

  2. Investment: Beyond mere status symbols, they're also seen as valuable investments.

Beyond Gold: The Value of Brands:

Luxury now extends beyond traditional valuables like gold. Brand names can significantly increase an item's value in both primary and secondary markets. With traceability and digital product passports, authenticity and ownership become key. This not only enhances the value but also provides a comprehensive story of the product, similar to owning a piece of art with a direct line to its creator.

IOnaute, pioneering a new path with digital product passport in the luxury industry :

Major players like LVMH, Prada, and Richemont are already adapting to these changes. But what about those not part of these conglomerates? For them, we have Tessa, offering a range of solutions to navigate this new landscape. Want more information? Feel free to contact us, we love to share our vision and prepare the industry to this transformative evolution!

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