Empowering Consumers With New Product Provenance Capabilities
Mass-Scale Product Digitization Meets the Blockchain
This week we announced an innovative partnership between EVRYTHNG, Avery Dennison, IOTA and 1017 ALYX 9SM—raising the bar on the promise of transparency and sustainability in the apparel industry. Consumers now have instant access to full product provenance simply by scanning the apparel item’s QR code label with a smartphone.
While we have been helping brands create direct-to-consumer experiences through mass-scale product digitization for several years—the addition of IOTA’s distributed ledger technology (DLT) allows us to bring a whole new level of transparency to the market. Consumers now receive full provenance information assuring consumers the apparel they buy and wear is ethically sourced from sustainable sources.
Why Now? A New Era of Sustainability
We are witnessing a whole new era of sustainability. Consumers around the world are increasingly motivated to be more environmentally conscious and they are exercising their voice through the products they buy. This said, knowing the provenance of products is a critical part of a consumer’s decision-making process.
Brands able to provide customers with product information, supply chain traceability and overall transparency will come out on top. As in the case of 1017 ALYX 9SM, blockchain and DLTs are playing a lead role in defining the future of brand protection—while helping build trust with valued customers.
With today’s announcement we combine the power of mass-scale product digitization with the immutability of IOTA’s DLT. This innovative solution will allow brands to meet the divergent needs and expectations of today’s consumers—from Gen X to Gen Z.
Consumers no longer just make purchasing decisions based on convenience and price. They make purchasing decisions based on a brand’s ability to fulfill their need to better the world. In fact, a recent survey by Nielsen reported 81% of global respondents feel strongly that companies should help improve the environment. This passion for corporate social responsibility is shared across gender lines and generations. Gen Z, Millenials and Gen X are the most supportive, but Baby Boomers aren’t far behind.
Taking a Deep Dive into the Technology
The proof of concept distributed ledger technology (DLT) solution announced today is an extension of Avery Dennison’s Janela™ platform, powered by EVRYTHNG, which allows brands to create clothing that is born digital, and connect with their customers directly via a QR code on the label containing a unique product identity. With this announcement, we’ve added the capabilities of EVRYTHNG Blockchain Integration Hub partner, IOTA, to provide consumers with full transparency and provenance for the 1017 ALYSX 9SM apparel items they purchase and wear.