Chloé Launches Instant Resale Capabilities — Retail Bum

French luxury brand Chloé is looking to make resale easier for its customers with a new digital ID system that provides complete traceability and improves the resale readiness of its products.

The initiative, which is a digital ID system powered by EON is powering, is part of the company’s “Vertical” project, which aims to ensure authenticity, traceability and facilitate care and repair.

It works by enabling customers to scan the labels of Chloé items from its spring/summer 2023 collection with their smartphone to learn about its origins from the field to the finished piece.

According to Chloé, the digital ID system also unlocks an ownership certificate, allowing direct resale on a co-branded platform powered by Vestiaire Collective to achieve full circularity. Furthermore, the technology also offers product care and repair information to help consumers extend the lifespan of their pieces.

The brand added that attaching a digital ID to Chloé products enables instant resale capabilities and offers a streamlined customer experience.

The partnership with Vestiaire Collective follows the French fashion house’s previous pilot project, which launched in the U.S., Europe, and the U.K.