Product Authenticity
Brand Protection
For many years, the Group has been an active member of, and has collaborated with, the leading national and international associations dedicated to combating counterfeiting and protecting intellectual property.
Following the G20 Summit in Rome on 31 October 2021, His Royal Highness King Charles III—then The Prince of Wales—joined CEOs from the Sustainable Markets Initiative (SMI) Fashion Task force to promote the development of a digital passport. This tool provides customers with details on the sustainability credentials associated with their purchase, outlining its traceability from production to use, resale, reuse, and recycling.
During the event, hosted by Task Force President Federico Marchetti and held at the gardens of Villa Wolkonsky, Prince Charles witnessed a demonstration of the digital passport with a selection of products that included a garment from the Emporio Armani collection collection.
The ultimate objective of the passport is to provide customers with access to credible information on how products are designed, manufactured, and distributed, thereby enabling them to make more informed purchasing decisions while supporting brands in adopting circular business models.