The RFID Revolution

Gucci, like other luxury brands, has used RFID (Radio-Frequency Identification) technology to combat counterfeiting. RFID tags are used to track and authenticate products. These tags are notoriously difficult to copy, making them an effective deterrent to counterfeiting. RFID technology, however, has downsides. RFID systems are known for vulnerable to hacking. RFID tags can be cloned or reproduced, allowing counterfeiters to create counterfeit products that include same or similar RFID tags. While certain security measures can be put in place, dedicated counterfeiters can find methods around them. As the adoption of RFID technology by Gucci has been recent years, we cannot say that RFID is completely capable of wiping off cloning.

A much more effective system is needed to keep counterfeits at bay and provide consumer safety. A system that can be used to track the supply chain, trace back through the supply chain, and empower consumers (and everyone else) to verify the authenticity. All the measures taken up by  Gucci so far have proven ineffective, incomplete, and expensive.

The potential solution should be non-clonable (cannot be re-created with minimal effort) and verifiable using standard devices like smartphones. It should also be cost-effective to allow implementation across geographies and scale across drugs in all price brackets. Enabling consumers to verify authenticity and communicating this repeatedly is the only way to prevent revenue loss and deaths.

Brand protection solutions from NOOS ensure that we meet the below baselines in every product we build, namely:

Security: Product information integrity is retained without the ability to clone or tamper with.

Accessibility: Consumers can easily verify authenticity using a standard smartphone or by sending an image via messaging apps like WhatsApp.

Cost-Effective: With multiple layers of security, our solutions are cost-effective compared to conventional serialized 2D barcodes in the long run.

Convenience and ease of deployment: It can be directly printed on packaging or mono cartons, making it operationally efficient for online and offline retailers.