Apparel November 2019 Apparel November 2019 issue | Page 94

INDUSTRY INSIGHTS
CONSIDERING THE SHEER
VOLUME OF DATA AND
COMMERCIAL INCENTIVES, THE
SOLUTION TO THIS PROBLEM
IS LIKELY TO TAKE ON A
TECHNOLOGICAL NATURE.
unsatisfying, as a result of which these trade
associations are reaching out to the government
for stricter regulations.
SOLUTIONS BEYOND REGULATION
However, the problem may not be as easily
solved. The power of regulators to enforce anti-
piracy measures on a digital platform is difficult
to implement, given the paucity of resources
in the face of the large volumes of potentially
fake goods. Considering the sheer volume of
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November 2019
data and commercial incentives, the solution to
this problem is likely to take on a technological
nature. This is where the focus, once again,
falls on e-commerce platforms such as Alibaba
and Amazon. In keeping with this goal, Amazon
recently launched its Project Zero initiative, which
seeks to focus on this very issue.
Today, digital retailers are using advanced
technologies such as machine-learning and
artificial intelligence to help in the fight against
piracy. These tools, while a good start, are only
a part of the overall solution. Most industry
experts believe that the problem also needs the
participation of retailers, who can help to be more
vigilant in identifying fake goods and informing
customers accordingly. Of course, it may be
easier said than done, since many retailers don’t
bear any risks or losses in transacting in pirated
goods. This is why a more fundamental solution
may be required.
With regard to the technological tools being
followed by Amazon, there are third-party
companies that are making piracy-prevention
a profit-making business. For example, Project
Provenance is a for-profit digital services tool that
is aiming to make product-value chains more
transparent for businesses and consumers. The
company is among the many that are leveraging
blockchain technology to ensure that product
identity remains unique and easily traceable to its
origins. The company provides apparel, footwear,
and other product businesses with a data
platform that helps them to track products from
the raw material-sourcing stage onwards.
The idea is simple—if manufacturers can
trace and authenticate every part of their value
chain, they can offer end-consumers an easy
means of ensuring that the products they buy