Protecting brand value
‘Coats Verifi’, a high-level security solution to combat counterfeit goods
For the world’s leading fashion brands, reputation and consumer trust are key to preserving brand value. Yet counterfeiting and the fraudulent use of merchandise continues to present global brand leaders with huge challenges.
To help address the issue of counterfeiting in luxury goods, Coats recently joined forces with VTT Holdings Ltd, a specialist in high-level security technology for textiles, garments, bags and footwear, to develop a pioneering brand protection solution to fight counterfeiting and protect value.
The solution is 'Coats Verifi', a technology that allows on the spot validation of branded garments, bags, footwear and accessories. It works by allocating branded products a unique code which is incorporated into the sewing thread used in the production process. Invisible to the naked eye, each code can only be detected using a special hand held 'reader' device.
The technology is flexible and can be seamlessly incorporated into the thread without compromising its technical specifications, colour or performance. Our 'Coats Verifi' logistics team integrates the technology into the supply of sewing thread to the manufacturers and monitors and tracks goods as they move through the supply chain – from manufacturers to consumers.
'Coats Verifi' is a solution that can prevent tampered orders, provide powerful security at Customs clearance and validate the authenticity of brands within supply warehouses. It also offers verification at point of sale, so can be used to establish the origin of retail merchandise and of returned goods.
'Coats Verifi' is another example of Coats working to deliver pioneering solutions for its customers and partners.