Mugler, the renowned fashion house founded by Thierry Mugler in 1974, is strengthening its 3.0 strategy by incorporating blockchain technology to enhance authentication and transparency around its handbags. In collaboration with Arianee, a digital solutions platform that has previously worked with esteemed brands like IWC Schaffhausen, Breitling, and Panerai, Mugler aims to protect its pieces through the use of digital certificates.
By linking a digital passport to its physical products, Mugler seeks to improve authentication, optimize historical tracking, and ensure a secure transaction process for selling or transferring goods. In addition, the brand plans to provide exclusive content, pre-sales access, behind-the-scenes information, and event invitations to its customers through this digital passport system.
Adrian Corsin, CEO of Mugler, believes that digital passports for products enable a more direct, interactive, and personalized relationship with customers. Pierre-Nicolas Hurstel, CEO and co-founder of Arianee, emphasizes the vital role digital certificates play in the circularity, compliance, and engagement strategies of fashion and luxury brands.
Initially, the digital passports will be available for Mugler’s Spiral Curve 01 and 02 bags. Owners will need to scan a QR code inside the bags and input their identification code to securely access the online certificates stored on the blockchain. If successful, Mugler may expand this system to include other products in their brand, allowing for further customer engagement and authentication.
This partnership with Arianee represents Mugler’s venture into the digital realm, offering them the opportunity to experiment and gather consumer feedback. By embracing this new digital environment, Mugler aims to adapt and tailor their strategy based on consumer responses and preferences.
To learn more about Mugler’s collaboration with Arianee and the use of digital certificates in enhancing authentication and transparency, visit the following links:
1. Mugler Official Website
2. Arianee Official Website
