Is Chanel Ditching its Authenticity Cards?

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Where’s my Chanel authenticity card?

Just imagine: you purchase that longed for pink caviar medium flap, get it home to admire and there’s no credit-card-sized black authenticity card with numbers matching those imprinted on the bag. Now, you know the bag is authentic because you bought it at the Chanel boutique, but still. That card is a very important part of your purchase. But, it might not be for much longer…

Earlier this week, luxury consortiums LVMH, Richemont and Prada Group announced a game changing alliance that rocked the industry. It now appears that Chanel may be way ahead of the curve.

Traditional competitors, the three largest luxury conglomerates in the world joined forces in the overarching battle against counterfeit goods. Together, the group announced a new partnership called the Aura Blockchain Consortium. This non-profit initiative seeks to put forth an aggressive implementation of blockchain technology, the core innovation of cryptocurrencies. These companies will embed identifying chips in handbags and other small leather goods ( SLGs) that denotes irrefutable proof the item is authentic. For watches and other fine jewellery, they will add serial numbers.

What exactly is blockchain technology, and these alluring chips now on the minds of everyone in the industry? A blockchain is essentially a system of storing information that is virtually impossible to edit. NFC (Near-field Communication) chips are a key facilitator of this technology and are being embedded in goods that have historically fallen victim to counterfeiters. These chips will store a product’s entire history- from creation to distribution to all transactions. Consumers will be able to access every aspect of a product’s life. Simply put, these chips are so intricate and impossible to copy that they add an “impenetrable layer of security,” says Pamela Danziger, Senior Contributor at Forbes. Counterfeiters will be unable to recreate these markers. Furthermore, superfake producers will be incapable to even come into possession of this technology and the required tools to produce the tags.

This news has been the talk of the town for the past few days, and the companies have all expressed their desire for the seamless and timely implementation of this technology into their product. But, has Chanel beaten them to the punch, and quietly integrated this into their supply chain and anti-counterfeiting strategy?

Members of our community recently shared that their purchases did not come with the standard Chanel authenticity cards. Suddenly, the paperwork denoting the authenticity that traditionally eased our minds is missing. Is Chanel foregoing authenticity cards in favor of blockchain technology to fight against super fakes?

The unconfirmed rumor is that Chanel is implanting in its bags small square plates with the classic CC logo, that include an embedded serial code. Similar to Aura’s technology, that serial code would only be accessible using specific blockchain technology to verify authenticity and track a product’s life cycle.

On the positive side, you’ll no longer worry about misplacing the authenticity card. Moreover, Chanel will have a record of each of its bags and, presumably, its purchaser. So-called “superfake” bags will therefore be easily identifiable as they will lack the imprinted and tracked code.

What are your thoughts on these potential changes? Would you miss the authenticity card? Would blockchain technology put your mind at ease about fakes?

These are preliminary reports… as we learn the full extent and timing of this change, we’ll keep you posted.

Stay tuned as the news unfolds.

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