Coach enables instant resale via Poshmark
Vogue Business
20 Sept 2024
Coach is using digital identities to enable “instant resale” through a partnership with Poshmark. Customers who own any Coachtopia product — the brand’s Gen Z-geared collection of leather goods, ready-to-wear and shoes — can now automatically be uploaded to Poshmark, product images, details, descriptions and all.
The technology is provided by Eon, the digital ID company that recently introduced the “instant resale” concept. It enables any product that already has a digital identity through Eon to be integrated with resale platforms, which so far include Vestiaire Collective, The RealReal and now Poshmark, making it easier for customers to list products for sale. It also adds a layer of product authentication for resale buyers.
This is a major milestone in the path toward using digital IDs to enable circular economies. Digital identities — or “digital product passports” (DPPs) — are becoming more commonplace among luxury brands. By 2027, all fashion products sold in the European Union will be required to have DPPs, which will need to include details on a product’s materials and place of manufacture. Brands are beginning to explore further uses of this technology, including authentication, digital extras (such as augmented reality filters attached to the product), loyalty rewards (such as access to products, discounts and events), repair services and resale.
