19/12/2025
The consumer is no longer the same as a few years ago. Today, seventy percent of purchasing decisions begin with a digital interaction, and trust is built online long before it reaches the store.
At the same time, a phenomenon is emerging that is reshaping dynamics, as one in three people in the United States has purchased a dupe in the past year. These are no longer simple copies, but carefully crafted reinterpretations that many now perceive as smart and convenient choices. Meanwhile, the preloved market is growing rapidly, especially in the segment, and it is no longer just about saving money. are looking for uniqueness, , and products that can no longer be found through traditional channels.
This transformation introduces a crucial for brands, which must guarantee in a context where originals and copies can appear almost indistinguishable, and where second-hand items circulate across an expanding variety of platforms.
It requires advanced solutions capable of certifying the history of each product and ensuring full end-to-end . Thanks to 1TrueID that accompany a garment throughout its entire lifecycle, every step can be monitored continuously, accurately, and verifiably through .
Fashion is entering a new phase, where and are becoming true competitive advantages. Brands that can guarantee them clearly and reliably will build stronger relationships with the consumers of tomorrow.
Read the full McKinsey & Company report to learn more 👉
https://www.mckinsey.com/industries/retail/our-insights/the-fashion-industry-faces-a-world-in-flux
