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Digital Brands

The Digital Transformation of Brands in the Fashion Industry: Emerging Technologies for Managing Production and Distribution Networks.

Research focus
The DIGITAL BRAND project (The Digital Transformation of Brands in the Fashion Industry: New Emerging Technologies for Managing Production and Distribution Networks) aims to improve the efficiency, sustainability, and transparency of the supply chain, while ensuring a better experience for the end consumer, who today demands greater quality, traceability, and social responsibility of fashion products.
Through the integration of digital systems such as blockchain for certification and traceability, IoT, Big Data, Artificial Intelligence, and Machine Learning for data analysis and process improvement, the project aims to develop innovative solutions to combat counterfeiting, optimize production, and personalize customer relationships.
This technological commitment is accompanied by a consumer-centric approach and strengthens brand identity by highlighting the quality of Made in Italy and environmental and social sustainability in fashion.
Solution found
The project aims to define an advanced digital supply chain certification model based on a permissioned blockchain, Hyperledger Fabric, which ensures the immutability, security, and transparency of traceability data. This decentralized platform allows for the management of critical information flows throughout the entire production chain, ensuring the confidentiality of sensitive information thanks to granular access control mechanisms and smart contracts for automated verification.
Digital certification is integrated with unique smart tags equipped with Physical Unclonable Function (PUF), a hardware technology that leverages the non-replicable physical characteristics of the material to generate a unique digital identity for each item. These tags also implement digital signatures based on elliptic curve cryptography (ECC), ensuring secure authentication and resistance to counterfeiting and cloning. NFC technology enables easy and secure short-range wireless communication for authenticity verification via mobile devices, without compromising privacy.

In terms of artificial intelligence, Relatech uses machine learning models to improve production quality by identifying defects early and detecting counterfeiting attempts. The algorithms predictively analyze data collected during the production cycle and from traceability, optimizing their management. Furthermore, through customer profiling techniques, the AI models support personalized marketing campaigns, enabling targeted communication and a more engaging customer experience.
This advanced technological integration creates a reliable and innovative digital ecosystem that combines security, efficiency, and protection of Made in Italy in the fashion sector.
Advanced technological solution
The DIGITAL BRANDS project uses advanced technological solutions such as:
Blockchain permissioned Hyperledger Fabric

o Securely and immutably record every transaction related to product traceability throughout the supply chain.
o Ensures controlled access only to authorized individuals, protecting the confidentiality and ownership of data.
o Supports smart contracts to automate processes related to data procurement, verification, and management.

Advanced cryptographic smart tags

o They integrate Physical Unclonable Function (PUF), which exploits the unique and non-replicable properties of materials to authenticate the device.
o They use elliptic curve digital signature (ECC) to ensure secure and fast verification of encrypted data.
o They are equipped with NFC technology, which allows for secure and immediate short-distance communication with smartphones or dedicated readers to authenticate the item.

Artificial Intelligence and Machine Learning algorithms

o They analyze data in real time to perform predictive analysis, helping to prevent defects and optimize production phases.
o Continuously improve production processes through machine learning from historical data and operating conditions.
o They support marketing campaigns thanks to customer profiling models that personalize the purchasing experience and communications.

Financing
The project was born and grows thanks to the support of the Ministerial Decree of August 2, 2019, within the framework of the "Innovation Agreements." This measure promotes research and development projects in the strategic areas of the "Smart Factory," aiming to highlight Made in Italy technological innovation.
With official funding (decree no. 0003577 of 10-11-2023), the project will develop over a three-year period from 2023 to 2026, with the support of the Ministry of Economic Development and the Marche and Lombardy Regions.
Partnership
The project sees the synergistic collaboration between three leading companies combining their expertise to transform the fashion world. At the center is Lardini SpA, a historic company and leader in Made in Italy tailoring, known for the high quality and craftsmanship of its garments. Alongside Lardini, Relatech SpA brings its extensive experience as a digital solution provider, focusing on cutting-edge technologies such as artificial intelligence, blockchain, and the Internet of Things, essential for innovating the supply chain and production processes. Completing the partnership is Abaco Informatica Srl, a company specializing in ICT solutions and management systems, which provides the software and infrastructure for data integration and management.
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