The rapidly evolving internet landscape poses problems for companies as well as regulators. There’s a raging debate around privacy in the digital age, and how much power authorities should have in policing the internet.
There has been a recent increase in the use of technology, with brands like Chanel leading the way. Luxury brands that want to continue thriving in the online era need to quickly adapt to changes.
What Type of Authentication is Acceptable?
Today’s brands straddle the digital and physical spheres, existing both online and offline. The internet side of things has brought about new questions about how to operate, with security being a major issue. There’s no doubt that high-end designers need to have authentication measures in place, but they also need to protect users’ privacy in case there’s a breach.
In a recent piece of news reported by PIA, Louisiana and other US states have begun to introduce legislation that requires internet users to provide ID verification when accessing adult websites. This is seen as a serious issue for data privacy, and it could be a recipe for disaster. This is why some of the top brands are opting for other solutions regarding verifying customers.
The most common method of accessing luxury brand websites is now coming in the form of biometrics. This is arguably the best way to protect customers’ privacy and data because there’s no personal information available to cybercriminals in the event of a data breach.
Luis Vuitton has already integrated biometric authentication into its mobile app. However, this has brought about some problems of its own. The company has a virtual try-on feature, but Burns & Wilcox reported how the offering was collecting customers’ facial scan data without their consent. That should act as a warning to other brands, who need to ensure they use biometric authentication responsibly.
One of the most effective ways to protect users’ data could be through blockchain technology. According to a report from Lux Second Chance, Chanel has already started using microchips with blockchain technology instead of their traditional authenticity cards.
These microchips represent a massive step forward in ensuring that people’s purchases are genuine. The chips use blockchain so there’s an infallible record of the item’s history. Each product is assigned its own unique digital identity, and this is recorded on the blockchain. This could mean that the age of counterfeiting is coming to an end, with it now being impossible to pass a fake bag off as a real one.
Some luxury brands also use this blockchain technology to securely store user data. It makes it almost impossible for unauthorised parties to access this information. This is because the platform is highly secure and resistant to tampering or hacking. Issues of privacy and security are becoming more pertinent for luxury brands that want to thrive in the modern age.
Technologies like biometrics and blockchain are creeping in. However, as seen with Luis Vuitton’s recent case, there are certain concerns about these futuristic security methods as well.