The rapid growth of counterfeiting in the Luxury Fashion Industry represents a major economic and strategic challenge, threatening brand equity, eroding consumer trust and generating significant financial losses across global markets. Valued at around $500 billion a year globally, counterfeiting generates more than 60% of the value from fashion and luxury goods (McKinsey, 2022). In this context, the primary objective of research is to examine how technological innovation can be leveraged to mitigate, address and prevent the phenomenon of counterfeiting in the Luxury Fashion Industry, with a focus on Fashion and Leather Goods (i.e., apparel, accessories and footwear). Furthermore, by emphasizing on IIoT, Blockchain and AI, the thesis will analyse the role, benefits and limitations of technological innovation in enhancing product authentication and supply-chain traceability. The content of the thesis will be subdivided into 3 distinct chapters, each with their separate objectives and their research designs and methodologies. Chapter 1 will start by presenting a systematic literature review on the phenomenon of counterfeiting, with the aim to obtain a preliminary and multidisciplinary framework on the phenomenon. Chapter 2, through the analysis of secondary sources of data and industry reports on technological innovation, will then investigate on how IIoT, Blockchain and AI can be implemented and scaled as a countermeasure to preserve brand equity, guarantee product authenticity and foster supply-chain traceability. Ultimately, Chapter 3 will undertake a multiple -case empirical investigation to illustrate how the selected technologies have been implemented by market participants as a both proactive and reactive response to counterfeiting in the Luxury Fashion Industry.
La rapida crescita della contraffazione nel settore della Moda di Lusso rappresenta una sfida economica e strategica importante, che minaccia il valore dei Brand, erode la fiducia dei consumatori e genera ingenti perdite finanziarie sui mercati globali. Con un valore di circa 500 miliardi di dollari all'anno a livello globale, la contraffazione genera oltre il 60% del valore della moda e dei beni di lusso (McKinsey, 2022). In questo contesto, l'obiettivo primario della ricerca è esaminare come l'innovazione tecnologica possa essere sfruttata per mitigare, affrontare e prevenire il fenomeno della contraffazione nell'industria della Moda di Lusso, con particolare attenzione ai Fashion and Leather Goods (i.e., abbigliamento, accessori e calzature). Inoltre, focalizzandosi su IIoT, Blockchain e AI, la tesi analizzerà il ruolo, i vantaggi e i limiti dell'innovazione tecnologica nel migliorare l'autenticazione dei prodotti e la tracciabilità della supply chain. Il contenuto della tesi sarà suddiviso in 3 capitoli distinti, ciascuno con i propri obiettivi e le metodologie di ricerca. Il Capitolo 1 inizierà presentando una revisione sistematica della letteratura sul fenomeno della contraffazione, con l'obiettivo di ottenere un quadro preliminare e multidisciplinare sul fenomeno. Il Capitolo 2, attraverso l'analisi di fonti secondarie di dati e report di settore sull'innovazione tecnologica, analizzerà come IIoT, Blockchain e AI possano essere implementati e scalati come contromisura per preservare il valore la Brand Equity, garantire l'autenticità del prodotto e promuovere la tracciabilità della supply chain. Infine, il Capitolo 3 intraprenderà un'indagine empirica su più casi per illustrare come le tecnologie selezionate sono state implementate dai partecipanti al mercato come questo tipo di risposta sia proattiva e reattiva alla contraffazione nel settore della Moda di Lusso.
TECHNOLOGICAL INNOVATION AS A STRATEGIC RESPONSE TO COUNTERFEITING IN THE LUXURY FASHION INDUSTRY
TREVISAN, DAVID
2025/2026
Abstract
The rapid growth of counterfeiting in the Luxury Fashion Industry represents a major economic and strategic challenge, threatening brand equity, eroding consumer trust and generating significant financial losses across global markets. Valued at around $500 billion a year globally, counterfeiting generates more than 60% of the value from fashion and luxury goods (McKinsey, 2022). In this context, the primary objective of research is to examine how technological innovation can be leveraged to mitigate, address and prevent the phenomenon of counterfeiting in the Luxury Fashion Industry, with a focus on Fashion and Leather Goods (i.e., apparel, accessories and footwear). Furthermore, by emphasizing on IIoT, Blockchain and AI, the thesis will analyse the role, benefits and limitations of technological innovation in enhancing product authentication and supply-chain traceability. The content of the thesis will be subdivided into 3 distinct chapters, each with their separate objectives and their research designs and methodologies. Chapter 1 will start by presenting a systematic literature review on the phenomenon of counterfeiting, with the aim to obtain a preliminary and multidisciplinary framework on the phenomenon. Chapter 2, through the analysis of secondary sources of data and industry reports on technological innovation, will then investigate on how IIoT, Blockchain and AI can be implemented and scaled as a countermeasure to preserve brand equity, guarantee product authenticity and foster supply-chain traceability. Ultimately, Chapter 3 will undertake a multiple -case empirical investigation to illustrate how the selected technologies have been implemented by market participants as a both proactive and reactive response to counterfeiting in the Luxury Fashion Industry.| File | Dimensione | Formato | |
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https://hdl.handle.net/20.500.14247/29525