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LVMH launches Aura blockchain platform with Microsoft and ConsenSys

By
Reuters
Translated by
Robin Driver
Published
today May 17, 2019
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A matter of weeks after the French luxury group revealed its plans to FashionNetwork.com, LVMH announced on Friday that it has partnered with Microsoft and ConsenSys to launch Aura, a blockchain platform that aims to ensure the traceability and authenticity of luxury products. 


Louis Vuitton - Cruise Collection 2020 - Womenswear - New York


This technology will initially be used by Louis Vuitton, the first global luxury brand to surpass 10 billion euros in sales, and by Christian Dior fragrances, according to a press release from ConsenSys, which specialises in blockchain software. 

Discussions are currently underway concerning the possibility of bringing other LVMH brands on board, as well as labels owned by other luxury conglomerates. 

"The platform is open to all luxury brands, with no intermediary, who will therefore be able to benefit from the huge potential of this technology," explains a document presenting the LVMH brands taking part in the VivaTech trade show taking place in Paris from 16 to 17 May. 

The platform will make it possible to prove the origin of products and track their life cycle, thereby helping to protect intellectual property and combat fraud, according to the document. It will be implemented on a white label basis and will guarantee full data confidentiality. 

Brands will be able to choose the information that they want to feature on the "certificates" created by Aura, allowing labels to highlight the origin of their raw materials, for example, while others may choose to focus on tailored services or loyalty programmes. 

Traceability is crucial in the fight against the mass production of counterfeit goods currently plaguing the luxury industry, having been boosted in recent years by the rise of e-commerce and the growing popularity of the second-hand market.

It is also a useful tool for customers concerned about the manufacturing processes that have made a product or the origin of its raw materials, at a time when consumers are increasingly conscious of issues linked to social and environmental responsibility and animal welfare. 

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