Digital transformation strategies to combat counterfeiting in luxury brands
Rong Pei
The Australian National University
DOI: https://doi.org/10.59429/pest.v7i1.9480
Keywords: Digital transformation; Counterfeit goods; Environmental analysis; Blockchain
Abstract
Due to the rapid growth of e-commerce, counterfeit transactions have become more common. This article examines Gucci’s internal and external environments to understand the impact of counterfeit goods on the brand and explore potential solutions. The analysis highlights significant risks to Gucci’s revenue and brand value caused by counterfeits. It further discusses how Gucci’s blockchain technology can be utilized to ensure product authenticity and minimize the negative effects of counterfeit goods on its brand value.
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