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The fashion industry has often viewed the advent of artificial intelligence with skepticism, focusing on potential negatives like model replacement or consumer tracking. However, AI's positive impact is becoming increasingly evident, especially in the secondhand market. A prime example is Entrupy, an AI company revolutionizing the authentication of luxury goods.
Established in 2012 and backed by LVMH, Entrupy is available exclusively to resellers and enterprises. Distancing itself from the fashion industry, Entrupy positions itself as a tech organization, leveraging its decade-long research to authenticate luxury items from brands such as Louis Vuitton and Chanel. Notably, Entrupy has also been appointed as the official authenticator for TikTok Shop’s luxury bag collection. Its AI technology boasts an impressive 99.1% accuracy rate, capable of detecting subtleties unseen by the human eye.
Brittany Blanco-Bird, co-founder of vintage retailer Treasures of NYC, highlights the synergy between luxury brands and AI technology. She emphasizes the importance of combining human expertise with AI for optimal authentication results. For Blanco-Bird and her team, Entrupy serves as a vital tool in building customer trust, offering a double layer of verification for their inventory.
Entrupy's authentication process is comprehensive. Users submit images of products from various angles, with the technology utilizing microscopic lenses for detailed examination. For sneakers, a macro lens is used, comparing the items to authentic and high-quality replica references in Entrupy’s database. This process, typically quick, results in a certificate of authenticity for genuine items.
Co-founder Vidyuth Srinivasan explains that Entrupy’s role is to add trust and verifiability from a neutral third party. This is particularly crucial as counterfeit products become more sophisticated. For instance, the inability of Cartier to authenticate its LOVE bracelets due to advanced counterfeits has impacted the secondary market significantly.
Currently, Entrupy focuses on designer handbags and sneakers from brands like Nike and Adidas. Srinivasan notes that they are always vigilant about new high-risk categories, aiming to stay ahead of counterfeiters. Their goal is to ensure that purchasing luxury items remains a trustworthy and seamless experience.
Blanco-Bird sums it up: while Entrupy is a powerful tool, its effectiveness relies on the accuracy of the data fed into it. The more precise the input, the smarter and faster the system evolves, ensuring a reliable and efficient authentication process in the luxury resale market.
