Wearing a wedding dress is the most direct way to express love and grand joy at a wedding. A set of exquisitely embroidered Chinese dress, a wedding dress that fits well and has a brand story, leaves behind the image memory of joy and reluctance, and witnesses the transformation of the identity of both parties. and a beautiful yearning for a new life.
Wedding dresses were popular in the West in the 19th century, and were gradually introduced to China. With the popularity of the new Chinese style, the wedding dress industry gradually formed different categories such as wedding dresses, Chinese Xiuhe, skirts and gowns, Hanfu, evening dresses, cheongsam, etc. China was once a wedding dress production center. It has now become a powerful consumer market that introduces global fashion wedding dress brands, and has developed many domestic wedding dress brands that are dedicated to original design research and development and inheriting Chinese culture.
However, the concept and practice of the original designer's insistence on seeking inspiration from the original intention cannot prevent the work from being plagiarized. Most of the time, as soon as a new product of a well-known wedding dress brand is released, wedding dress rental stores in major cities begin to download online pictures to indicate that the new product will be released soon. However, the brand After placing an order, authorized dealer stores usually have to wait patiently for more than three months to receive the brand's authentic wedding dresses and Xiuhe dresses from the warehouse.
Due to the emphasis on fit and experience, the distribution system of the wedding dress industry tends to be localized and decentralized. There are three major entities in the industry market: one is wedding dress brands and manufacturing companies, the other is wedding dress rental and wedding photography stores, and the other is end consumers.
The brand will confirm the legality of dealer store promotions by issuing wooden or electronic authorization plates on an annual basis, list the specific names and addresses of the dealer stores on the official website, and issue a lawyer's letter to hold accountable stores that carry out unauthorized promotions.
However, between consumers and stores, consumers are usually confused. Most of them have no experience and do not know how to effectively identify the authenticity of wedding dresses. It is even difficult to see the subtle differences between plagiarized works and genuine products. They can only listen to each other. Introduction of store merchants. Even if stores do not advertise online out of caution, it does not affect their claims to be authentic products obtained from agents in other cities when receiving customers. When consumers spend money on branded wedding dresses, whether they can wear authentic ones depends on their luck.
Between brands and consumers, a smoother, open, transparent, and traceable communication method should be established to ensure that brands provide products to consumers with a real, two-way existence. At the same time, as climate and environmental governance become global issues, tracing the carbon footprint of every wedding dress product has become a new challenge for brands to go global.
In the continuous pursuit of consumer experience and brand green development, blockchain technology innovation and empowerment will create new wedding dress brand licensing ideas, and technology providers and international green fashion will explore and move forward together.
1. Anti-counterfeiting
Just imagine, when consumers want to know whether a certain wedding dress or dress displayed in a store is authentic, the store only needs to scan the code or chip traceability to view the product data on the blockchain, from the design concept and source of inspiration. , from raw material cutting, picture display, to sales channels and affiliated stores, breaking information silos and making the entire process open and transparent. The characteristic of blockchain technology is that the data on the chain cannot be tampered with, and consumers can "verify the authenticity" with one click.
The brand's responsible actions towards consumers will greatly enhance the brand image, prevent cross-selling products, and continuously improve the distribution system. Blockchain technology directly authorizes the brand to end consumers, allowing consumers to effectively understand brand information during the consumption experience and trace the authenticity of wedding dresses.
Julia Kontogruni, a designer wedding dress brand from Austria, will have anti-counterfeiting QR codes in its new wedding dresses since 2021 to support anti-counterfeiting inspection in the official website applet. Scan the code to display the wedding dress matching information and the store it belongs to. Each wedding dress of Lebanese wedding dress brand SWANKY also has an exclusive anti-counterfeiting label, and you can get detailed information about each wedding dress by scanning the QR code. The Maison Signature brand, exclusively represented by Guangzhou Huasi Fashion, uses RFID technology to generate exclusive product anti-counterfeiting codes to ensure authenticity for consumers.
With VeChain’s blockchain “one item, one code” traceability method, each wedding dress or dress can be stored on the blockchain and individually matched with a unique ID. Consumers can scan the code to learn the on-chain information of the product.
2. Design story
Every original wedding dress is a work of art, containing the designer's full thinking and the viewer's independent cognition. By uploading all the information of the work to the chain and retaining the complete information of the work, digitization becomes an extended medium for the artwork. How can creators break boundaries, create two-way interactions with people who appreciate their works, and link design stories and personal stories? Blockchain may be the most meaningful innovative attempt.
Just as VeScribe, a brand launched by artist Lori Strickland, aims to provide customized services for high-end jewelry, watches and other gifts in a unique way, each wedding dress or dress has its own unique on-chain QR code. After the consumer purchases, it can not only effectively record the consumer's purchase time and name, but also add commemorative materials such as wedding time, wedding pictures or videos, and save this "on-chain memory". You can also add different content on the wedding anniversary every year, so that as time goes by, there will be lasting memories.
3. Green and sustainable fashion
The fashion industry released the "UN Fashion Charter for Climate Action" in 2021, making a commitment to carbon neutrality: by 2030, member companies will halve their carbon emissions and achieve carbon neutrality by 2050.
Recently, the EU carbon tariff (Carbon Border Adjustment Mechanism, CBAM) was passed by the EU Council, which means that the fashion industry must face up to the carbon footprint of the product's entire life cycle when entering the European market. Zero-carbon wedding dresses and zero-carbon dresses will also become The direction that wedding dress brands must consider to create green and sustainable fashion based on the world.
On January 13 this year, the world-famous wedding dress brand Pronovias launched the "Renewal" project. The bride's dream wedding dress can be transformed into a fashionable and durable new dress. All its brands and series have launched sustainable wedding dresses. Among them, the #WeDoEco wedding dress is made of 100% environmentally friendly fabrics and ecological materials, and is produced locally as much as possible to reduce the carbon footprint.
Biotech company LanzaTech has teamed up with Spanish fashion giant Inditex to capture and convert carbon dioxide into low-carbon polyester yarn, which is used to make the fabric of Zara’s capsule collection of party dresses.
These pioneers of international wedding dress brands are trying free alterations, using recyclable materials and beads, ensuring that fabric products meet environmental standards, promoting sustainable reforms in the wedding dress industry, and tracing the full life cycle carbon footprint of each wedding dress and dress's transparent supply chain, VeChain It also officially joined the WWD Sustainable Fashion Alliance.
Based on VeChain’s green and low-carbon blockchain platform and the self-developed one-stop blockchain data service platform VeChain ToolChain?, wedding dress brands can not only link brands and consumers to provide authenticity verification and anti-counterfeiting tools, but also share design stories , personal stories are stored on the chain, and the carbon emission data at each stage of the supply chain can also be managed, and the smart contract on the chain can be easily called to calculate the carbon footprint.
It is believed that in the field of green fashion, VeChain will continue to explore international and sustainable paths with enterprises, and under the guidance of blockchain technology, brands and consumers can establish closer ties and move towards a sustainable future together.
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