"The people who can afford to spend thousands on a purse often get tired of them after six months and tend to sell them on eBay," Greg Furman of the Luxury Market Council in New York, told The Times. "More and more brands are realising that there is resale value to their products that's lost on eBay." In short, if sellers can prove that the item they are selling is the real thing, the sale price jumps significantly.
The Italian fashion house has been quick to point out that the chip (which is inimitable) cannot be seen in the shoe or bag, and will only be able to be read at a distance of 4cm or less, so fears of being tracked are unfounded.
The brand has been persistent in identifying counterfeiters, confiscating 12,400 illegal items last year that had a total value of $17 million. It has also sought to expand the number of e-commerce sites that it monitors as well as targeting trade fairs and individual sellers, for which this latest technology tool will no doubt come in very useful indeed.