Fashion / LifestyleVerifiable authenticity and direct customer engagement
Since launching the UNDW3 programme, Lacoste connects each physical product to a unique digital passport. Every purchase includes a QR code that unlocks verifiable authenticity and access to exclusive experiences reserved for owners.
Request a demoBrand objectives
- Fighting counterfeiting and forgery
- Direct customer engagement via the digital passport
- Unlocking exclusive experiences and content
- Complete traceability from production to resale
- Regulatory readiness for future EU directives
How it works
QR code on the product
Every Lacoste item includes a unique QR code, sewn in or integrated into the packaging. This code links to the product's digital passport.
Access to the digital passport
The owner scans the QR code and accesses a page showing authenticity, product history and exclusive benefits reserved for holders.
Unlocking exclusive experiences
Once the passport is activated, the owner gains access to the UNDW3 programme: exclusive content, special offers and invitations to premium experiences.
Key features
Authenticity verification
Every Lacoste product has a QR code linked to a cryptographic digital passport. Owners and resellers verify authenticity instantly.
Product–owner connection
The passport establishes a direct link between Lacoste and each owner, without intermediary. Product history, warranty and direct communications.
Exclusive access
Passport holders unlock premium content: creative behind-the-scenes, collection previews, event invitations.
Product traceability
Every product event is recorded: purchase, ownership transfers, after-sales services. Complete and immutable traceability.
A direct touchpoint with owners
The Lacoste digital passport is more than a certificate of authenticity. It's a permanent engagement channel: maintenance notifications, repair offers, early access to new collections, and invitations to exclusive events reserved for the UNDW3 community.
Anticipating European regulations
Future European directives on textile traceability (ESPR, WEEE, Battery Pass) will require digital passports containing origin, composition and care instructions. Lacoste is anticipating this obligation today with Arianee.
Ready to authenticate and engage your customers?
Join Lacoste and the brands turning product authentication into lasting customer engagement with an Arianee digital passport.
Request a demo