Introduction to Tonino Lamborghini’s Business Problem
For over 35 years, Tonino Lamborghini has embodied the “Made in Italy” lifestyle and has remained loyal to the tradition and heritage of the Lamborghini family. With high expectations of quality from every Tonino Lamborghini branded product, consumers of their merchandise distinguish themselves as lovers of beauty and fine craftsmanship. However, it wasn’t long before counterfeiters would exploit Tonino Lamborghini’s valuable brand to attempt to funnel profits for themselves. To proactively preserve their reputation, Tonino Lamborghini needed a multi-faceted solution capable of upholding their values of design, innovative style, and Italian quality. OpSec Security stepped in to provide a fully integrated solution to thwart Tonino Lamborghini counterfeits, encompassing the areas of optical, material, and digital security.
OpSec as the Solution
As an industry leader for decades in innovative optical security, OpSec provides OVD (Optically Variable Device) technology to numerous global high security projects including national banknotes, passports and identification, and other government-issued documents. The experts at OpSec utilized this technology to design and originate a highly secure OVD to address Tonino Lamborghini’s counterfeit problem. Using a consultative partnership approach to develop a custom solution to fit the brand’s exact needs, a virtually impermeable security hologram was developed and applied by OpSec to all Tonino Lamborghini products. The holograms were then incorporated into a tamper-evident, pressure-sensitive label containing alphanumeric numbering and a unique QR code. The dual technologies provided by OpSec includes security features at overt, covert, and forensic levels, and allows Tonino Lamborghini to combat brand erosion and disrupt activities by bad actors.
Luxury products require luxury brand enhancement solutions. OpSec’s wide array of brand enhancement products include a range of custom-designed swing tickets and luxury-feel warranty cards. Tonino Lamborghini challenged OpSec to provide a range of premium trim products that would align with their brand values, while making it more difficult for counterfeiters to emulate their brand. Production of these security tags incorporate advanced printing techniques and spot UV varnishes – both of which enhance the product authentication label. The PVC warranty card was produced to provide customers with the confidence that they were buying an authentic Tonino Lamborghini product.
Supply Chain Management
The OpSec® Insight platform provides complete visibility over the global Tonino Lamborghini supply chain and ensures a next level of brand integrity. With the enablement of the Insight platform, Tonino Lamborghini’s logistical information can be traced through the entire supply chain process, where all shipments of OpSec security labels are tracked to Tonino Lamborghini manufacturers, ensuring the location and status of every unique identifier (UID) is always known and accessible. As manufacturers apply the labels during production, they are required to declare within the Insight platform which UIDs have been used. Manufacturers may add additional data to the UIDs, indicating the type of product to which the label has been applied and the destination country where the finished product will be shipped. Any labels that are damaged during the production process are declared as ‘scrapped’ within the system. As products are authenticated in the marketplace using the Insight mobile application, enforcement staff can see immediately if the UID is valid. This gives Tonino Lamborghini tremendous visibility that was not previously available to them.
In addition to the on-product authentication solutions, OpSec integrated proactive online monitoring and consistent enforcement of high priority online channels to reduce the availability of knock-off Tonino Lamborghini products online. OpSec’s Genesis platform is utilized to automatically identify and remove infringing listings, as well as detect patterns of top infringing sellers for further investigation. Activity, information, and images relating to online IP infringements are stored for legal and investigative purposes. This element of the custom suite of solutions enables Tonino Lamborghini to better manage their brand and products on auction websites and global trade boards that may adversely be affecting their distribution strategy, brand integrity, and revenues.
The final element of the solution was OpSec’s proprietary Consumer Engagement solution, aimed to leverage the product label to enhance Tonino Lamborghini’s brand protection strategy. Consumer Engagement allows customers to engage directly with the brand. Customers can authenticate their purchase anywhere, at any time, using any off-the-shelf QR reader. They may also activate the guarantee on their purchase, and opt into marketing mailings, as well as subscribe to the Tonino Lamborghini Magazine. Available on both mobile and desktop applications, the Consumer Engagement administrator dashboard provides Tonino Lamborghini with a complete analytical reporting tool. It provides a range of standard customer engagement reports and the ability to create fully customized and ad hoc reports. Key data and performance indicators can be viewed and shared ‘at a glance’ by utilizing charts and widgets. The module is also capable of authenticating and validating claims automatically based upon pre-determined criteria and can engage with customers through automated custom responses. Once submitted, warranty claims may be tracked and analyzed throughout the complete process.
The luxury apparel and accessories sector is under ever-present threat of counterfeit and IPR infringements and remains one of the most significant risks to brand owners. Established brands such as Tonino Lamborghini are particularly at risk, with counterfeiters going to great lengths to emulate their high-value authentic products.
For long-term, profitable growth, it is vital that brand owners take ongoing action to ensure they remain ‘ahead of the game’ to protect their customers, brand values, and revenues. Tonino Lamborghini management took a proactive stance on this threat by trusting OpSec to analyze the problems at hand, review and evaluate all possible solutions, and implement a strong anticounterfeiting strategy both online and on-product.
In providing a full suite of brand protection solutions, only OpSec has the capabilities to take a ‘white-board’ approach to projects. OpSec can seamlessly integrate optical security into trim products, and when required, deliver a full suite of digital solutions such as Track and Trace, Consumer Engagement, and Online Brand Protection.
The unique set of solutions implemented in the Tonino Lamborghini case ensures that when suspected counterfeit products are found in the marketplace or distribution chain, they can now be identified quickly and easily.
All aspects of the project were successfully developed in close partnership. OpSec ensured that an uncompromising level of authentication was delivered, while simultaneously providing a set of premium trim products that would help enhance the brand and increase customer confidence.