Unique original – Style – Kommersant

If used to be a dumping ground for second-hand items, now they have become a real treasure trove, in which you can fish out a vintage Chanel skirt or a Ralph Lauren double-breasted cashmere jacket. One of the most popular resale services in Russia is Avito. According to 2022 data, about 60 million users visit it every month. At the same time, the question of how to distinguish an original piece of clothing or accessory from a replica becomes more and more relevant. There is a product authentication system for this.

How does the verification system work in general? The customer gives the item to the expert for evaluation, the expert checks the quality for compliance with the protocols, examines the passport of the item or its serial number (if any) and generally verifies its authenticity by all available means. Usually this process is not fast: first you need to deliver the thing to an expert (of course, without damage), after which the evaluation process will begin, and at the end the thing is returned to the client or owner no less carefully. Many resale sites or vintage shops have their own experts: they evaluate the item on the spot as soon as it arrives in the store. After the authenticity is confirmed, the wardrobe item is already on the shelves. The need to check things has increased with the popularity of vintage stores: people are no longer embarrassed to turn to resale sites even for premium items. A unique bag from the Dior collection of the mid-2000s is a much more valuable find than an accessory bought in a department store.

One of the leaders of the resale market has long been the Avito service: it was always possible to find things from different price categories on it. At the same time, over the past couple of years, more items of the premium segment began to appear on the site. This change has several components: first there was a pandemic, which allowed many to take a fresh look at their wardrobe, which led to many people starting to sell out their clothes. Another factor is the departure of most foreign brands from the Russian market. Now Louis Vuitton, Hermes, Dior and Chanel are most profitable to look for on resale sites.

What does Avito do to help users distinguish replicas from originals? First, all authentication is done online, so all you need to evaluate is product photos. Secondly, the process takes 24 hours, provided that the expert does not require additional photos or information (such as a serial number). And if all checks are passed successfully, the product receives the coveted badge “Original” – and this badge is already visible to users.

Aleksey Kozlovsky, head of the Lifestyle category at Avito: “After placing an ad on Avito, the system automatically determines the possibility of product authentication, and then the seller receives a notification that describes the verification conditions. If the seller decides to pass the verification, the platform asks the seller for specific photos and information about the product according to the template.”

So far, the product authentication system applies only to shoes and bags, but the service assures that after the New Year it will also be possible to check clothes. The service launched by Avito sets a precedent: resale is truly conquering the market and is gradually taking territory away from offline and even online platforms. Thus, in addition to the fashion for vintage and conscious consumption, the process of buying things “from hand” has become more convenient and reliable. Even fakes, which have always been the plague of the secondary market, are gradually leaving it to give a second life to real and good things.

Ilya Petruk