Covert security technologies from Avery Dennison

Avery Dennison ComfortTag heat transfers used in apparel, footwear and linens can now be sourced with one of several new ink-based, covert (non-visible) security technologies that defend against counterfeiting and diversion. The technologies include an option whereby security ink is loaded with a DNA component.

The covert technology was introduced by Avery Dennison Retail Information Services in support of a growing trend among brand owners to migrate from woven and printed labels to tagless labeling, a category that includes heat transfers. It complements overt security techniques, such as microline coding, which entails the application of codes in microscopic print.

‘Brand owners can now choose to identify their merchandise with the high definition and brilliant imaging of ComfortTag heat transfers without sacrificing the covert security they enjoyed with more conventional labels,’ reported Sharon Dalton, product marketing manager for Avery Dennison Retail Information Services. ‘Or they may opt to employ a combination of overt and covert securities or periodically switch from one security technology to another. Loss prevention experts advise switching security technologies or changing the location of security devices at least once every year to help thwart counterfeiting. The use of additional security devices, such as security-enabled hang tags, is yet another way to enrich the security mix. Avery Dennison RIS’ new ink-based security technologies, including the DNA option, can be deployed with hang tags, woven labels, printed fabric labels and most other conventional labels.’

Dalton noted that all ComfortTag heat transfers equipped with security are tightly managed during the purchase order, production, warehousing and shipping processes.

‘Avery Dennison RIS works exclusively with the brand owners’ approved factories,’ Dalton said.  ‘We have systems in place to ensure that the factories issuing purchase orders and purchasing ComfortTag are verified as being the factories specified by our customers. Beyond that, we follow strict chain of custody requirements to ensure that each and every label is safe and secure in our facility and during transport to customer locations.’