Some time ago, I bought a wonderful dress by Derhy in St. Petersburg, Russia. At the same time, my friend has returned from Mumbai, where she bought a dress designed by the famous Indian brand Label Ritu Kumar. Surprisingly these dresses were identical! The only difference was the label.
Thanks to Thomas L. Friedman we all know that the world is flat. Even though we can see that not everything is as simple as Coca Cola. Who is the actual designer of the dress? Are there some ghost fashion factories that sell their product for brands?
Actualog helps to define the single version of truth, identify products and define their analogues. The dress example shows that brand sometimes does not matter, and different products are actually the same. This idea has significant importance for global procurement, when product characteristics are important and alternatives should be be found.