Worried about losing some four-grand purse? Yeah, us neither, but if you were, now you'd have the option of tracking it, pet-style, with a microchip. The DataDotDNA laser system creates a unique " DNA" by etching a microscopic code onto tiny discs that can then be applied to expensive stuff. Luxury automakers like BMW and Porsche have been using the technology for a while, and now luxury goods makers are getting in on the act, both for insurance and to distinguish the real thing from knockoffs. Are busily tagging all Forever21 purchases as we write. [Fashion Week Daily]