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Clothing Brand Enterprises Can Trace Their Products, And "Digital Product Passport" Will Escort Them

2023/12/13 12:52:00 0

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As a part of the European Green Agreement, the European Commission issued a proposal for sustainable eco design product regulations aimed at promoting environmental protection products in March 2022. This proposal introduces the concept of "digital product passport" for the first time. The so-called "Digital Product Passport" (DPP) is an information rich document and digital record, which contains detailed information about the entire life cycle of the product - product identification, material composition, performance data, and environmental and social information.

For fashion brands, "digital product passport" can provide higher transparency for the supply chain, not only helping to reduce the waste of the supply chain, but also improving the operating efficiency of the textile industry, helping supply chain enterprises, management organizations and consumers to achieve information sharing and traceability.

Recently, Natasha Franck, founder and CEO of Eon, a software service company headquartered in New York, told WWD: "The Eon platform aims to achieve end-to-end product traceability through digital commodity IDs. This technology makes products interactive and unlocks a series of functions and applications for consumer participation after purchase. Brands can use digital IDs as a new media channel to provide customers with a variety of rich media experiences, video and audio content, and exclusive offers."

Recently, Balenciaga Music has cooperated with Eon to create clothing embedded with music experience - integrating songs commissioned by Archive into its capsule series of clothing. By scanning the NFC chip embedded in the sewing label, users can unlock the 8.5 minute exclusive track named "Patterns". This encrypted song cannot be shared or accessed through streaming media channels, so it is exclusive to the brand.

Earlier, Balenciaga had launched a music streaming platform, building a more personalized music platform for the brand as the carrier of popular culture effects.

In addition, in addition to a richer streaming media experience, as the core traceable original intention of the "Digital Product Passport" (DPP), compared with the presentation of the product life cycle, DPP technology can also enable consumers to actively participate in a more convenient and diversified experience of circular economy mode through unique interaction and more comprehensive services, More effectively realize the sustainable consensus between brands and consumers and the implementation of brand services.

From October 3, 2023, all the Peinahai watches purchased by customers will provide digital authentication based on innovative technology. In addition to verifying the authenticity of watches, the blockchain technology used in digital passports can store the complete information of watches, including technical details, product history, etc. Consumers can enjoy a series of additional services, such as more convenient resale process, and improve the transparency, trust and convenience of communication between customers and brands.

Joon Silverstein, Senior Vice President of Coach Global Marketing and Director of Creativity and Sustainable Development of Coachtopia, outlined the significance of three DDP technologies: Generation Z consumers with sustainable values want brands to share their ESG process. Through DPP, they can fully understand the path of the company's sustainable development and the quantitative impact after the implementation of the path. Secondly, strengthen the process of brand sustainable development. Because DPP technology can track the production recycling process of each product, it urges the brand to produce products with higher durability. Third, increase brand participation and establish long-term customer relations. Brands can provide customers with "circular services". Customers can enjoy services such as product repair, reproduction and recycling anytime and anywhere just by connecting the product digital ID to their account.

Joon Silverstein said, "When you bought a Coachtopi product, after scanning, you found that this cross body bag was a handbag in its first life cycle. The Generation Z group is really eager for this kind of storytelling connection."