Is the Fashion Industry Ready to Let Products Speak?
Today’s fashion landscape goes far beyond selling garments. Consumers demand transparency, sustainability, personalized services, and trust. These new expectations make it necessary for products to have unique digital identities.
The Digital Product Passport is at the center of this transformation.
By assigning each product a digital identity, the DPP gathers verified information—ranging from production data and material specs to care instructions and recycling details—into one digital page. With a simple QR code scan or NFC tap, consumers instantly access the full story of the product.
Thus, the product evolves from a purchased item into a direct communication channel.
DPP’s Power: More Than Compliance, a New Value Chain
Although DPP is often discussed in the context of EU regulatory compliance, it offers brands a powerful opportunity for marketing, customer engagement, and long-term loyalty.
Verified Data Strengthens Consumer Trust
Digital identity technologies like Certilogo have already authenticated over 570 million products. Every few seconds, a consumer interacts with a digitally verified item—clear proof that trust is shifting to transparent, digitized products.
Instant, Enriched Customer Experience
Connected products enable brands to deliver:
- exclusive content,
- storytelling,
- styling tips,
- care guidance,
- personalized after-sales services.
The product becomes an extension of the brand—a digital ambassador.
Fueling Circular Economy Models
Resale, repair, rental, and recycling processes become traceable and secure through DPP. Consumers gain transparency over product lifespan, while brands obtain verifiable sustainability data.
New Opportunities Across the Product Lifecycle
Post-purchase engagement becomes a new revenue stream through:
- warranty extensions,
- repurchase suggestions,
- loyalty programs,
- exclusive community access.
The product transforms into a long-term engagement and value creation platform.
DPP Turns Products into Real Experiences
In the coming years, DPP will become one of the fashion industry’s most important tools. But reducing it to a compliance mechanism undermines its true potential.
DPP enables brands to build authenticity, enrich experiences, and strengthen loyalty through transparent, data-driven communication.
Fashion now competes not only with design but with data, traceability, and digital interaction.
With the right strategy, the DPP offers brands not just compliance—but a new business model.
Source: Magazine Leather Publishing Editor, Natalie BETHANY
