With the European Union’s (EU) introduction of Digital Product Passports (DPPs), apparel manufacturers may find themselves sighing in frustration over what could be viewed as the latest bureaucratic box to check. After all, DPPs will be introduced to help businesses meet strict policies and regulations set by the EU with the goal of accomplishing net zero emissions by 2050. 

Given that the fashion industry alone is responsible for up to 9% of global greenhouse gas emissions, it’s clear that the EU intends to motivate businesses to operate more sustainably. The DPP initiatives also encourage brands to move in the direction of a circular economy where products are designed to be reused, repaired, or recycled rather than discarded as waste. . 

On June 28, 2024, the EU released a draft roadmap, outlining the implementation schedule of when digital product passport mandates will go into effect in Europe. However, it’s important for US retailers and apparel manufacturers to take note: while the EU is going first, similar legislation is no doubt headed your way soon.

Digital product passports, defined

DPPs are a digital record that provides information about a product’s origin, environmental and social impact, from source to sale and possibly beyond.

These innovative portals let customers quickly and easily scan a product’s QR code or NFC tag and access important information related to its production, use, and disposal. Consumers can view verified product information about the materials used to make an item, its manufacturing processes, energy consumption, carbon footprint, and other environmental and social factors — all the information needed to make responsible purchasing decisions — at the point of purchase.

As the item proceeds through its life cycle, any events related to it (think returns, warranty maintenance, even resale) can be recorded on the DPP, giving manufacturers and retailers a complete view into which phases of circularity their products have gone through.

The potential of the DPP goes far beyond increasing customer satisfaction. These tools also ensure compliance with regulations and legislation, uncover potential conflicts of interest or labor violations, and bring to light opportunities to reduce costs as a result of improved supply chain visibility. 

“When you implement a DPP solution, you enhance traceability, circularity, and transparency throughout the entire lifecycle of fashion products,” said Neil Greenhalgh, the Director of Digital Solutions at Charming Trim. “As a result, you protect consumers and the environment.”

Embracing the power of the digital product passport for marketing 

DPPs can help build trust with consumers and comply with regulations. But they can also help you compete. By telling a compelling story about your product's production processes and the impact it has on the environment and society, you can build an emotional connection with consumers and enhance your product's appeal.

1. Stand out from competitors. While legislation is still pending, not everyone will have a DPP system in place. For the brands that do, you gain the advantage of telling your customers the full story about your brand’s sustainable practices. Green-minded buyers will start to associate your brand with their values and, as a result, you’ll differentiate from your competitors.
2. Build brand trust. By providing transparency and accountability regarding the environmental and social impact of a product, a DPP can help to build trust with consumers. This can be particularly important for companies that are seeking to establish a reputation as responsible and ethical brands.
3. Create a connection. Use the DPP to tell the water-saving or fair-trade story of the item the customer holds in their hand. Sharing the journey of the product, its production processes, and the impact it has on the environment and society can help build an emotional connection with your customers. 
4. Protect your brand. Give customers peace of mind that the item they’re purchasing is the real deal. With the digital passport, product authentication and registration become easy to communicate.
5. Create new paths to purchase. Leverage a new commerce channel with digital upsell at the point of purchase, offering specific items geared to the unique customer. 
6. Enable new business models. Extend data collection and pursue even more revenue channels such as resale, recycle, repair, and rental with the ability to follow your product’s journey post-purchase, even when ownership is transferred.
7. Enhance loyalty and rewards programs. Loyalty programs that reward customers over time for choosing your brand become low-hanging fruit when using the passport system.  

Get an early adoption advantage with Charming.DIGI

If you’re looking to get ahead of the curve and begin exploring DPP options for your brand, look no further than Charming.DIGI. Our comprehensive, no-code DPP solution provides an easy and efficient way for you to meet the requirements of the EU Digital Product Passport, allowing you to quickly increase customer loyalty while gaining a competitive edge at the same time.

With powerful tools such as detailed product information dashboards and tracking capabilities, Charming.DIGI keeps you compliant while helping you provide customers an enhanced experience. 

Are you interested in learning more about Charming.DIGI? 

Reach out to us for a consultation. 

Editor’s note: Originally published on April 12, 2024, this content was refreshed and updated on October 11, 2024.