The DPP mandate is approaching fast, and for the fashion industry, there’s no dodging it. For many brands, it feels like a regulatory headache in the making. In fact, a recent Bain & Company survey found that 90% of brands view the DPP as just more red tape.
To be fair, implementing a DPP is no small task, but more and more companies are making the investment. And it’s not just niche brands leading the charge. Brands like Louis Vuitton, Dior, and Kontoor Brands are adopting DPPs well before the legal deadline.
Why? Because DPPs are reshaping how consumers define value. They’re designed to influence how and why people buy. The real question is: will your brand be playing catch-up, or capitalizing on this shift?
Before we look at how DPPs will change the game, it’s important to understand what’s already driving consumer behavior.
Generational trends have long influenced the market, and today, Gen Z and millennials are demonstrating distinct preferences. Gen Z is the most likely generation to purchase secondhand, closely followed by millennials. Together, these groups are projected to account for 48% of global retail spend by 2030.
And their behavior is already driving major market shifts:
When consumers do choose to buy new garments, quality is a top priority. 34% of apparel shoppers say they’re buying fewer items but opting for higher-quality, longer-lasting pieces. And this isn’t just aspirational; consumer spending reflects the shift. Fast fashion purchases dropped by 30% in 2024, while luxury spending rose by 7%.
Resale value is also becoming a purchase factor. According to resale-as-a-service provider Brandback, displaying a product’s resale value at checkout can increase conversion rates by 5–15%.
The reality is that DPPs won’t create entirely new consumer behavior; they’ll amplify the ones already taking root. DPPs are projected to double the lifetime value of fashion products. With the increased transparency around quality and condition, resale values could rise by up to 65%.
That’s a whole new layer of value being delivered to consumers — value that directly aligns with what they care about.
Innovative brands are already recognizing this and leaning in. They’re building DPPs not just to meet regulatory requirements, but to enhance the customer experience, communicate product quality, and strengthen long-term trust.
Luxury leaders like Tod’s and Mugler, along with mid-tier innovators like Nobody’s Child or Studio Anneloes, are already ahead of the curve, registering millions of products on blockchain. These digital certificates of ownership and authenticity build buyer confidence and streamline resale.
The brands making moves now aren’t just preparing for regulations — they’re unlocking new value and positioning themselves for the future. Ready to do the same? Schedule a consultation with Charming today!