New European Commission regulations will require fashion and other consumer goods to have unique digital product passports as early as 2026.
At the last AI Voice 2023, an event dedicated to the fashion sector created to discuss the future and innovation of the sector, the positive impacts of more restrictive measures, regulation of the supply chain and digital product passports (DPP) were discussed positively. Among technological application companies, Arianee certainly stands out, a French company that creates DPPs as non-fungible tokens (NFTs) supported by blockchain technology, which can be viewed on smartphones or web browsers, creating a digital connection between object and user. Arianee is present in the fashion industry and works with over 40 brands, such as Richemont, Moncler, Mugler and YSL Beauty and has distributed more than 1,6 million digital product passports to date. This is not artificial intelligence but a system with application in Web3. DPPs more easily allow customers to authenticate products, transfer ownership, and access services such as resale and repair. As a result, the digital passport can unlock new means of revenue for brands by allowing them to explore user data securely and effectively. This can enable lower customer acquisition costs and higher customer engagement.
The European Commission has announced new regulations that will require fashion and other consumer goods to have unique DPPs as early as 2026/27
Understanding how to take advantage of the opportunities made available by DPPs will be critical for business when product passports become a legal requirement for fashion products.
In Italy, a young reality is establishing itself, Bcode (spin-off of the Milan Polytechnic) which with the DPP project confirms that once associated with ESPR (Ecodesign for Sustainable Products Regulation) the new "Digital Product Passport" can be an indispensable tool for obtaining information on the environmental sustainability of products. This information will be easily accessible by scanning a QR data carrier and will include attributes such as a product's durability and repairability, recycled content or availability of spare parts. The QR code will be able to help consumers and businesses make informed choices when purchasing products, facilitate repairs and recycling and improve transparency on the life cycle impacts of products on the environment.
In short, are we getting closer to a truly more sustainable world?
