Based on a recent PicoNext sustainability research surveying over 1000 consumers in Europe and the US, 73 per cent of customers state that having access to detailed sustainability information enhances their trust in a brand, while 67 per cent indicate they would be more inclined to purchase a product with this additional data. By 2030, every textile product sold in the European Union will be required to incorporate a digital product passport, likely in the form of a scannable QR code.
Once accessed, this passport will contain details about the product’s origins, material composition, supply chain, sustainability features, recyclability, and more. These blockchain-backed product passports offer validation of ownership and tracking, as well as transferability if the consumer decides to resell the product.
The range of PicoNext solutions, including the Digital Product Passport, blockchain-based experience design, sustainability, and customer loyalty capabilities, is accessible to fashion brands and retailers to engage with and retain their environmentally conscious customers.
PicoNext’s Digital Product Passports enable fashion brands to utilise the technology to offer buyers increased transparency regarding the environmental and social attributes of their products, supporting their sustainability initiatives with verifiable data.
Several fashion brands have joined the PicoNext consortium, such as Simple Chic in Sydney, Australia; Bon+Berg in Dublin, Ireland; The Morphbag and Atelier Tammam in London, England. By leveraging a combination of blockchain and cloud-based DPPs, these boutique clothing brands are dedicated to outlining the environmental and social attributes of their products. This strategic move aims to avoid “greenwashing” and substantiate their sustainability efforts with credible data, fostering trust with environmentally conscious customers.
