A recent survey highlights that luxury consumers desire more comprehensive and engaging digital product passports (DPPs) than currently offered. While DPPs are being developed to meet upcoming EU regulations, consumers are seeking richer information and interactive features that extend beyond basic sustainability data.(Vogue Business)
🧭 Key Consumer Expectations for DPPs
The study, conducted by digital identity provider Authentique in collaboration with customer experience agency Me, the Customer and I, surveyed 330 luxury consumers. Findings reveal that consumers are interested in DPPs that provide:(Vogue Business)
- Detailed Product Origin: Information about where and how products are made.(Vogue Business)
- Authentication Features: Tools to verify the authenticity of luxury items.
- Repair and Warranty Information: Guidance on product maintenance and warranty details.
- Resale Capabilities: Facilitation of second-hand markets through verified product histories.(FashionUnited)
Daniela Ott, strategic advisor at Authentique and former president of the Aura Blockchain Consortium, emphasized that DPPs can create new opportunities for brands to engage with their customers by providing a richer, more informative connection with their purchases. (Vogue Business)
🔍 Insights from Certilogo’s Survey
Another survey by Certilogo, in partnership with SDA Bocconi Monitor for Circular Fashion, supports these findings. Key insights include:(FashionUnited)
- Increased Trust: 71% of respondents believe DPPs will enhance trust in brands.(FashionUnited)
- Enhanced Brand Loyalty: 49% expect DPPs to foster greater loyalty.(Vogue Business)
- Generational Interest: Interest in DPPs is particularly strong among Gen Y (76%) and Gen X (73%) consumers.(FashionUnited)
The survey indicates that consumers are ready to interact with DPPs, viewing them as tools to build trust and foster brand loyalty. (FashionUnited)
🛠️ Implications for Luxury Brands
As the EU’s Ecodesign for Sustainable Products Regulation mandates DPPs for all fashion goods by 2030, brands have an opportunity to:(Vogue Business)
- Enhance Transparency: Provide comprehensive product information to meet consumer expectations.(European Data Portal)
- Improve Customer Engagement: Use DPPs as platforms for storytelling and personalized experiences.(Vogue Business)
- Support Circular Economy: Facilitate product resale and recycling through detailed product histories.
By aligning DPP features with consumer desires, brands can transform regulatory compliance into a strategic advantage, strengthening customer relationships and promoting sustainability.
