The fashion industry is set for a digital overhaul as the EU mandates digital passports for apparel, enhancing transparency and consumer engagement, facilitated by Toronto’s Jellybean.
The fashion industry is on the brink of a digital transformation with the introduction of digital passports for apparel, aimed at enhancing consumer engagement and providing greater transparency regarding the environmental impact and lifecycle of clothing. This initiative is mandated by the European Union, requiring all apparel sold within the market to include this detailed passport information.
Toronto-based tech company Jellybean is poised to facilitate this transition by enabling fashion brands to create a direct connection with consumers. Jellybean specializes in transforming products into platforms for personalized engagement, a capability it now seeks to adapt for the fashion sector, enabling each item of clothing to act as a gateway for information and interaction.
With the help of seasoned industry professionals, including former Vans chief Kevin Bailey as a business development and strategy adviser and Charlotte Clisby as vice president of business development for fashion and luxury, Jellybean is beginning to forge partnerships within the fashion world. Clisby highlighted the ease of use for consumers, stating, “There’s no apps or anything to download. It operates as a web page, but you can only access that web page through the product itself.” This means that consumers can scan a QR code or tap a chip embedded in the clothing to access a unique webpage containing a wealth of information.
The digital passport information will encompass a range of data, including blockchain-anchored certificates for product authentication, resale market pricing, personalized recommendations, brand-controlled content, and critical sustainability and traceability information. This comprehensive approach aims to address a long-standing issue within the industry: the disconnection between brands and their customers after a sale is made.
Clisby emphasized the benefits of reestablishing this connection, stating, “You’re actually turning physical products into an opportunity to create personalized upselling opportunities for them.” The initiative allows brands to engage more closely with their customers, offering not only additional products but also services like music playlists and direct resale options.
Bailey noted the fragmented nature of current systems regarding customer engagement and loyalty programs within the fashion industry. He pointed out, “There are no standards, there are a lot of fragmented players doing different parts of this,” suggesting that Jellybean’s holistic approach could streamline brand-consumer interactions. He explained that brands can use Jellybean to integrate various modules into a unified platform, enhancing the consumer experience while alleviating the burden of accessing multiple channels.
As fashion brands begin to explore these possibilities, Jellybean asserts its position as a facilitator of this new landscape, offering solutions that can meet varied business objectives, from boosting resale opportunities to engaging younger consumers. The push for digital passports in fashion not only exemplifies the industry’s shift towards sustainability and transparency but also signifies an evolving relationship between brands and consumers in the digital age.
Source: Noah Wire Services
