Women’s fashion brand Nobody’s Child is embracing transparency by introducing digital product passports, enabling customers to make more conscientious and well-informed decisions.
The technology developed by Fabacus has already been used to launch the Nobody’s Child x Happy Place Collection featuring Fearne Cotton. Each item within the collection includes an exclusive QR code on the care label, allowing customers to scan it with their smartphones and access a comprehensive account of the product’s creation process.
The collection is accessible both online at nobodyschild.com, Nobody’s Child stores, and through strategic retail partners such as M&S, who also provided additional funding to the women’s fashion brand earlier this summer.
The digital product passports, which have been developed by considering forthcoming EU product transparency regulations, employ Xelacore’s technology to capture and organize crucial product details.
Nobody’s Child intends to implement these digital product passports on all their clothing items by the conclusion of 2024.
“I’m delighted to announce that Nobody’s Child has launched digital product passports. Working with Fabacus and Coinbase is a huge step forward in our journey towards full traceability and transparency,” said Jody Plows, chief executive at Nobody’s Child. “We know that our Nobody’s Child customers want to make conscious consumption choices, and the introduction of DPP is another move towards honesty and integrity with our community.”
How it works
The digital product monitor and interpret the collection of various data points. This encompasses tracking crucial stages within the supply chain, commencing with the initial processing of raw materials, progressing through yarn and fabric mills, and culminating at garment factories where the final products are expertly crafted.
Customers can conveniently scan the digital product passports using the QR code located on the care label. This QR code then directs them to a dedicated landing page that showcases the product’s comprehensive carbon footprint throughout its lifecycle, encompassing aspects like raw materials, manufacturing, transportation, packaging, product care, and usage.
Furthermore, the page offers valuable advice on caring for the product to prolong its lifespan and links to circular service collaborators, encompassing repair and alteration services, rentals, and pre-loved alternatives.
Additionally, Nobody’s Child intends to motivate consumers to monitor their apparel and delve into their digital product passports by offering incentives like gifts and the chance to acquire a unique non-fungible token (NFT) through a digital receipt. Customers can securely store the Nobody’s Child Digital Product Passport NFT within their Coinbase digital wallets.
The idea behind the effort is to foster a closer connection between customers and the brand.
Photo credit: Nobody’s Child
