Premium footwear brand Loake is rolling out digital product passports across its entire range ahead of the EU regulations. By scanning a QR code, customers at Loake can access information including origin, materials, sustainability efforts and care instructions. This move comes as the European Commission started to introduce new rules that will mandate companies to implement digital product passports. These regulations will be phased in across various industries over the next eight years. By 2030, all textile products sold in Europe are expected to adhere to the regulation.
Mintel comment:
“Loake is not the first retailer to head down this route and won't be the last. Any fashion brand looking to sell their products in the EU will need to conform to the new regulations requiring Digital Product Passports (DPPs), so we are likely to see a great many brands implementing DPPs across their range in the name of consistency. Earlier this month Tesco announced plans to roll out DPPs across its F&F clothing range, while another premium footwear brand, Esska, announced it would begin using DPPs in July.
As well as being required by EU law, there is evidence of consumer demand for more transparency when it comes to product information, as well. According to research for our recent reportFashion & Sustainability - UK - 2024, just 31% of consumers agree that fashion brands/retailers offer sufficient information about the environmental impact of their supply chain, while 43% agree that it is important to research the environmental impact of fashion items before buying them.”
