Latest news with #AlexisHoopes
Fashion United
6 days ago
- Business
- Fashion United
Fashion's digital reckoning: Why the EU's Product Passport mandate will reshape the Industry
As the European Union tightens its grip on environmental regulation, fashion brands across the continent, and beyond, are bracing for a seismic shift. At the heart of the upcoming regulatory wave lies the Digital Product Passport (DPP), a central feature of the Ecodesign for Sustainable Products Regulation (ESPR), which becomes enforceable in 2026. This legislation, which aligns with the EU's broader circular economy and sustainability agenda, will make DPPs mandatory for key sectors including textiles and footwear. These digital passports are designed to store and communicate a product's environmental credentials, from material composition and recycled content to carbon footprint, repairability, and supply chain traceability. Beyond compliance: A new value framework The European Commission, which launched a public consultation on DPP implementation earlier this year, is clear on its ambition: to equip consumers, regulators, and businesses with credible data to support sustainable decision-making, and to reduce environmental harm. However, for fashion brands, the implications stretch far beyond regulatory compliance. According to a June report by Bain & Company and eBay, DPPs could effectively double the lifetime value of fashion products, particularly through resale and aftercare markets. 'DPPs are more than just checking a compliance box,' said Aaron Cheris, partner at Bain & Company. 'They are a foundational shift in how value is created, captured, and sustained over a product's lifetime.' The report suggests that up to 65 percent of the added value could accrue to consumers through improved resale, rental, and repair services, enabled by digital traceability. For example, a garment originally sold for 500 pounds could yield an additional 500 pounds ver its extended lifecycle, says Global Data. Alexis Hoopes, Global VP of Fashion at eBay, reinforced this outlook: 'Digital Product Passports are critical to powering the future of circularity in fashion. Better product data means smarter buying, responsible selling, and more trust across the resale ecosystem.' Cost, complexity, and a fragmented landscape Yet for many industry players, particularly small and medium-sized enterprises (SMEs). the path to compliance is steep. Implementing a DPP system entails not only data digitization and infrastructure investment, but also deep visibility into often opaque supply chains. For artisanal producers in regions like Florence or Kyoto, questions abound: will a handcrafted label suffice, or must every button and thread be digitally documented? Moreover, the absence of harmonised standards remains a major sticking point. Without a unified protocol governing what data a DPP must contain, and who controls it, the risk of fragmentation and confusion looms large. There are also unresolved concerns around data ownership, privacy, and platform governance, particularly in regard to how consumer or product data may be monetised. These uncertainties have led some critics to warn of potential digital greenwashing, where DPPs become a surface-level compliance tool rather than a driver of meaningful environmental progress. Unless rigorously verified and standardised, they argue, DPPs could be co-opted for marketing purposes, undermining their credibility. The end of "business as usual?" Despite these hurdles, the direction of travel is unmistakable. By 2026, fashion products sold in the EU must carry DPPs containing standardised sustainability and traceability data. Items that fail to meet minimum requirements, such as those made from unrecyclable blended fibres or lacking durability, may be barred from the EU market altogether. Restrictions are also expected on the destruction of unsold goods, a practice endemic in fast fashion. Brands will need alternative strategies for inventory management, including resale, repair, or donation, rather than offloading excess stock to developing countries. As such, the ESPR deadline is not merely an administrative hurdle, it is a market access regulation. Brands that are unprepared face not only exclusion from the EU but also potential reputational fallout and financial penalties. From burden to business opportunity For forward-looking companies, however, the regulation offers more than just risk mitigation. The Bain eBay report urges brands to view DPPs as revenue tools, capable of unlocking lifetime value beyond the initial point of sale, strengthening consumer relationships, and opening direct channels to the booming secondhand market. As the resale economy gains scale and consumers grow more discerning, early adopters of DPP infrastructure may find themselves at a competitive advantage. 'The brands investing today in digital infrastructure, consumer engagement, and circular business models,' Bain writes, 'will be tomorrow's leaders in data-driven, sustainable fashion.' In a sector long defined by opacity and overproduction, the Digital Product Passport may just be the key to reshaping fashion's future, from one of disposable speed to enduring value.
Web Release
04-07-2025
- Business
- Web Release
Digital product passports could double fashion products' lifetime value – with consumers reaping the rewards
The economics of fashion resale is set to be reshaped by upcoming EU regulation, with a potential doubling of lifetime product value, and up to 65% of the gains delivered to consumers, research from Bain & Company and eBay, reveals today. The findings point to a transformative opportunity for brands to redefine the value chain around transparency, trust, and circularity – far beyond the immediate goal of regulatory compliance. As Digital Product Passports (DPPs) become mandatory for textiles from 2026 under the EU's Ecodesign Regulation, today's report shows these are not just a regulatory tool but a commercial opportunity. For example, a fashion item sold for £500 today could generate an additional £500 in resale and services when supported by a DPP, by improving trust, traceability and ease of resale. While resale platforms, brands and verification services benefit too, consumers gain the most. Many brands – around 90% of those surveyed by Bain – currently view DPPs primarily as a regulatory burden. But today's research encourages companies to reframe DPPs as a strategic investment capable of generating ongoing revenue, driving sustainability, and strengthening consumer relationships. 'DPPs are more than just checking a compliance box. They are a foundational shift in how value is created, captured, and sustained over a product's lifetime,' said Aaron Cheris, partner in Bain & Company's Retail and Customer Strategy & Marketing practices. 'Brands that act early can build a more direct, data-rich relationship with consumers, tapping into resale trends and personalizing services in powerful new ways.' DPPs are standardized digital records, accessible via QR codes, NFC, blockchain or similar technologies, and contain detailed information about a product's materials, components, origin, environmental footprint, and lifecycle. Designed to support sustainability, circular economy initiatives, and greater transparency, DPPs enable consumers, businesses, and regulators to trace and assess products throughout their lifecycle. Regulation meets opportunity Under the EU's forthcoming Ecodesign for Sustainable Products Regulation (ESPR), nearly every physical product sold in the EU will require a DPP by 2030 – yet 90% of brands still see this as a compliance burden, rather than a growth lever. The Bain and eBay report urges brands to shift perspective, urging that, rather than being 'red tape', DPPs should be regarded as revenue tools. DPPs will unlock lifetime value beyond the original point of sale, support circularity, and open direct channels to secondhand markets, the report finds. 'Digital Product Passports are critical to powering the future of circularity,' said Alexis Hoopes, VP of Global Fashion at eBay. 'As a global marketplace at the forefront of resale, we're exploring how better product data can enable smarter buying, responsible selling, and a more trusted platform. Unlocking value for consumers is a critical part of the connected product evolution.' From transaction to lifecycle The digital records within DPPs store verified product information on materials, origin, care instructions, ownership history, and environmental impact. These records enable brands to: Launch resale, trade-in and buyback schemes with confidence Offer tailored warranties, repairs and aftercare Track usage and extend product lifespans Report on ESG goals with greater transparency Consumers drive the change The Bain/eBay report highlights that consumers will capture most of the DPP-driven value. By removing friction – no more lost receipts or clunky listings – DPPs will enable one-click resale and boost confidence. As second-hand markets expand, DPPs can act as a flywheel for growth – deepening trust, expanding participation, and making circular shopping second nature. A call to move now With the 2026 deadline for ESPR nearing, the message from the report is clear: act early. The brands investing in DPP infrastructure today – engaging consumers and testing resale models – will be tomorrow's leaders in sustainable, data-driven fashion. Those that wait risk falling behind as the resale economy scales.
Fashion Network
25-06-2025
- Business
- Fashion Network
Digital product passports "could double fashion products' lifetime value" says Bain/eBay report
As fashion drives towards greater sustainability, resale grows in significance and consumers seek greater value from what they buy, a new study claims that digital product passports — or DPPs — could double fashion products' lifetime value. And it says that consumers (as well as brands) would reap the rewards. DPPs are standardised digital records, accessible via QR codes, NFC, blockchain or similar tech, offering detailed information about a product's materials, components, origin, environmental footprint, and lifecycle. They mean consumers, businesses, and regulators can trace and assess products throughout their lifecycle. Bain and eBay have got together to produce the study that 'urges brands to act fast' on DPPs, especially as new EU regulation makes such action a necessity. Their joint report said that as DPPs become mandatory for textiles in the EU over the next few years, their findings show 'these are not just a regulatory tool but a commercial opportunity. For example, a fashion item sold for £500 today could generate an additional £500 in resale and services when supported by a DPP, by improving trust, traceability and ease of resale'. That will benefit resale platforms, brands and verification services, as well as consumers. Digital records within DPPs store verified product information and enable brands to 'launch resale, trade-in and buyback schemes with confidence; offer tailored warranties, repairs and aftercare; track usage and extend product lifespans; [and] report on ESG goals with greater transparency'. For consumers, it means that by 'removing friction – no more lost receipts or clunky listings – DPPs will enable one-click resale and boost confidence. As secondhand markets expand, DPPs can act as a flywheel for growth – deepening trust, expanding participation, and making circular shopping second nature.' Unfortunately the current situation in the fashion sector with DPPs isn't very advanced. The report said that 'many brands – around 90% of those surveyed by Bain – currently view DPPs primarily as a regulatory burden. But today's research encourages companies to reframe DPPs as a strategic investment capable of generating ongoing revenue, driving sustainability, and strengthening consumer relationships'. Aaron Cheris, partner in Bain's Retail and Customer Strategy & Marketing practices, said: 'DPPs are more than just checking a compliance box. They are a foundational shift in how value is created, captured, and sustained over a product's lifetime. Brands that act early can build a more direct, data-rich relationship with consumers, tapping into resale trends and personalising services in powerful new ways.' Alexis Hoopes, VP of Global Fashion at eBay, added that DPPs are 'critical to powering the future of circularity in fashion. As a global marketplace at the forefront of resale, we're exploring how better product data can enable smarter buying, responsible selling, and a more trusted platform. Unlocking value for consumers is a critical part of the connected product evolution'.
Fashion Network
25-06-2025
- Business
- Fashion Network
Digital product passports "could double fashion products' lifetime value" says Bain/eBay report
As fashion drives towards greater sustainability, resale grows in significance and consumers seek greater value from what they buy, a new study claims that digital product passports — or DPPs — could double fashion products' lifetime value. And it says that consumers (as well as brands) would reap the rewards. DPPs are standardised digital records, accessible via QR codes, NFC, blockchain or similar tech, offering detailed information about a product's materials, components, origin, environmental footprint, and lifecycle. They mean consumers, businesses, and regulators can trace and assess products throughout their lifecycle. Bain and eBay have got together to produce the study that 'urges brands to act fast' on DPPs, especially as new EU regulation makes such action a necessity. Their joint report said that as DPPs become mandatory for textiles in the EU over the next few years, their findings show 'these are not just a regulatory tool but a commercial opportunity. For example, a fashion item sold for £500 today could generate an additional £500 in resale and services when supported by a DPP, by improving trust, traceability and ease of resale'. That will benefit resale platforms, brands and verification services, as well as consumers. Digital records within DPPs store verified product information and enable brands to 'launch resale, trade-in and buyback schemes with confidence; offer tailored warranties, repairs and aftercare; track usage and extend product lifespans; [and] report on ESG goals with greater transparency'. For consumers, it means that by 'removing friction – no more lost receipts or clunky listings – DPPs will enable one-click resale and boost confidence. As secondhand markets expand, DPPs can act as a flywheel for growth – deepening trust, expanding participation, and making circular shopping second nature.' Unfortunately the current situation in the fashion sector with DPPs isn't very advanced. The report said that 'many brands – around 90% of those surveyed by Bain – currently view DPPs primarily as a regulatory burden. But today's research encourages companies to reframe DPPs as a strategic investment capable of generating ongoing revenue, driving sustainability, and strengthening consumer relationships'. Aaron Cheris, partner in Bain's Retail and Customer Strategy & Marketing practices, said: 'DPPs are more than just checking a compliance box. They are a foundational shift in how value is created, captured, and sustained over a product's lifetime. Brands that act early can build a more direct, data-rich relationship with consumers, tapping into resale trends and personalising services in powerful new ways.' Alexis Hoopes, VP of Global Fashion at eBay, added that DPPs are 'critical to powering the future of circularity in fashion. As a global marketplace at the forefront of resale, we're exploring how better product data can enable smarter buying, responsible selling, and a more trusted platform. Unlocking value for consumers is a critical part of the connected product evolution'.
Fashion Network
25-06-2025
- Business
- Fashion Network
Digital product passports "could double fashion products' lifetime value" says Bain/eBay report
As fashion drives towards greater sustainability, resale grows in significance and consumers seek greater value from what they buy, a new study claims that digital product passports — or DPPs — could double fashion products' lifetime value. And it says that consumers (as well as brands) would reap the rewards. DPPs are standardised digital records, accessible via QR codes, NFC, blockchain or similar tech, offering detailed information about a product's materials, components, origin, environmental footprint, and lifecycle. They mean consumers, businesses, and regulators can trace and assess products throughout their lifecycle. Bain and eBay have got together to produce the study that 'urges brands to act fast' on DPPs, especially as new EU regulation makes such action a necessity. Their joint report said that as DPPs become mandatory for textiles in the EU over the next few years, their findings show 'these are not just a regulatory tool but a commercial opportunity. For example, a fashion item sold for £500 today could generate an additional £500 in resale and services when supported by a DPP, by improving trust, traceability and ease of resale'. That will benefit resale platforms, brands and verification services, as well as consumers. Digital records within DPPs store verified product information and enable brands to 'launch resale, trade-in and buyback schemes with confidence; offer tailored warranties, repairs and aftercare; track usage and extend product lifespans; [and] report on ESG goals with greater transparency'. For consumers, it means that by 'removing friction – no more lost receipts or clunky listings – DPPs will enable one-click resale and boost confidence. As secondhand markets expand, DPPs can act as a flywheel for growth – deepening trust, expanding participation, and making circular shopping second nature.' Unfortunately the current situation in the fashion sector with DPPs isn't very advanced. The report said that 'many brands – around 90% of those surveyed by Bain – currently view DPPs primarily as a regulatory burden. But today's research encourages companies to reframe DPPs as a strategic investment capable of generating ongoing revenue, driving sustainability, and strengthening consumer relationships'. Aaron Cheris, partner in Bain's Retail and Customer Strategy & Marketing practices, said: 'DPPs are more than just checking a compliance box. They are a foundational shift in how value is created, captured, and sustained over a product's lifetime. Brands that act early can build a more direct, data-rich relationship with consumers, tapping into resale trends and personalising services in powerful new ways.' Alexis Hoopes, VP of Global Fashion at eBay, added that DPPs are 'critical to powering the future of circularity in fashion. As a global marketplace at the forefront of resale, we're exploring how better product data can enable smarter buying, responsible selling, and a more trusted platform. Unlocking value for consumers is a critical part of the connected product evolution'.
