Most apparel brands stop engaging customers the moment a product leaves the store. But what if every garment you sell could spark ongoing conversations, build loyalty, and deliver data-driven insights—long after checkout?
Today, post-purchase engagement is often just a marketing email or a loyalty card. What’s missing is a direct, instant way to reconnect with customers through the product itself.
Digital Product Passports: The Future of Apparel Transparency
From 2026, legislation will require apparel and footwear brands to use Digital Product Passports (DPPs). These passports will provide:
• Clear information on materials and manufacturing
• Guidance on recyclability and end-of-life options
• Proof of compliance with EU sustainability standards
The aim is simple: increase transparency, support circularity, and empower consumers to make informed choices.
Learn more about upcoming EU compliance standards under the Ecodesign for Sustainable Products Regulation (ESPR).
But DPPs aren’t just about legislation. They also create a new way for brands to communicate directly with customers through the garments they already own.
From Legislation to Implementation with ShareLabel®
Managing Digital Product Passports across large, complex product lines can feel daunting. That’s where ShareLabel® helps.
Our in-house platform makes it simple to connect every garment to a Digital Product Passport, using either a QR code on the wash care label or an NFC chip embedded in the garment.
With ShareLabel®, brands can efficiently create, manage, and update DPPs at scale, ensuring compliance while keeping processes seamless.
How Digital Product Passports Strengthen Post Purchase Engagement
While designed for compliance, Digital Product Passports unlock something even more valuable: a direct line to your customer. Every scan, whether to view care instructions, access a repair guide, or verify authenticity, becomes an opportunity to:
• Build loyalty: Reward customers for repairing rather than replacing.
• Share your story: Showcase your brand’s journey, values, and craftsmanship.
• Show transparency: Clearly reveal where and how products are made.
• Cross-sell: Suggest complementary products customers may love.
• Offer rewards: Deliver exclusive perks directly through the product.
Ready for the Future of Fashion Transparency
With legislation fast approaching, now is the time to prepare. ShareLabel® makes it easy to create and manage Digital Product Passports – helping fashion and apparel brands stay compliant while turning every garment into a touchpoint for engagement and loyalty.
Let’s talk about getting your brand ready for the future of apparel transparency. Alternatively, learn more about ShareLabel® and Digital Product Passports here.
