Responsible fashion brand, Nobody’s Child has launched digital product passports, as it looks to empower customers to make more conscious and informed choices, adding unique QR codes to the care label of each product.
The initial roll out will be across the Happy Place Fearne Cotton collection which will be available online at nobodyschild.com and Nobody’s Child stores, as well as key retail partners including M&S, John Lewis and ASOS. Nobody’s Child has plans to have the DPPs across all garments by the end of 2024.
The technology has been created by Fabacus.
Easily scanned by a smartphone, each QR code takes the customer on a detailed journey of that product’s creation. The DPP has been designed with upcoming EU product transparency legislation in mind, ensuring that all key product information is captured and catalogued, future-proofing NC as it pursues a global retail strategy.
Nobody’s Child has harnessed Fabacus’ Xelacore platform to track and translate the gathering of numerous data points.
On scanning the DPP via a QR code in the care label, consumers will be taken to a landing page which includes the product’s lifecycle carbon footprint, taking account for raw materials, finished good manufacturing, logistics, packaging, product care and end-use. The page will also provide product care advice to help customers make their item last longer, as well as links to circular service partners – repair/alterations, rental and pre-loved.
Consumers will be encouraged to trace their garments and visiting the Nobody’s Child Digital Product Passport will be incentivised with gifts and the ability to download a unique non-fungible token (NFT) by way of a digital receipt, via a further collaboration with Coinbase to bridge the customer-to-brand gap.
The Coinbase partnership enables Nobody’s Child to connect to their customers using Web3 technology, and users will be able to store the Nobody’s Child Digital Product Passport NFT within a Coinbase digital wallet.
“Our mission is simple, to close the gap between brands and their customers, whilst future proofing against regulation, and growing value for both,” commented Andrew Xeni, founder and ceo at Fabacus. “We are thrilled that Nobody’s Child are the first to use this technology, investing one step further into full transparency. Partnering with Coinbase, who are leaders in their domain is a huge step, to utilise Web3 solutions to unlock a new level of brand control, and customer experience.”
Jody Plows, ceo at Nobody’s Child, continued: “I’m delighted to announce that Nobody’s Child has launched digital product passports. Working with Fabacus and Coinbase, is a huge step forwards in our journey towards full traceability and transparency. 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.”
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