Where are we with the Digital Passports of luxury?

It has been just over a year since the major luxury brands began introducing Digital Product Passports (DPP): digital identifiers, accessible via smartphone, that guarantee product authenticity and traceability. The idea did not originate directly from the fashion industry but as a response to impending European sustainability regulations (the Regulation on Ecodesign for Sustainable Products), which will make digital passports mandatory from 2027 to provide clear information on product origin and circularity. The immediate advantage, however, is that these solutions not only promise to protect consumers from counterfeits but also offer new opportunities for brands to strengthen their relationships with customers. Most luxury brands have seized the opportunity to implement DPPs to combat counterfeit markets once and for all. Stefano Rosso, former CEO of OTB Group (Maison Margiela, Marni, Diesel, Jil Sander), had already highlighted how these digital passports can provide “incontrovertible” proof of product authenticity, enhancing consumer trust. But the power of the DPP doesn’t stop there; according to Rosso, digital passports can transform the shopping experience into an interactive journey with a genuine brand, thanks to features like lifecycle tracking and access to maintenance, support, and resale services.

Although the technology is now available, the real challenge is the adoption of DPPs by consumers. The mere existence of a digital certificate is not enough to encourage its use. As explained by Business of Fashion, buyers want not only authenticity guarantees and product information (such as materials, origin, and production methods) but also useful content, including maintenance and repair manuals, warranty extensions, and resale options. It is no surprise that initiatives like Coach’s Coachtopia collection focus on integrating resale platforms (Poshmark) directly through DPPs. This strategy allows brands to maintain contact with buyers throughout the product’s lifecycle while offering consumers a tangible service that simplifies resale and enhances the user experience beyond the initial purchase. For digital passports to become truly desirable, they must evolve from a simple technological “appendage” into a real hub of services and content, eliminating the need for in-store visits.

Some sectors are more suited than others to these solutions. According to a Vogue Business survey from last May, consumers interested in digital passports expect them primarily in high-value categories: bags, watches, and jewelry (with preference rates around 80%), followed by small leather goods and clothing (40%). The footwear segment lags behind, with less than 30% of respondents willing to use DPPs for this product type. This reflects the perception that “certification” is more relevant for items considered investments or iconic objects with an active resale market. In terms of specific brands, consumers mainly look to major fashion and luxury houses. Leading the expectations is Chanel (46%), followed by Gucci, Hermès, Prada, Dior, and Louis Vuitton, all with at least 30%. This highlights the desire of high-end consumers to have additional quality and authenticity guarantees, especially for high-priced items.

Among the platforms developing DPP solutions, Eon is one of the most active: its technology enables the creation of digital IDs for products, permanently linking them to a database containing lifecycle information. This way, brands do not lose track of post-sale movements and can leverage each transaction to collect data and generate additional revenue. Eon’s ambitious goal is to build a true “ecosystem” that includes not only brands and consumers but also resale platforms, recycling services, and even Web3 environments, with a focus on interoperability. An additional driver for DPP adoption will be the tightening of sustainability and transparency regulations. Eon’s technology is becoming a crucial tool for the second-hand market, which has become one of the most prolific segments in fashion over the past year. The real breakthrough, however, will come when digital passports become an integral part of the shopping experience, no longer perceived as a mere “extra” but as an essential component for fully understanding a product’s value. This could give rise to a new luxury model that is more conscious and transparent, where each item is not just a status symbol but a traceable investment and a constant point of dialogue between brand and consumer. After all, the driving force in the current (and struggling) luxury market seems to be the desire for genuine experiences that make consumers feel connected to the brand and the shopping process.