New consumer survey signals new era of trust and transparency in fashion
A survey conducted by Certilogo, leader in Secure by Design™ end-to-end Digital Product Passports in the fashion industry, reveals that consumers are surprisingly ready to interact with Digital Product Passports (DPP), a technology that is set to revolutionize the fashion and luxury industry. Conducted in collaboration with SDA Bocconi Monitor for Circular Fashion, the survey sheds light on consumer awareness, expectations and the potential impact of DPPs on trust and brand loyalty, providing insights into the complex landscape of digital transformation and circularity in fashion.
"As the fashion and luxury industry enters a new era of digital transformation with the introduction of Digital Product Passports, brands are eager to understand consumer expectations and familiarity with this innovative technology. Our collaboration with the SDA Bocconi Monitor for Circular Fashion aims to provide key insights that can drive positive change in the fashion industry, making it more circular and sustainable for brands and consumers." - Said Rossella Munafò, Head of Strategy & Business Innovation at Certilogo.
Consumers Are Ready for the Digital Product Passport Revolution
According to Certilogo's survey (*), which was accessed by users engaging in Certilogo’s authentication process, an impressive 49% of respondents said they were aware of the concept of the Digital Product Passport, even though it is still in the early stages of adoption by many brands and will be mandatory in Europe from 2027. This unexpected level of awareness underscores a growing consumer desire for more transparency and product information. The study also highlights a significant generational divide: Gen Z shows greater familiarity with DPPs (54%) compared to Gen X (45%) and Gen Y (48%). This shows that younger consumers are particularly attuned to the potential of digital tools to enhance their shopping experience and address sustainability concerns.
Authentication is a top priority
The study delves into the specific information the surveyed consumers are looking for in a Digital Product Passport. Authentication is the top priority, with 56% of respondents citing its importance when asked what they expect from a DPP. This finding highlights the growing concern around counterfeit products and the desire for verifiable proof of authenticity. This is closely followed by care and maintenance instructions (45%) and product composition (44%), in line with consumers' desire for more detailed information to make informed purchasing decisions and proper care of their garments.
These findings provide a clear roadmap for brands looking to effectively implement their DPP adoption strategy. By prioritizing authentication and providing comprehensive product information, brands can build consumer trust, combat counterfeiting, and promote more sustainable consumption patterns.
Building trust with DPPs to unlock sustainable fashion market potential
The study also explored the perceived impact of widespread adoption of the Digital Product Passport. A significant 71% of respondents believe DPPs will increase trust in brands, while 49% expect greater brand loyalty.
This positive sentiment was particularly strong among Gen Y (76%) and Gen X (73%) respondents, demonstrating the potential of DPPs and the role they can play in helping brands build lasting relationships with this key consumer demographic.
In fact, the study also found that cost (37%), fear of counterfeiting (29%) and concerns about greenwashing (22%) are the main barriers to purchasing sustainable apparel. By providing transparency and verifiable information, Digital Product Passports can directly address these concerns and unlock the potential of the sustainable fashion market.
