Traceable Tod’s brings Digital Product Passports to its iconic Gommino footwear
Tod’s, the luxury footwear brand renowned for its Gommino loafers and driving shoes, is introducing Digital Product Passports (DPP) to all footwear it's renowned for.
Building on the successful implementation of DPPs for the custom Di Bag, this latest expansion – in collaboration with Aura’s blockchain technology - underscores Tod’s commitment to enhancing traceability and authenticity for their consumers.
So, what exactly are DPPs? In recent years, the fashion industry has been criticised for a lack of transparency, and part of the problem has been a lack of standardised information.
A Digital Product Passport is a digital record that provides information about a product and its value chain from its inception to landing on local shelves. This includes everything from the origin of the product, materials used, environmental impact and disposal recommendations. Trials have seen retailers print barcodes on the labels of garments, which are scanned to reveal the above information. After learning about a product's environmental impact, customers can then make informed choices about where they want to shop.
Through Tod's collaboration with Aura and Temera, customers will now be able to scan the embedded NFC chip located in the right sole of their My Gommino loafers. The chip and underlying traceability solution, meaning that customers can register their products and claim ownership directly through their smartphones. This process also grants customers access to an authenticity certificate.
Beyond certification, Tod’s also offers unique additional features, such as engaging storytelling elements to their DPP. It'll also include details and insights on the many artisans and craftspeople that create each My Gommino loafer.
Carlo Alberto Beretta, Tod’s General Brand Manager, said: "At Tod’s, we view the DPP as more than just a tool for product authentication and traceability. Though these are critically important elements, we also want to take the opportunity to deepen our connection with customers, showcase our craftmanship, and elevate the storytelling of our iconic products."
Tod’s Digital Passports are also tools to elevate the customer experience. Via the scannable barcode, customers have access to extended warranty and Tod’s care, a dedicated client advisor, exclusive events and more.
Romain Carrere, CEO of Aura Blockchain Consortium, commented: "We are pleased to announce the continuation of our collaboration with Tod’s. By ambitiously extending its DPP offering beyond the custom Di Bag, and with engaging story-telling capabilities, Tod’s is reaffirming that transparency, authenticity and customer experience can go hand in hand, like never before."
