YOOX NET-A-PORTER Group (YNAP) is piloting Digital ID technology across its private label brands in a bid to accelerate circularity in the fashion and luxury sectors.
The two Digital ID pilots are currently running across select items from the latest Mr P. collection for MR PORTER and the entire YOOX NET-A-PORTER for The Prince’s Foundation collection.
Customers shopping products included within the pilots can scan QR codes to access unique information, content and services. This includes provenance and design information, care instructions and inspiration to help customers style the items in their wardrobes.
From 2021 onwards, working in partnership with Eon and leveraging its CircularID™ Protocol, YNAP will continue to develop the proposition, tailoring QR codes into each private label garment allowing customers to access the item’s unique Digital ID.
Unique Digital IDs are “virtual certificates” that can be used to record each item’s history – telling its story from manufacture through use, resale, reuse and recycling. The technology will allow customers and partner brands to easily check an individual garment’s authenticity, provenance, history and considerations for styling and care and repair so that they can last for longer and “encourage a circular mindset”.
Over the time the creation of a “trusted ecosystem of authenticated products” will enable YNAP to offer new services to its customers, such as virtual wardrobe management, and re-commerce and recycling.
“Today, when we buy a garment, it is often challenging to reliably keep track of where it was made, what it is made of, and its authenticity. This can make it difficult to care properly for garments over the long-term, to resell them, and even to recycle them. At YOOX NET-A-PORTER we believe that unique Digital IDs – essentially digital passports for the garments in our wardrobe – can help to overcome these challenges.
“By simply scanning QR codes tailored into each item, customers and partners will be able to access information, engaging content and services related to that individual product. And as our Digital ID ecosystem develops, important moments such as repair or resale can be digitally stamped in the passport, opening doors for the garment to start a new beginning with another owner or to be recycled correctly, helping us to shift mindsets when it comes to longevity and circularity in luxury and fashion,” said YNAP director of sustainability and inclusion Giorgia Roversi.
The Digital ID programme has been led by the Group’s Sustainability and R&D teams and is part of the group’s sustainability strategy, Infinity, which was launched in November 2020.
Once established within its private labels, YNAP says it aims to share learnings in Digital ID with its brand partners to open opportunities for customers to access similar information that may help them extend the life of their entire wardrobe.