YOOX Net-a-Porter Group launches Digital ID to accelerate circularity in luxury retail
December 15th, 2020
YOOX NET-A-PORTER GROUP, the world leader in online luxury and fashion, is piloting Digital IDs in a first move to roll out the technology across all its private label collections from 2021 onwards, to drive circularity in luxury fashion.
The Group’s pilots kickstart the rollout of leading-edge Digital ID technology across all its private label collections in 2021
Digital ID unlocks services for customers such as care and repair, re-commerce and recycling, enhancing product longevity and traceability
The rollout builds on the YOOX NET-A-PORTER’s Infinity sustainability strategy to close the loop and drive circularity for the luxury and fashion industry
The two Digital ID pilots are running across key items in 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 for each garment to access unique information, content and services. This includes provenance and design information, care-instructions that ensure the pieces can be treasured for years to come, and inspiration to help customers style the items in their wardrobes over many seasons.
Over the course of 2021, YOOX NET-A-PORTER, working in partnership with Eon and leveraging their CircularID™Protocol, will continue to develop the customer 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, recycling and next-life. The technology will allow customers and partners 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 time, the build of a connected and trusted ecosystem of authenticated products will enable the Group to offer new services to its customers, such as virtual wardrobe management, and re-commerce and recycling to allow garments that may fade to start a new beginning and form part of a circular fashion system.
“Today, when we buy a garment and remove its tags, it becomes very challenging to reliably trace where it was made, what it is made of, and whether it is authentic. This can make it difficult to care properly for our garments, to resell them, and even to recycle them. At YOOX NET-A-PORTER we believe that unique Digital IDs - essentially a digital passport for the garments in our wardrobe - can help our industry 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, 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.”
-Giorgia Roversi, Director of Sustainability & Inclusion
YOOX NET-A-PORTER GROUP
The Digital ID programme is part of YOOX NET-A-PORTER's sustainability strategy, Infinity, launched in November 2020. By leveraging leading-edge technology solutions such as Digital ID, the Group seeks to further accelerate sustainability and circularity in luxury and fashion by enhancing traceability of products and empowering customers to make responsible purchasing and ownership decisions to extend their lifetime. The aim is to drive a shift in mindset when it comes to valuing and understanding where a product has come from and where it will go next, in the process of making sustainable options more intuitive and desirable, supporting the Group’s purpose to connect people with the joy of luxury and fashion that lasts a lifetime and beyond.
Once established within its private labels, the Group 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.