“Digital Product Passport, a burden or opportunity?”

An introduction to QR-labels by EE Labels, DPP regulation and preparation by Twintag and New Optimist’s users experience

EE Labels is specialized in the production and distribution of labels, hangtags and packaging material. The company was founded in 1900. EE Labels has its own factories in The Netherlands and Turkey. Besides that EE Labels works with partners in Hong Kong, China and India for local production and distribution.

Twintag is a software company. With their connected product platform they create the digital twin of physical products with unique identifiers. Making the digital soul of each product come alive – enabling seamless access to information and interactions.

New Optimist is a fashion brand from Amsterdam that’s at the forefront of the circular economy with production in The Netherlands. The brand recently launched “deposit” on their garments, making the circle 100% round.

The set-up usually looks like this when a brand wants to implement QR codes: the brand, a software partner (internal or external) and supplier of the hardware – the woven unique QR labels.

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Why woven QR-labels?

A label with QR code is the connection between physical products and the digital world. This QR code always stays with the product and is therefore always accessible. Also at the end of the products’ lifecycle: when the product has to be recycled. Woven QR labels are perfectly washable and outlasts garments. Unlike printed labels or a QR code on hangtags or packaging, which are removed once a consumer starts using the product.

Why unique QR labels?

Labels with unique QR codes offer customers the chance to build a 1-on-1 relationship with their end users. As a brand there is usually no to little contact with consumers, with a QR label you start creating these relations and the digital world full of possibilities opens up.
Improve your process in both ways, from creating the product to taking it back, getting users feedback, start upselling or create circular business models.

Digital Product Passport: status and opportunities by Twintag

Twintag is enabling a seamless digital access to information and interactions with physical products with their connected product platform. With the EPR (UPV) textile companies are obliged to take more responsibility of the items they produce and the way these items can be recycled.  Brands and companies often have 80% of this information in their existing databases. It’s about starting to share this information and using existing data to improve your products and services. With the right use of existing data operational costs can be reduced, new revenue streams can be generated, and your company has a great benefit towards competitors, also for once the obligation is there to share information. The unique identifiers are also a protection against counterfeit, a way to show your effort towards sustainability and as mentioned previously the 1-on-1 relation with your end users offers marketing opportunities. As the experience is digital as a brand you are flexible to extend the use of data and add necessary information to comply with government legislations.

Existing resources. Immediate benefits. Future compliance.

User experience by Nelleke from New Optimist 

Woven QR-labels enable brands to show and communicate with customers about all the effort they put in sustainability and steps that are made.
New Optimist is a fashion brand from Amsterdam at the forefront of the circular economy. Since day 1 the brand thinks about the end of use of their products and making sure that the garments that New Optimist makes can be recycled. The brand looked for a way to make the circle round and get their products back. Together with Candour Digital they created a digital platform, and QR-labels connect their products enabling the brand to ask deposit (statiegeld) for each garment. This way New Optimist makes sure to get their high-quality garments back at the end of use. If not all effort in creating the clothes gets lost when an article is not recycled. The deposit system is not only created for New Optimist but also available for other brands.

Key take-aways QR-labels and the digital product passport
  • A woven label with unique QR-code stays with the product during the entire lifecycle, unlike QR-codes printed on hangtags or packaging. Besides that, a woven label is perfectly washable. The woven label outlasts the product and is therefore scannable when a product must be recycled.
  • By connecting a physical product with the digital world many possibilities arise.
    From communicating about transparency with a digital product passport to creating a 1-on-1 relationship with customers for better service or marketing purposes.
  • The fact that it’s digital is making the use flexible and adjustable for changing regulations and different needs. By adding the link between physical products and the digital world you are prepared. The digital content can always be adjusted to needs and requirements at that time.

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