YOOX Net-a-Porter Group launches Digital ID to accelerate circularity
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.
GIORGIA ROVERSI, Director of Sustainability & Inclusion