Fashion’s hidden power move? Digital product passport opportunities for brands
For many, digital product passports (DPPs) are seen as just another hoop to jump through. A compliance headache, an extra layer of admin, another job to add to the growing to-do list.
But, if you’re treating the new EU regulations as a tick-box exercise, you’re missing the point.
It’s time to flip the script and recognise the digital product passport opportunities, rather than see it as a burden.
In this guide, we explore how DPP could bring a real business advantage, helping you strengthen customer trust, open new revenue streams and prove your story, rather than just telling it.
Get it right and the DPP has the power to give your brand resilience and confidence to outpace your competitors.
Read our full guide on what a Digital Product Passport is here
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Why most brands misunderstand DPP
A common mindset in the industry is that DPP is “just another EU regulation”.
Driven by fear, many people view it as merely an additional admin cost, a resource drain, and a box-ticking exercise.
But, whether we like it or not, digital product passports are coming.
And a shift in mindset around DPP beyond compliance can help you realise that it’s not a punishment, but a potential power move.
The digital product passport business case:
What it unlocks for brands
What happens if we stop treating digital product passports as a compliance exercise and start seeing them as a way to transform how we do business?
Start seeing DPP not as a means to simply satisfy regulators, but to create value across your brand, operations and customer relationships.
Below we go through the real business case for digital product passports
Transparency builds customer trust
Customers are asking more questions about where products come from and how they’re made.
There is a huge opportunity to strengthen consumer trust with the digital product passport.
And many brands are already recognising this clear demand for more transparency and sustainability from customers, with content about how products are made becoming increasingly popular on social media.
Radley London is just one of the forward-thinking brands using Bombiix to automate DPP creation.
We asked Supply Chain Manager Shelley ONeill what the team are most excited about when it comes to DPP:
“It’s giving us the opportunity to maximise visibility of the supply base, and understand the areas we’re currently unable to see,” says Shelley.
“Having this information allows us to be confident in the messaging we share regarding our products.”
By making sourcing, testing, and production data visible, you can prove your story instead of just telling it. That transparency strengthens trust and shows your brand is serious about accountability.
Boost operational efficiency
The by-product of preparing for the DPP legislation is the creation of a single source of truth across your supply chain.
Instead of chasing updates in emails and spreadsheets, you have live product data at your fingertips.
Think faster recalls and fewer errors, simpler audits and compliance checks and clearer communication with suppliers.
The efficiency digital product passports drive is clear:
Less wasted time, smoother processes, and teams freed from admin to focus more time on creativity.
New revenue opportunities
According to research from eBay and Bain & Company, DPPs could help brands double the lifetime value of a product by turning one sale into many opportunities over its lifecycle.
By tracking a product’s journey from first sale through resale and disposal, DPP gives you rich data streams that open up new sources of value.
For example, you could start a buyback and repurchase program, giving customers the chance to trade in and resell items through your store.
Luxury and high-value items can be tracked and authenticated with ease to reduce counterfeit and theft.
By tracking product usage, you can tailor offers, recommend services, and deliver reminders, warranties and maintenance.
And you could even re-engage customers by offering a cleaning, repair or refurbishment service.
Post-sale doesn’t mean the end of the relationship, but the start of a new one.
Verified brand storytelling
If sustainability, traceability, and material choices are part of your brand DNA, the digital product passport becomes the perfect storytelling tool.
With a quick scan, customers can see how a product was made, where materials were sourced, and the standards you hold your suppliers to. It’s yet another chance for brands to embrace authentic brand storytelling, new customer experiences and tailored marketing.
We’re already helping brands prepare for the 2027 rollout, but more importantly, we’re showing them how to use DPP as a driver for growth.
Shelley ONeill, Supply Chain Manager at Radley London adds:
“The DPP will allow us to break the boundaries that come with long-standing supplier relationships, giving us greater control and understanding of our products and production. It will also provide deeper insight into how our partner companies are working.”
Customers are asking more questions about where products come from and how they’re made.
There is a huge opportunity to strengthen consumer trust with the digital product passport.
And many brands are already recognising this clear demand for more transparency and sustainability from customers, with content about how products are made becoming increasingly popular on social media.
Radley London is just one of the forward-thinking brands using Bombiix to automate DPP creation.
We asked Supply Chain Manager Shelley ONeill what the team are most excited about when it comes to DPP:
“It’s giving us the opportunity to maximise visibility of the supply base, and understand the areas we’re currently unable to see,” says Shelley.
“Having this information allows us to be confident in the messaging we share regarding our products.”
By making sourcing, testing, and production data visible, you can prove your story instead of just telling it. That transparency strengthens trust and shows your brand is serious about accountability.
The by-product of preparing for the DPP legislation is the creation of a single source of truth across your supply chain.
Instead of chasing updates in emails and spreadsheets, you have live product data at your fingertips.
Think faster recalls and fewer errors, simpler audits and compliance checks and clearer communication with suppliers.
The efficiency digital product passports drive is clear:
Less wasted time, smoother processes, and teams freed from admin to focus more time on creativity.
According to research from eBay and Bain & Company, DPPs could help brands double the lifetime value of a product by turning one sale into many opportunities over its lifecycle.
By tracking a product’s journey from first sale through resale and disposal, DPP gives you rich data streams that open up new sources of value.
For example, you could start a buyback and repurchase program, giving customers the chance to trade in and resell items through your store.
Luxury and high-value items can be tracked and authenticated with ease to reduce counterfeit and theft.
By tracking product usage, you can tailor offers, recommend services, and deliver reminders, warranties and maintenance.
And you could even re-engage customers by offering a cleaning, repair or refurbishment service.
Post-sale doesn’t mean the end of the relationship, but the start of a new one.
If sustainability, traceability, and material choices are part of your brand DNA, the digital product passport becomes the perfect storytelling tool.
With a quick scan, customers can see how a product was made, where materials were sourced, and the standards you hold your suppliers to. It’s yet another chance for brands to embrace authentic brand storytelling, new customer experiences and tailored marketing.
We’re already helping brands prepare for the 2027 rollout, but more importantly, we’re showing them how to use DPP as a driver for growth.
Shelley ONeill, Supply Chain Manager at Radley London adds:
“The DPP will allow us to break the boundaries that come with long-standing supplier relationships, giving us greater control and understanding of our products and production. It will also provide deeper insight into how our partner companies are working.”
Integrates seamlessly with your tools
From compliance to competitive edge:
How to reframe DPP
When you shift your perspective and see the DPP benefits for brands, you start to see that – when done right – it’s a tool that helps you work smarter and connect more deeply with your customers.
Here are four ways to get started
See DPP as a data opportunity, not an admin risk
Instead of worrying about the extra workload, look at the quality of information you’ll have in one place. That data can fuel better decisions across design, sourcing and sales.
Start with what you’ve got and work from there
If you already run your product data through PLM or PIM, DPP can slot straight in. It becomes part of your existing workflow rather than another silo. If you don’t, that’s fine too. Start with whatever tools you are using, even if that’s spreadsheets, shared drives, or basic project management software. When you’re ready to scale, connecting DPP to systems like PLM or PIM will give you even more efficiency and visibility. Pssst… our PLM has built-in DPP automation.
Use it for internal collaboration as much as external reporting
Make the most of the data. DPP isn’t only for regulators. Share it internally with your product, sourcing and marketing teams so everyone works from the same version of the truth.
Focus on customer experience
Imagine a customer scanning your product and seeing its full story. That moment of trust could be the difference between a one-off purchase and a loyal fan. Treat DPP beyond compliance - as an investment in trust, efficiency and new growth.
Make DPP your next power move
If you’re starting to explore DPP, Bombiix makes the process simple.
Our system acts as digital product passport software, automatically pulling the data you already have, connects it with PLM, PIM and DAM, and turns it into clear, compliant passports. No extra admin required.
