Responsible fashion brand, Nobody’s Child today announces the launch of digital product passports (DPP), empowering customers to make more conscious and informed choices, the brand has added unique QR codes to the care label of each product.
The initial roll out will be across the Happy Place Fearne Cotton collection which will be available online at nobodyschild.com and Nobody’s Child stores, as well as key retail partners including M&S, John Lewis and ASOS. Nobody’s Child have plans to have the DPP’s across all garments by the end of 2024.
Easily scanned by a smartphone, each QR code takes the customer on a detailed journey of that product’s creation, a level of transparency CEO Jody Plows has been on a mission to introduce. The DPP has been designed with upcoming EU product transparency legislation in mind, ensuring that all key product information is captured and catalogued, future-proofing NC as it pursues a global retail strategy.
Powered by Fabacus, a leading retail technology company, Nobody’s Child has harnessed its Xelacore platform to track and translate the gathering of numerous data points. The fashion brand is proud of the relationships it’s built with a close network of suppliers throughout the world and the launch of these DPPs is a testament to that; mapping key stages of the supply chain from processing of the raw materials, through to the yarn and fabric mills, and finally to the garment factories where the final products are sewn together.
On scanning the DPP via a QR code in the care label, consumers will be taken to a landing page which includes the product’s lifecycle carbon footprint, taking account for raw materials, finished good manufacturing, logistics, packaging, product care and end-use. The page will also provide product care advice to help customers make their item last longer, as well as links to circular service partners – repair/alterations, rental and pre-loved.
Consumers will be encouraged to trace their garments and visiting the Nobody’s Child Digital Product Passport will be incentivised with gifts and the ability to download a unique non-fungible token (NFT) by way of a digital receipt, via a further collaboration with Coinbase to bridge the customer-to-brand gap. The Coinbase partnership enables Nobody’s Child to connect to their customers using Web3 technology, and users will be able to store the Nobody’s Child Digital Product Passport NFT within a Coinbase digital wallet.
Jody Plows, CEO, Nobody’s Child: “I’m delighted to announce that Nobody’s Child has launched digital product passports. Working with Fabacus and Coinbase, is a huge step forwards in our journey towards full traceability and transparency. We know that our Nobody’s Child customers want to make conscious consumption choices, and the introduction of DPP is another move towards honesty and integrity with our community.”
Fabacus Founder and CEO, Andrew Xeni adds: “Our mission is simple, to close the gap between brands and their customers, whilst future proofing against regulation, and growing value for both. We are thrilled that Nobody’s Child are the first to use this technology, investing one step further into full transparency. Partnering with Coinbase, who are leaders in their domain is a huge step, to utilise Web3 solutions to unlock a new level of brand control, and customer experience.”
Richard Price, Managing Director of Clothing & Home, M&S “We’re delighted to see Nobody’s Child, an important part of the M&S Family, taking the next step on their journey towards full traceability and transparency. Digital product passports are the future and we welcome the opportunity for customers to engage with the unique Nobody’s Child QR codes in our selected stores.”
Peter Stilwell, Head of Business Development for EMEA, Coinbase: “The advantages of blockchain technologies permeate into all aspects of our lives. Today, we are thrilled to announce our partnership with Nobody’s Child to leverage both our NFT and Wallet technologies to forever change the way which brands interact with their customers. We are committed to continuing building innovative ways which businesses can unlock the value held within Web3.”
