How to generate value with Digital Product Passports

Making every product tell its own story.

The fashion industry is evolving beyond selling products; today, brands are expected to deliver immersive experiences that deepen customer connection and craft experiences that feel alive, personal, and lasting. Enter connected products: garments and accessories that keep the conversation going well beyond the first sale. By giving each product a digital identity, brands open a direct and ongoing channel with their customers, one that can deliver verified information, exclusive content, and personalized services. For an industry built on emotion and community, this is a powerful evolution: the product itself becomes an engaging touchpoint, a new type of brand experience.

The potential is tangible. Certilogo, leader in connected products, digital authentication and Digital Product Passports has connected over 570 million products worldwide since 2006. Every few seconds, a person interacts with a product embedded with a Certilogo digital experience, demonstrating the scale at which these solutions are transforming consumer experience and brand trust.

Unlocking value beyond compliance

While the Digital Product Passport (DPP) is often discussed in the context of upcoming EU regulations, it can be the key to unlocking these new opportunities of a more intimate connection between brands and people. By linking the DPP’s verified data to products via secure, interactive digital IDs- accessible through QR codes or NFC tags - brands provide customers with instant digital authentication, exclusive content, and traceability data. Instead of viewing regulatory compliance as a reporting burden, brands can use it to foster trust, engagement, and loyalty throughout the product lifecycle.

The shift from compliance to connection begins with seeing products differently. The most forward-thinking brands have understood that a product’s value doesn’t end at checkout — it can become a powerful ally in their customer’s wardrobe, creating opportunities for dialogue, fostering loyalty, and driving new business growth.

It’s also about designing meaningful moments of interaction. Whether through authentication, storytelling, or circular services, connected products make it possible to offer personalized and unique experiences. Certilogo is already exploring these possibilities with forward-thinking brands — helping them transform their products into evolving touchpoints that extend marketing campaigns, express brand values, and grow with their customers’ needs.

With the DPP deadline approaching, the brands that turn data into authentic engagement will lead the way in a crowded market.