The fashion industry is one of the most polluting industries in the world. Textile production does not only create more global carbon emissions than international flights and maritime shipping combined but it is also estimated to be responsible for about 20% of global clean water pollution. With the customers being more conscious of these sustainability issues, companies need to find innovative solutions to reduce their impact on the planet.
Fashion brands are now focusing their efforts on making textiles more durable, repairable, reusable, and recyclable. Starting from the source of textiles to the different ways to reuse or recycle them, fashion brands are experimenting with different innovative solutions to reduce their environmental as well as social impact.
It may seem counterintuitive that technology, which is often a catalyst of waste, seems to be the winning ally to make the fashion industry more sustainable. Now more than ever, new technologies can play a crucial role in transitioning toward a circular economy. They are being implemented across the value chain, from the first stages of material sourcing to the final stages of delivery and consumption.
The growing focus on sustainability is one of the reasons why more and more fashion companies have increased their investment in technology and innovation. According to a study by McKinsey, fashion companies are expected to double investment in technology by 2030 to keep up with digital natives and to create a competitive edge.
Traceability and transparency
Traceability and transparency are crucial to transition toward a circular economy. For this reason, as part of the circular economy action plan, the European Commission initiated a new strategy that combines new requirements for textiles, clearer information, and a Digital Product Passport. This strategy wants companies to take responsibility and start operating in a way that minimizes their carbon and environmental footprints.
Traceability is important to control the lifecycle of clothes. To transition toward a more sustainable fashion system, companies need to find innovative ways to keep their products and materials in use for as long as possible, and then, at the end of their life, regenerate them back into the supply chain.
Transparency is a fundamental principle of sustainable development. Increasing it at a corporation level is important to monitor the real impact of the company’s activities and therefore redirect the efforts toward sustainability. Also, transparency is important in choosing your partners and building an ecosystem that brings together the efforts of different companies to transition toward a circular economy.
But, most of all, being transparent is key to capitalizing on a consumer market that has as its core sustainability and awareness. It’s been found that when brands are completely transparent with their customers, they are 94% more likely to be loyal. Transparency builds trust and trust is the foundation of your relationships with your customers.
QR codes: a technology for circular economy
The fashion industry can transition toward a circular economy and be more sustainable by leveraging QR code technology. Specifically, by applying QR codes on the garments’ labels, brands can link to each piece of clothing all the relevant information regarding production, maintenance, cleaning, etc. This way, companies can increase transparency and enhance their reputation as sustainable brands.
Furthermore, thanks to QR code technology, companies can increase traceability. In particular, by applying a QR code on each piece of clothing they can track the location and virtually follow the multiple resales after the original purchase. This way, companies can be more aware of the duration of their product's life cycle and act to prolong it.
If we look at the customer's side, several benefits emerge with the introduction of QR codes on garments. First, customers can get extensive information about how the product was produced and the characteristics of the materials used. This can help them in making more informed purchasing decisions. Second, customers can access washing and maintenance instructions that on traditional labels are often confusing. On top of that, thanks to the QR code technology they can also benefit from extra functionalities depending on the intention of the brand. For example, Samsøe Samsøe added an extra function to facilitate the process of reselling clothes.
In addition to transparency and traceability reasons, QR codes are used by fashion brands in several other ways. One of the main and probably first reasons QR codes were introduced on garments concerns authenticity issues. Designer brands have been applying QR codes on their pieces to protect them to battle the ever-increasing counterfeiting problem in the textile industry.
Other examples of how this technology has been used by fashion brands are:
To invite customers to events and experiences which relate to the label. This way companies can enhance the connection between the brand and the customers, thus increasing loyalty.
To give your customers styling advice, maybe leveraging the upselling opportunities.
To ask customers for feedback about the quality of the product and the overall experience with your brand.
To give your customers special discounts.
The case of Samsøe Samsøe
Samsøe Samsøe is a Danish brand known for combining the utilitarian ease of Copenhagen street style with a quintessentially Scandinavian spirit based on simplicity and clean lines. The Danish label is also known for their dedication to craftsmanship and authenticity.
Sustainability lies at the heart of Samsøe Samsøe mission. As stated in their Code of Conduct, they strive to “contribute to environmental sustainability, wherever possible and viable”. They want to have a positive impact on the environment and society as a whole.
In alignment with their sustainability commitment, Samsøe Samsøe recently announced that they will incorporate QR codes on their garments to make it easier for their customers to resell them. To contribute to the transition to a circular economy, this solution will give a strong incentive to Samsøe Samsøe’s customers to resell their clothes when, for disparate reasons, they will stop using them.
Going more into the most practical details of the solution, when customers scan the QR code on the garment with a smartphone, the tag prompts a sequence of digital actions that should make the act of reselling garments online straightforward. The QR code is linked to Facebook and Instagram marketplaces and automatically creates an announcement with all the information about the specific piece of clothing, e.g. dimension, color, and age. It additionally auto-generates pictures and a short text describing the garment.
How Layerise can help you
If you are a fashion brand seeking to introduce QR codes on your garments, Layerise is the perfect solution for you. Thanks to Layerise, you can apply QR codes to your clothes and allow your customers to access information about the product, cleaning and care instructions, specifications about the materials, and so forth. With Layerise it is easy to keep this information updated and measure the performance of your content.
To learn more about how Layerise can help your business, book a free consultation now!
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