Chloé & Diesel: Digi Track & Trade Luxury
Published 06 March 2023
Boosting the ease of eco-ethical consumption – in the UK alone, 41% of people would live more sustainably if it were easier – French luxury brand Chloé has launched an instant near-field communication (NFC) tag-enabled resale and repair service, while Italian fashion company Diesel has engineered on-label QR codes, explaining the eco-friendly origins of (usually highly resource-depleting) denim and facilitating buybacks.
Chloé: Instant Traceability Repair & Resale
Chloé, the first luxury brand to obtain B Corp status, has partnered with pre-loved online designer goods marketplace Vestiaire Collective and American company Eon, which connects products to digital IDs, to launch Chloé Vertical. The venture enables traceability, repair options and instant resale. All of Chloé’s S/S 2023 garment labels will feature either an NFC tag or QR code. Owners can scan the ID, obtain a corresponding ownership number and take and upload images of their item onto a co-branded instant resale microsite, powered by Vestiaire Collective. Sellers are paid for their item instantly instead of having to wait until someone buys it. The service will initially run for a year as a pilot in Europe and the US.
Eon has previously worked with British eco-materials company Pangaia on digital passports, although, notably, these were not resale-enabled.
Meanwhile, brands including Zara (Spain) and Samsøe Samsøe (Denmark) have embedded (non-instant) recommerce into their product labels.
Diesel’s Circular Denim: QR Code-Enabled Origin Info & Buyback
Diesel’s new collection Rehab Denim allows consumers to both see the eco-friendly origins of its garments and sell items back to the brand when they’re finished with them. Scanning an on-item QR code unlocks a microsite explaining the garment’s sustainable origins and how to sell it back to the company, which will then resell or recycle it.
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