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Luxury label Tod’s has joined the growing number of high-end brands adding digital product passports (DPP) to its customer experiences, a move it made after joining non-profit organisation Aura Blockchain Consortium.
The DPP has been included by the Italian company into their personalised Di Bags, which will now all be digitally connected to a traceability token that guarantees the product’s legitimacy.
Customers can use this function to get information about the bag’s origin, craftsmanship, product credentials, raw materials, packaging, and sustainability relationship, as well as its path from creation to purchase.
Even though Tod’s has just recently became aware of the DPP, it is said that the company is already looking to extend the consortium’s solutions to more products in its lineup.
The luxury conglomerates Prada Group, LVMH, Richemont’s Cartier, and OTB Group joined forces to form the Aura Blockchain Consortium in 2021. The consortium aims to address the “shared challenges” of communicating authenticity, responsible sourcing, and sustainability through a secure digital format.
Its launch was greatly influenced by the then-developing blockchain technology, which was used in this case to record data in an irreversible way and provide a special certificate for the product’s owner.
With the capacity to “adapt to individual needs” and “flexibility to support companies of various sizes,” the organisation extended its doors to the larger luxury market.
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