The Future of Fashion: How Identiv and EON Transform Retail with Digital Product Passports for Coachtopia

October 24, 2023

As the fashion industry prepares for the imminent EU regulations on Digital Product Passports (DPP), sustainability and traceability are more critical than ever. Coach is at the forefront of this transition with their recently launched sub-brand, Coachtopia, which has garnered massive appeal among Gen Z and luxury consumers in just a few weeks. This is made possible through the incorporation of Digital IDs into their product line — a move that not only deepens customer engagement but also aligns perfectly with global sustainability initiatives. In this endeavor, Coach is empowered by cutting-edge technology from Identiv and our partner EON. Let's explore how this revolutionary collaboration is not just setting trends but also shaping the future of a compliant and sustainable fashion industry.

Coachtopia: A New Wave in Fashion

Coachtopia stands out for its unique approach to connecting with the socially conscious and digitally savvy Gen Z. The brand has garnered significant attention and sales in a short time, but what truly differentiates Coachtopia is the integration of a Digital ID for each of its products.

Digital Product Passports: A Game-Changer Powered by Identiv

The innovation of Coachtopia's Digital IDs lies in the DDPs they enable. By tapping their smartphones to the connected cloud emblem on a Coachtopia product, customers can access a wealth of information ranging from the product's design to its environmental impact.

Identiv’s technology is crucial here. Our portfolio of NFC products provided Coachtopia with the flexibility they needed. From leather bags to washable ready-to-wear garments and footwear, Identiv near field communication (NFC) life-of-garment tags come in unique sizes and capabilities to suit a diverse product range. These tags and our encoding capability are the backbone that enables these digital product passports to come to life.

What’s Inside a Digital Product Passport?

  • Product Details: Comprehensive information about the product, such as materials and design

  • Environmental Impact: Insights into the sustainability and carbon footprint of the product

  • Circular Services: Data on repair, restoration, and other services to extend product life

The Circular Economy and Business Transformation

The digital product passport serves a dual purpose: enhancing customer experience and providing Coachtopia with invaluable data for a circular business model. The ability to track and authenticate each product throughout its lifecycle offers a unique opportunity for sustainability and business optimization.

Identiv plays a significant role in supporting Coachtopia’s sustainability goals as well. Our NFC products are manufactured using recyclable materials, aligning with Coach's commitment to environmental stewardship.

Amir Khoshniyati, VP/GM of IoT at Identiv, shares his thoughts: "We're incredibly excited about the continuous acceleration of our full-circle IoT solutions in collaborations like the Coachtopia activation. Our solutions contribute significantly to addressing major economic challenges — reducing carbon footprint, enhancing consumer trust and engagement, and transforming businesses — all in one. It's a win-win-win situation for the planet, for consumers, and for businesses."

Seamless Customer Experience and Profits

Through one-to-one connections between unique products and customers, Coachtopia can not only control the resale of its products but also offer a seamless and personalized customer experience. This increased control also leads to boosted profits from the secondary market.

The Future Is Connected

What Coach, Identiv, and EON are doing with Coachtopia is much more than a marketing gimmick; it’s a glimpse into the future of retail. Natasha Franck, the CEO and Founder of EON, said it best: “Connected products are the single biggest leverage point to a sustainable retail ecosystem.”

With its innovative approach and collaborations, Coachtopia is not just setting trends in fashion but is redefining what the retail landscape will look like in the years to come. Identiv’s NFC technology plays a pivotal role in this transformation, making every Coachtopia product not just a fashion statement, but an interactive, circular, and profitable asset.

By leveraging technology to create a richer, more transparent, and more sustainable customer experience, Coachtopia and Identiv are laying the blueprint for the future of fashion and retail.

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