In the luxury industry, where authenticity, sustainability, and provenance are more significant than ever, digital passports are transforming how clients interact with their high-end purchases. Through QR codes, NFC chips, and blockchain technology, digital passports provide unprecedented traceability and transparency, empowering clients with detailed insights into the origin, lifecycle, and craftsmanship behind each product. The implementation of the DPP (Digital Product Passport) represents a challenge for the luxury Maisons, but it also offers opportunities for benefits and value creation, underscoring the importance of not underestimating the scale of the undertaking. This shift enables luxury Maisons to build trust, showcase their commitment to responsible practices, and strengthen customer loyalty by sharing the story behind each item.
Why Digital Passports Are Essential for Modern Luxury
Today’s consumers increasingly prioritize sustainability and ethical sourcing, especially in luxury. Digital passports address these demands by offering a comprehensive view into a product’s journey from raw material to finished piece. By embedding digital IDs or QR codes directly into products, luxury Maisons can verify authenticity, share supply chain information, and even create personalized touchpoints for clients' post-purchase. This transparency enhances the sense of connection between clients and their luxury items, reinforcing brand loyalty and helping clients make more informed, meaningful choices.
Key Examples of Digital Passports in Luxury
- Mugler's Blockchain-Powered Digital Passports
In 2023, Mugler introduced digital passports for its Spiral Curve bags, allowing clients to scan a QR code to access product details, verify ownership, and explore exclusive content. Integrated with the Polygon blockchain, these passports offer tamper-proof lifecycle tracking and enable easy ownership transfer, while also aligning with upcoming EU sustainability regulations.
- Prada’s NFC Authenticity Cards for Jewellery
Using Aura Blockchain technology, Prada provides NFC-enabled authenticity cards with its jewellery, ensuring traceability and transparency. By scanning the card, clients can view product origin, chain of custody, and sustainability details, strengthening their connection to the craftsmanship and ethical sourcing behind each piece.
- Chloé’s Vertical Collection and Instant Resale FeatureChloé’s Vertical Collection incorporates QR codes and NFC chips that clients can scan to view the full production process. Through a partnership with Vestiaire Collective, clients can instantly resell items by scanning them, with resale events tracked on the product’s Digital ID, enhancing sustainability and ease of resale.
Key Recommendations for implementing Digital Passports
“Starting in 2024, the European Union will implement a new regulation requiring nearly all products sold in the EU to feature a Digital Product Passport (DPP). This initiative, part of the Ecodesign for Sustainable Products Regulation, aims to enhance transparency across product value chains by providing comprehensive information about each product’s origin, materials, environmental impact, and disposal recommendations. The DPP is designed to close the gap between consumer demands for transparency and the current lack of reliable product data.” (Data Europa, 2024) Hence, Luxury players can leverage such regulation to offer an augmented experience to their customers.
- Combine Digital Ownership and Sustainability Passports for Comprehensive Transparency
Create a unified digital passport that includes both ownership verification & information and sustainability insights, giving clients a full picture of their product’s journey and environmental impact. By synthesizing these elements, clients can seamlessly view product origin, materials, lifecycle events, and certifications in one place, enhancing trust and reinforcing the brand’s commitment to ethical practices. This integration provides a richer, more cohesive client experience, aligning product authenticity with sustainability goals.
- Leverage Digital Passports for Personalized Sustainability Experiences
Digital passports can elevate luxury experiences by providing tailored, interactive content that aligns with clients' sustainability preferences. Whether in fashion or hospitality, passports offer access to virtual tours, eco-friendly recommendations, and exclusive events, highlighting sustainable practices like local sourcing and conservation efforts. This approach deepens client connections by merging luxury with meaningful, purpose-driven engagement.
- Enhance Post-Purchase Engagement with Exclusive Content
Use digital passports to build ongoing relationships by offering exclusive content, event invites, or product care tutorials accessible via QR codes or NFC chips. These added touchpoints make each item an interactive experience, encouraging brand loyalty.
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Feel free to contact our experts for any question:
Ravouth Keuky
Ravouth is a digital transformation expert specialized in luxury retail sector and airline industry. He is the global account executive for Deloitte of two major iconic brands. He brought Deloitte Digital (one of Deloitte Consulting’s offerings) to success in France, and he is currently leading the French Practice, with teams both located in Paris and Casablanca. Ravouth spent the first 10 years of his career in the telecom industry where he embraces the major tech disruption around mobile/fixed broadband (2G, 2.5G, 3G, 4G, DSL, Fibre,…). For the past 10 years, he has been advising CxOs, and especially CDOs (Chief Digital Officers) of Fortune 100 companies, on their digital transformation (from strategy to implementation). In terms of thought leadership, Ravouth has contributed to research on digital transformation, like “Leading Digital” best-seller book (www.leadingdigitalbook.com). He is also a regular invited speaker on corporate events, tech conference around digital transformation.
Clarisse Lelong
Clarisse est associée au sein des équipes Sustainability de Deloitte France et responsable des enjeux de transformations opérationnelles et de pilotage de la performance ESG par la donnée pour les organisations. « La transformation durable ne peut se concevoir seule : les dynamiques de consortium apparaissent comme un véritable accélérateurs de transformation sur les enjeux RSE. » Clarisse Lelong bénéficie d’une expérience de 15 ans dans le domaine du conseil. Elle rejoint Deloitte en 2017 pour prendre la tête d'une équipée dédiée à la conception et à l’animation de labs et workshops qui ont vocation à accélérer les projets innovants de grands groupes français. En 2018, fortement attachée à déployer des projets à impact, elle rejoint les équipes Sustainability de Deloitte France avec l’ambition d’accompagner les grandes transformations nécessaires aux entreprises pour faire face au changement climatique et aux évolutions sociétales en cours. Spécialisée dans l’accompagnement de projets de transformation transverse, elle est promue associée en 2022. Elle intervient principalement dans l’industrie « consumer » sur les secteurs de la grande distribution, de la restauration, de l’hôtellerie, de la mode et du luxe, ou encore de la cosmétique. Au fur et à mesure des années, elle a développé une solide connaissance de l’ensemble des thématiques liées au développement durable (climat, économie circulaire, biodiversité).
Ambroise Rezeau
Ambroise has 9 years of experience, starting his career in operation within an automotive Tier 1 Supplier where he managed several International projects. Since joining Deloitte, he has a good understanding of organization transformation thanks to experiences in different industries (Luxury, Automotive, IT, Service) and different countries (France, Japan, Singapore). Ambroise conducted several projects designing and reviewing customer strategy for Luxury Groups (Dior Couture, Richemont), gaining significant knowledge on Consumer & Premium Retail industry. Ambroise covered an important part of Marketing and Client value chain from strategic & top line growth, Organization transformation and Operating Model design, Customer Experience Operational excellence, Pricing, Marketing activation & Salesforce projects roll-out, M&A
Clémence Hulet
Depuis 10 ans, Clémence accompagne les organisations dans l’élaboration et le déploiement de leurs stratégies de transformation durable. Spécialiste des enjeux du secteur mode & luxe, elle pilote l’équipe Fashion Shift. Elle a également une bonne expérience des enjeux filières, achats responsables et économie circulaire. Elle travaille par ailleurs à la coordination de projets d’innovation multi-acteurs et sur des problématiques d’accompagnement du changement.
Chloé Lamberger
Chloé is a graduate of HEC business school and Sciences Po Strasbourg and has joined Deloitte Sustainability in 2021. As a Senior Manager in the Fashion Shift team, Chloé has led numerous strategy and transformation projects for players in the consumer and retail sectors. She specialises in sustainability issues in the fashion and luxury industries. She also has 4 years of experience as an entrepreneur, having created an ethical fashion jewelry brand aiming to promote traditional skills in partnership with associations of rural South African crafters.
Agathe Flament
Agathe various academic and professional experiences in marketing have cultivated her interest in digital and customer experience. She conducted several projects for high-end fashion and watchmaking houses on client experience, activation strategy, operating model… which led her to develop an expertise on the luxury industry. Agathe has forged a strong international mindset as she daily collaborate with international teams and spent +6 years working and studying across Spain, the UK, Hong Kong and Australia