The study highlighted a transformative opportunity for brands to go beyond mere compliance and reshape the value chain through enhanced transparency, trust, and circularity. With Digital Product Passports (DPPs) becoming mandatory for textiles from 2026 under the EU’s Ecodesign Regulation, the report underscored their potential as more than just a regulatory requirement.
For instance, a £500 (~$684.67) fashion item today could unlock an additional £500 in value through resale and associated services, facilitated by the trust and traceability offered by a DPP. While resale platforms, brands, and verification services all stand to benefit, the greatest advantage is expected to go to consumers.
Fashion brands have been urged to embrace Digital Product Passports (DPPs) as a strategic tool, not just a compliance measure, according to research by Bain & Company and eBay.
As EU regulations make DPPs mandatory by 2026, early adopters can unlock resale value, strengthen consumer trust, and drive circularity.
With potential gains favouring consumers, DPPs promise a data-driven future.
Despite this potential, nearly 90 per cent of brands surveyed still view DPPs as a compliance cost. They have urged a strategic rethink—positioning DPPs as a tool for recurring revenue, stronger consumer engagement, and enhanced sustainability.
Around 90 per cent of those surveyed by Bain—currently view DPPs primarily as a regulatory burden. But research encouraged companies to reframe DPPs as a strategic investment capable of generating ongoing revenue, driving sustainability, and strengthening consumer relationships.
“DPPs are more than just checking a compliance box. They are a foundational shift in how value is created, captured, and sustained over a product’s lifetime,” said Aaron Cheris, partner in Bain & Company’s Retail and Customer Strategy & Marketing practices. “Brands that act early can build a more direct, data-rich relationship with consumers, tapping into resale trends and personalising services in powerful new ways.”
Under the EU’s forthcoming Ecodesign for Sustainable Products Regulation (ESPR), nearly every physical product sold in the EU will require a DPP by 2030—yet 90 per cent of brands still see this as a compliance burden, rather than a growth lever.
However, the report has called for a shift in mindset. It emphasises that DPPs, far from being a bureaucratic obligation, should be seen as strategic tools to drive revenue. By improving traceability and trust, DPPs can extend a product’s value far beyond the original point of sale.
DPPs will play a pivotal role in enabling circularity and expanding access to second-hand markets. They can help brands tap into new revenue streams, reinforce consumer trust, and align with evolving sustainability expectations–ultimately positioning them for long-term competitive advantage in a regulation-driven future.
“Digital Product Passports are critical to powering the future of circularity in fashion,” said Alexis Hoopes, vice president (VP) of global fashion at eBay. “As a global marketplace at the forefront of resale, we’re exploring how better product data can enable smarter buying, responsible selling, and a more trusted platform. Unlocking value for consumers is a critical part of the connected product evolution.”
The report further highlighted that consumers would capture most of the DPP-driven value. By removing friction—no more lost receipts or clunky listings—DPPs will enable one-click resale and boost confidence. As second-hand markets expand, DPPs can act as a flywheel for growth—deepening trust, expanding participation, and making circular shopping second nature.
With the 2026 ESPR deadline fast approaching, it delivered a clear message: act now. Brands that begin building DPP infrastructure, engage consumers, and experiment with resale models today will lead the future of sustainable, data-driven fashion. Those that delay may struggle to keep pace as the resale economy rapidly expands.
DPPs are standardised digital records, accessible via QR codes, NFC, blockchain or similar technologies, and contain detailed information about a product’s materials, components, origin, environmental footprint, and lifecycle.
Fibre2Fashion News Desk (SG)
