in fashion, the new QR code trend

“At Patou everything is QR-codable”, announces Guillaume Henry, artistic director of the French house relaunched in 2019 by LVMH. On each piece a small rectangle of fabric is sewn under the label on which appears a QR code. “In fashion, as in gastronomy, we work from ingredients. Why should we make a secret of their provenance? If some houses function as secret laboratories, we prefer to give access to the backstage “, he continues.

The QR code redirects to a “product” page and reveals its entire creation cycle: from the original sketch by Guillaume Henry to the interview with the craftsman who worked on its manufacture, including a detailed listing of the materials used. The label specifies that 90% of garment factories have been audited to date. “It’s like a passport or a CV but there is nothing guilty about it. We are not politicians or activists: it is information for customers who want to know ”, specifies the creator.

Environmental and social data

Where does a garment come from? How was it made, by whom and under what conditions? The fashion industry, reputed to be opaque, has not always been able to answer these questions. “In terms of communication, advertising effects are no longer sufficient: brands must be able to provide proof of what they are promoting, by sharing quantifiable and concrete data. We are entering a new era of proof ”, says Barbara Coignet, founder of the 1.618 Paris agency dedicated to responsible luxury.

“For brands, it is better to make an admission of humility by saying:“ I am not perfect but I am looking for solutions ”rather than being silent. Silence arouses mistrust. »Barbara Coignet, CEO of a consulting agency

QR codes, which make it possible to integrate traceability information as well as environmental and social data, are part of this logic. These are decision-support technologies that allow customers to consume with better knowledge of the facts. As early as 2010, the Kering group was a pioneer by creating My EP & L, an app to quantify and translate into monetary value the impact of its activities on natural resources. Today, all of the group’s houses have adopted this approach and the results have been published since 2015.

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