Mulberry, the renowned luxury leathergoods brand, has recently announced its plans to introduce digital IDs for its products as part of its efforts to promote circularity and sustainability in the fashion industry. This initiative is set to integrate digital IDs into all of Mulberry’s products by 2025, with the process commencing by placing digital IDs on all vintage pre-loved bags from its Mulberry Exchange circular economy program.
During the Global Fashion Summit held in Copenhagen, Mulberry CEO Thierry Andretta showcased a demonstration of a digitized leather bag. Each bag will be linked to an ID powered by the enterprise software Product Cloud platform EON. Users will be able to utilize their smartphones to tap the NFC-enabled tag on each bag and gain access to a personalized digital experience. This experience will encompass information about the specific item, exclusive content, and services like authentication, repair, and resale. With the integration of digital IDs, a continuous and direct connection between Mulberry and its customers will be established throughout the entire lifespan of the product.
The digital ID provided by EON will play a vital role in supporting Mulberry’s circular business models. It will serve as the necessary technical infrastructure for identifying, managing, and authenticating products through Mulberry’s preferred channels for resale, care, and repair. By incorporating the digital ID, Mulberry aims to achieve full transparency in the product lifecycle and actively contribute to its net zero target by 2035.
Mulberry CEO Thierry Andretta expressed his pride in creating products that are designed to withstand the test of time and be passed down through multiple generations. He believes that the digital ID will provide customers with increased transparency into the unique journeys of Mulberry’s products. Furthermore, it will enable the brand to offer lifetime repair, buy-back, and resale services, ensuring that each bag can have a prolonging lifespan.
Natasha Franck, the visionary founder and CEO of EON, highlighted the fashion industry’s shift towards adopting digital ID technology. She emphasized that brands are recognizing the surge in demand for product transparency from customers and the growing popularity of the resale market. Additionally, the implementation of digital IDs is being propelled by upcoming policies that will make digital product IDs mandatory.
Through the integration of digital IDs, Mulberry is taking a significant stride towards fostering a more sustainable and circular fashion industry. Not only will the digital IDs enhance the overall customer experience, but they will also provide valuable information and services that support the durability and responsible disposal of each product. This initiative aligns perfectly with Mulberry’s commitment to promoting transparency, longevity, and ethical practices within the luxury fashion sector. By embracing digital IDs, Mulberry is pioneering the transformation of the relationship between luxury brands and customers, while setting a new industry standard for circularity.
For more information on Mulberry’s digital ID initiative, please visit:
1. Mulberry Circular Economy
2. EON Digital ID Platform
