The digital passport is making its way into the fashion industry — and Jellybean aims to ensure every apparel item sold travels in style.
The European Union has already set a mandate requiring apparel sold within its market to include a passport detailing the environmental impact and lifecycle data of each piece, enabling consumers to better understand the product they’re purchasing.
Toronto-based tech company Jellybean, known for transforming products in the toy industry into “gateways for personalized engagement,” is looking to assist fashion brands in using this new passport requirement to directly connect with consumers.
By embedding a QR code or chip into each product, consumers can scan or tap a Jellybean-enabled item to access a dedicated website offering features such as:
- Blockchain-based certificates to verify product authenticity.
- Current resale market prices.
- Personalized product recommendations.
- Brand-specific content hubs.
Information about the digital product passport, including traceability, sustainability, and lifecycle data.
Jellybean is now expanding into the fashion industry, with guidance from industry veteran Kevin Bailey, former chief at Vans and a business development and strategy advisor at VF Corp, and Charlotte Clisby, who has joined as Vice President of Business Development for Fashion and Luxury.
Clisby explained the consumer experience with Jellybean: “There are no apps to download. It works through a webpage, but you can only access this page through the product itself. The product unlocks whatever content is available on the Jellybean portal, and the brand determines what users can interact with on that webpage.”
Fashion brands have long expressed frustration over losing touch with customers once a product is sold through a retailer. Jellybean offers a solution to reconnect brands with consumers, enabling them to pitch new products or services — from curated playlists to directly listing the item on a resale site.
“You’re turning physical products into opportunities for personalized upselling,” Clisby added.
Clisby also pointed out that the offerings depend on the brand’s goals for the year. “Is your aim to grow resale? Boost direct-to-consumer sales? Engage more with younger customers? We’ll tailor the Jellybean modules based on your objectives.”
Bailey emphasized that digital passports are opening up a new frontier, but the space is still evolving. “There are no standards yet. Many fragmented players are tackling different aspects, whether it’s the operational side or loyalty programs. But no one is offering a holistic solution.”
Jellybean presents a more comprehensive approach, simplifying the brand-consumer connection. “Today, brands rely on consumers visiting their social media pages, websites, or downloading apps for loyalty programs — it’s all disjointed,” Bailey said. “Jellybean provides a one-stop solution where brands can integrate content and connect with customers seamlessly.”
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