The report emphasises that DPPs, mandated under the EU's Ecodesign Regulation, present a significant commercial opportunity beyond mere compliance that can foster ongoing revenue streams, promote sustainability, and fortify consumer relationships.
The impending EU regulation is poised to alter the economic landscape of fashion resale, potentially doubling the lifetime value of products. The research indicates that up to 65% of these benefits could accrue to consumers.
It claims that the new regulation could yield an additional £500 on an item priced at £500 currently, through resale and related services once enhanced by a DPP. This is due to increased trust, traceability, and ease of resale.
Despite the potential advantages, approximately 90% of brands surveyed by Bain perceive DPPs mainly as a regulatory imposition.
Bain & Company retail and customer strategy & marketing practices Aaron Cheris said: “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. 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.”
Understanding DPPs
DPPs, which is part of the Ecodesign for Sustainable Products Regulation (ESPR), serve as standardised digital records that may include QR codes, NFC tags, blockchain technology or similar methods. They hold comprehensive data on a product’s materials, origins, environmental impact, and lifecycle.
These records empower brands to initiate confident resale programmes and offer customised warranties and aftercare services while monitoring usage to prolong product lifespans and reporting on ESG goals with improved transparency.
The ESPR stipulates that by 2030 almost every physical product sold within the EU must have a DPP.
According to the Bain/eBay study, consumers will be the primary beneficiaries of the value unlocked by DPPs.
By simplifying processes – eliminating lost receipts or cumbersome listings – DPPs facilitate effortless resale transactions and enhance buyer confidence.
As second-hand markets grow, DPPs could catalyse further growth by reinforcing trust and normalising circular shopping habits.
eBay global fashion VP Alexis Hoopes said: “Digital Product Passports are critical to powering the future of circularity in fashion. 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.”
