From the Sector

Multiple global regulations set to take effect in the coming years have made traceability an imperative for retailers and brands. These include the Digital Product Passport, the Corporate Sustainability Due Diligence Directive, and the New York Fashion Sustainability and Social Accountability Act, to name a few.

While companies are aware of the importance of traceability, research indicates that they are not prepared to comply with upcoming legislation. A recent KPMG survey highlighted that 43% of executives at major enterprises had no visibility or were “largely unclear” about the performance of their Tier 1 suppliers. At the same time, only 28% of companies had clear visibility into Tier 2 suppliers.

TradeBeyond’s recently published Supply Chain Traceability Guide, the latest installment of its Retail Sourcing Report series, highlights the myriad challenges that companies face in implementing effective traceability programs. This report is relevant for all industries, and is especially topical for the apparel and footwear sectors, which are under increasing scrutiny to enhance traceability to ensure sustainability.

The report highlights retail’s slow progress in achieving transparency, as evidenced by the Fashion Transparency Index, which found that the average transparency score across 250 of the world’s largest brands and retailers was just 23%. That suggests that progress on transparent disclosure of social and environmental data is still lagging.
 
The report shows that brands fall short on most key measures of sustainability and traceability, including publishing a responsible code of conduct and providing visibility into their Scope 3 carbon footprint. The United Nations Economics Commission found that only a third of the top one hundred global clothing companies track their own supply chains. One of the obstacles is complexity. More than two-thirds (69%) of fashion companies report that complexity of their global business networks is an obstacle to visibility.

In addition to a lack of visibility, false sustainability claims are also rampant. Greenpeace found that in the apparel and footwear sector, 39% of sustainability claims are false or deceptive. Lack of third-party verification of ESG measures is also rampant.

The highest scoring brands in the 2023 Fashion Transparency Index included luxury brands such as Gucci and retailers such Target Australia, Kmart Australia, OVS, and Benetton. These companies back up their commitment with solid action on multiple measures of traceability.

Along with legislative requirements, consumers are a key driving force pushing companies to improve their traceability initiatives. McKinsey research found that 66% of consumers consider transparency to be a key factor when making a purchase decision and 73% of consumers would pay more for products with transparency into production and sourcing.

The report also highlights key challenges to overcome in the journey to traceability, including effective communication between stakeholders, compliance with new regulations, technology barriers, and data complexity.

On the positive side, the industry is responding with sophisticated technology, including software systems that incorporate artificial intelligence and blockchain-enabled traceability, which provide the required visibility and compliance.

Traceable fiber technology, which allows for traceability from the material origin of a product until its end-life, provides the option of a “fiber-forward” rather than a “product backward” approach to achieving traceability.

Aside from the regulatory and consumer drivers, there is a strong business case for implementing traceability, which includes cost savings, operational efficiency, brand protection and reducing supply chain risk. As such, TradeBeyond expects a rapid evolution in traceability programs across industries, especially in those that lag in best-practices.

While there has been considerable progress in recent years toward accurately tracing the complete origins of products, much more needs to be done. Brands and retailers must intensify their efforts to stay compliant with escalating regulations and align with evolving consumer preferences.

TrusTrace, a global SaaS company with a market-leading platform for supply chain traceability and compliance in fashion and retail, announced the launch of its third playbook entitled, “Unlocking DPP: The Why, What and How of Digital Product Passports.”

Unveiled at the Global Fashion Summit in Copenhagen, the playbook offers a guide for fashion industry professionals grappling with the data collection and implementation of the widely anticipated Digital Product Passport, which will come into force in the European Union between 2026-2030. The book busts some common myths and misconceptions about the DPP, and offers a data protocol for brands to follow to start collecting DPP data and setting up their digital systems for DPP implementation.

The guide, which has been authored by journalist Brooke Roberts-Islam, opens with ‘The Why’ of the DPP, breaking down the complex set of incoming EU legislation, and explaining why DPP is an essential tool for achieving the EU’s legally-binding commitment to reach net-zero greenhouse gas emissions by 2050. The guide highlights the significant data gaps and how the DPP will address these by collecting and sharing circularity data.

‘The What’ section explains the three core components of the DPP: product data, unique identifiers and the required interoperable IT system (for decentralized data sharing). This section also offers a breakdown of who and what is in scope, along with the required data systems. ‘The When’ offers all brands an essential overview of the DPP timeline and requirements for textile products under the ESPR.

‘The How’ provides brands with the essential steps to successfully collect data and implement a DPP scheme. The insights in this chapter are derived from the Trace4Value project, a live DPP pilot led by TrusTrace to test an end-to-end DPP data and system infrastructure for textile products entering the EU market. The pilot cohort embedded DPP carriers with live data into selected Kappahl and Marimekko products, which launched on the market in early 2024.

TrusTrace, a SaaS company with for product traceability and compliance, has announced the completion of a (U.S.) $24 million growth investment led by Circularity Capital, a specialist investor in businesses that enable the circular economy, with participation from existing investors Industrifonden and Fairpoint Capital.

According to Shameek Ghosh, CEO and Co-Founder of TrusTrace, the new investment will enable the company to further accelerate its global expansion ambitions by strengthening its presence in key markets, deepening product innovation and expanding collaborations – helping to create a global network where all value chains are traceable, circular, and fair.

Traceability has accelerated in importance and momentum as a key enabler of sustainable transformation, as evidenced by TrusTrace’s five-fold growth in subscription revenue in the 27 months since the previous growth round by Fairpoint Capital and Industrifonden in 2021, preceded by seed funding from Backing Minds in 2019.

With more than a billion products now tracked through the platform, TrusTrace has established itself as a business-critical solution for supply chain traceability. TrusTrace customers include adidas, Brooks Running, Tapestry, Asics and many more. TrusTrace also plans to offer its services to regional and mid-size brands in 2024.

Haelixa, using DNA markers to create full supply chain transparency for consumer goods, has received a capital injection from the Zürich Silk Association (ZSIG). The impact of the technology will provide a traceable fingerprint for textile industry stakeholders.

The ZSIG is an association of active and former companies from Zürich's silk industry. It was founded in 1854 and is one of Switzerland's oldest trade groups. They focus on promoting high-quality projects relevant to the textile industry.

Haelixa's mission is to be the standard in physical traceability globally. With engineered unique DNA markers designed to withstand all processing and treatment of materials throughout the supply chain, the technology empowers textile and fashion companies to make more responsible choices. By testing products for the DNA as they journey through the value chain, Haelixa validates whether the original marked materials are present. Traceability helps brands verify their claims and provides the data to calculate their environmental and social impact.

The capital contributed will support the scale of Haelixa's global operations.