Chapter 1 — full chapter
1.4.5 Data governance, privacy and trust
Finally, sharing product data raises questions of governance. A passport must make the right information available to the right stakeholder while protecting commercially sensitive details and complying with data protection rules.
Companies need clarity on who owns each data field, who may access or update it, and how its accuracy is verified over the product’s life. Weak governance undermines the very trust the passport is meant to create, so clear rules on data ownership, access rights and auditability are part of a sound implementation rather than an afterthought.
Overall, none of these limitations is a reason to delay. They are, rather, the parameters within which a well-rounded adoption plan is built.
For SMEs, the recurring advice across pilots and studies is consistent: start early, start with a manageable product range, lean on shared standards and platforms, and engage suppliers as partners. Approached this way, the constraints become manageable, and the digital product passport can be implemented as a durable business asset rather than a rushed compliance exercise.
Case Example: Moncler – Digital Product Passport for Product Authentication and Traceability
Moncler is an Italian luxury fashion brand best known for its premium outerwear, particularly its down jackets. Founded in 1952, the company has built a strong global reputation based on high-quality materials, innovative design, and craftsmanship. As one of the world's leading luxury fashion brands, Moncler sells its products through boutiques, department stores, and online platforms across numerous international markets.
However, the popularity and high market value of Moncler products have also made the brand a frequent target for counterfeiters. Fake jackets and accessories are widely sold through unauthorized retailers, online marketplaces, and social media platforms. Counterfeit products negatively affect the company's reputation, reduce consumer confidence, and generate significant financial losses. These challenges encouraged Moncler to adopt advanced digital technologies capable of ensuring product authenticity and improving transparency across the entire product lifecycle.
Challenge
Traditional anti-counterfeiting solutions, such as printed labels, holograms, and serial numbers, gradually became less effective because they could be copied or manipulated by counterfeit manufacturers. At the same time, customers purchasing luxury products increasingly expected greater transparency regarding product origin, authenticity, and manufacturing information.
Moncler needed a solution that would not only protect its products against counterfeiting but also provide consumers with an easy and reliable way to verify that a garment was genuine. In addition, the company wanted to improve traceability throughout its supply chain while preparing for future European digital product transparency requirements.
Digital Product Passport Implementation
To address these challenges, Moncler implemented a digital authentication system based on unique digital identities assigned to every garment. The company partnered with Certilogo, a specialized digital authentication platform used by several fashion brands to verify product authenticity.
Certilogo is a technology company that provides secure digital identities for fashion products. Through this platform, every Moncler garment receives a unique QR code and authentication code linked to a secure cloud-based database. When customers purchase a product, they can simply scan the QR code using their smartphone or enter the authentication code on the platform to instantly verify whether the item is genuine.
This system functions as a Digital Product Passport because it creates a permanent digital identity connected to each physical product. Instead of relying only on information printed on labels, Moncler stores verified product data digitally, allowing customers, retailers, and the company itself to access reliable information throughout the product's lifecycle. The digital record includes authentication data and supports traceability by linking each product to verified information stored in a secure database.
Technologies Used
The implementation combines several digital technologies that support Digital Product Passport principles. Every product is assigned a unique digital identifier connected to QR codes and secure cloud-based records. These digital identities allow products to be individually recognized and authenticated throughout their lifecycle.
The Certilogo platform continuously records authentication requests, allowing Moncler to identify suspicious activities such as duplicated codes or repeated verification attempts from unexpected locations. This information helps the company detect counterfeit products, identify unauthorized distribution channels, and respond more quickly to fraud.
The system also creates greater transparency between the manufacturer, retailers, and consumers by making verified product information easily accessible through digital technologies.
Results and Benefits
The introduction of digital product authentication has significantly strengthened Moncler's anti-counterfeiting strategy. Customers can independently verify product authenticity within seconds, increasing trust in the brand and improving the overall purchasing experience.
The system has also enhanced product traceability by connecting every garment to a secure digital record throughout its lifecycle. Authentication data provides valuable insights into how products move through different markets and helps identify counterfeit activities more efficiently than traditional methods.
Another important benefit is improved brand protection. By reducing the circulation of fake products and strengthening transparency, Moncler protects both its reputation and the value associated with its luxury products. At the same time, the digital authentication infrastructure supports future sustainability initiatives and prepares the company for upcoming European Digital Product Passport regulations.
Relevance to the Digital Product Passport
Moncler represents an excellent example of how Digital Product Passport principles can be successfully applied in the fashion industry. Although the company initially implemented the system to combat counterfeiting, its digital authentication platform also supports the core objectives of the DPP by providing product traceability, transparency, and reliable digital information throughout the product lifecycle.
The case demonstrates that a Digital Product Passport is not only a regulatory requirement but also a valuable business tool that enhances consumer confidence, improves supply chain visibility, protects intellectual property, and supports more transparent and sustainable product management. Moncler's collaboration with Certilogo shows how digital technologies can connect physical garments with secure digital identities, creating long-term value for manufacturers, retailers, and consumers alike.