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Garments as communication channels enabling circularity

AD TexTrace RFID woven labels group

Digital IDs are becoming part of the fashion brand experience. The technology opens up exciting new communications channels through digital triggers like QR code and NFC tags – teaching consumers about circularity and sustainability, and making socially-enriching community connections.

A massive 71% of consumers (IBM X NRF, 2020) surveyed across 28 countries indicated that traceability is very important and they are willing to pay a premium for brands that provide it. If you can share a wealth of information via Digital IDs, you are tapping into that demand.

Fashion brands can communicate their values, product stories and messages to customers in highly engaging and personalized ways. At Avery Dennison, we’re confident the adoption of Digital ID technology and its ability to create consumer-product interactions will take traceability mainstream. This will bring value to the fashion brands we support, their customers, and the planet.

NFC-enabled Byorre scarf

Connected scarf and jersey

At NRF in New York this January, we explored what’s possible, demonstrating two different types of ‘connected garments’.

A prototype scarf was created as part of an ongoing partnership between Dutch textile brand BYBORRE and Avery Dennison. It was originally made for a traceability workshop at the Window of Textile Opportunities™ in Amsterdam in 2022. BYBORRE designed and knitted the scarf, and an Avery Dennison’s Digital Care Label was attached. Every garment has a unique journey, and this scarf shows how intelligent labelling technology can help tell that specific story transparently.

The consumer can trace the path of each unique scarf by scanning the QR code on its care label, powered by Avery Dennison’s connected product cloud, atma.io, to view the product’s journey, from yarn supplier through to the manufacturing process. Digital product data and eco-certifications can also be shared with the consumer.

Also demonstrated at NRF were digitally connected t-shirts. Visitors at NRF were able to see how the consumer experience can be enhanced through digitally connected features. The t-shirts feature QR codes on the care labels and hang tags, and NFC tags in heat transfer embellishments, all of which can be read with a smartphone. The QR codes open online experiences, and the consumer is able to access stories, insights and videos.

Digitally connected features showcase Avery Dennison’s commitment towards sustainability.  They provide consumers with garment information, enabling transparency, and directly assisting the fashion and sportswear industries as they facilitate a move towards circularity.

Unlocking hidden ‘social’ content

As well as reassuring customers about the green credentials of the garment they’re purchasing, you can communicate other important brand values and stories through Digital IDs too.

Social retail is a big new area of interest for brands. It provides the opportunity to extend brand storytelling with personalized experiences. QR codes can be scanned with a smartphone to unlock hidden content about the garment, your brand, or an affiliated community, such as a sports team if the item is a replica team shirt. Competitions, the chance to claim a discount, or watch team videos can be accessed through this new communication channel. Engaged consumers are effectively moving beyond a purely transactional relationship to more of a community role, having formed deeper connections to the products and the brand.


Whether you want to use garment Digital IDs to share style advice, publicize a take-back scheme, or incentivize recycling, the possibilities for extended brand storytelling are endless. What’s more, the technology is ready to bring these powerful connections to life right now.