The apparel industry is pushing for the end of bulky, long clothing tags, wanting to replace them with QR codes.
If you’ve experienced the annoyance that comes with those pesky clothing tags when you bring home a new piece of clothing, scratch no more: the fashion industry is now exploring innovative solutions to address this age-old inconvenience. And the advantages don’t stop there.
In a world where technology is constantly evolving, it comes as no surprise that clothing retailers are now looking to replace bulky tags with sleek and efficient QR codes. Clothing manufacturers have been urging the US Congress and Federal Trade Commission (FTC) for permission to bring clothing tags into the “phygital” world.
Federal law requires that textile and wool products have a label which must include the “fiber content, the country of origin and the identity of the manufacturer or another business responsible for marketing or handling the product.” According to Stephen Lamar, CEO of the American Apparel & Footwear Association, these rules are outdated and demand a “label modernization”.
The answer to this digital transition seems to rely on QR codes. Some brands have already deployed digital labels, Ralph Lauren currently having a little over 220 million clothing units with QR codes in circulation.
These small, square codes hold the potential to revolutionize the way we interact with garment, enhancing the shopping experience for consumers while providing numerous benefits for both retailers and buyers. Let’s look further into them.
1. Size matters
The volume of information that needs to be put on labels has increased significantly over the years. Clothes now carry long labels, that don’t really seem to be fitting for all the information that consumers desire and regulators demand. In a practical way, it’s just not sustainable or readable, to try and fit so much information into a tiny label.
The QR code printed on the product label of each garment has the potential to embed all the necessary updated information about the clothing.
Making the tags much smaller not only allows for a less itchy and annoying encounter, but also raises the probability that consumers won’t cut them off, but rather keep them intact for the next user. With a noticeable increase in the secondhand clothing market, it’s important that future buyers and inheritors of used items still have access to the piece’s details.
2. Enhanced shopping experience
Instead of relying solely on visible tags or interacting with store personnel, shoppers can scan QR codes to access a wealth of information instantly. They can learn more about the product, including size availability, material composition, care instructions, and customer reviews.
Besides providing information that consumers seem to crave – such as recycling instructions, supply chain information, product recalls, the sustainability practices of the manufacturer and more – QR codes allow for updated manufacturer’s information. An increase on manufacture’s knowledge on clothing materials might mean that a piece that isn’t labeled as recyclable today, for example, might be in 3 years or so. Consumers will be able to scan the QR code and find an updated landing page.
Sometimes we produce garments knowing ‘this much’ about the material when we launch it, but three years down the road, something that was not recyclable is recyclable
Jennifer Patrick, global packaging and branding director at Patagonia, told Axios
Additionally, retailers can use QR codes to include size availability and customer reviews. The idea of being able to provide the buyer with personalized recommendations, exclusive promotions, and interactive content, creating an immersive and engaging shopping experience, is also very attractive for both the buyer’s and the apparel industry’s point of view.
2. Streamlined inventory management
Traditional tags often come with limitations, such as limited space for product information or the need for manual scanning. QR codes, on the other hand, can store extensive data, including product details, pricing, and availability. Retailers can effortlessly scan these codes, enabling real-time updates and accurate inventory tracking.
3. Sustainability and reduced waste
The fashion industry has been increasingly focusing on sustainability and QR codes play a part in this movement. By eliminating bulky tags, clothing retailers can significantly reduce the use of paper, plastic, and other materials traditionally associated with tags. This shift not only reduces waste but also aligns with the environmentally conscious values of many customers, attracting a growing market segment concerned about sustainable practices.
4. Counterfeit prevention
Counterfeit products have been a persistent challenge for the fashion industry, leading to revenue losses and brand reputation damage.
By incorporating digital product IDs within QR codes, retailers can verify the authenticity of their items. Customers can scan the code and receive confirmation of the product’s genuineness, ensuring they are purchasing authentic items and fostering trust between retailers and consumers.
For Ralph Lauren, this seems to be their number one motivation to embrace the “phygital” shift.
5. Accessibility
Traditional clothing tags can also present challenges for individuals with disabilities. For those with visual impairments and individuals with dexterity issues or limited hand mobility, reading and/or manipulating these tags can be nearly impossible. QR codes can be scanned using smartphones or specialized devices, enabling people with visual impairments to access product information through text-to-speech technology. Moreover, the elimination of bulky tags simplifies the process of trying on clothes, benefiting those with dexterity challenges. QR codes might illustrate clothing retailers’ important strides towards inclusivity, ensuring that everyone can enjoy a seamless and frustration-free shopping experience.
However, some argue that internet accessibility and access to a smartphone could keep some consumers away from the required information. But then again, this shouldn’t be an experience too far from going out to dinner in an after Covid-19 pandemic era, where QR codes have taken over most physical menus.
