Houdini, EON, and YKK are committing to sharing the processes and toolkit with the apparel industry, in the hopes of encouraging more brands to digitize products and create scalable systems for circular commerce.
Houdini’s initiative demonstrates the crucial role of connected products in solving fashion’s biggest barriers to circular business model transformation – creating a measurable platform for increases in customer lifetime value, and in revenue generated per item through digitization. By simply touching their mobile phones to YKK’s NFC enabled zipper pull on their Houdini One Parka, customers will connect to Houdini and access curated use and care-guides, service and support as well as opportunities to explore and co-create circular ways of life. Turning the product into a communications channel, connected products open a direct and continuous connection between brand and customers. It also enables Houdini to digitize and reinforce its relational business model, distancing further from the transactional customer relationships that have defined retail. Made possible by a new partnership between EON and YKK, Houdini’s digitized One Parka is the first product to feature YKK’s new Touchlink NFC zipper pull, and the first parka to be connected end-to- end by the EON Product Cloud.Ĭreating digital profiles for each of Houdini’s products so they can be connected, managed and stewarded across lifecycles via the EON Product Cloud unlocks capacities throughout the brand’s ecosystem.Ĭonnected garments lower the threshold to circular business models such as resale, rental, subscription and recycling. For us there is no contradiction between sustainability and good business. Houdini also is committing to digitizing and connecting all its garments to the cloud by 2023 as part of its pledge to transition its entire ecosystem to 100 percent circular by 2030. Sustainability is at the heart of everything we do. Swedish circular sportswear brand Houdini is setting a new standard for product circularity – digitizing its One Parka, launching in August.
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