Customer stories › Studio Anneloes
A closer connection, sewn into the care label
Studio Anneloes wants customers to know where their clothes come from and how to keep them looking good. With Tappr, that information is one scan away. A branded Digital Product Passport brings together product origins, materials, care advice and registration, extending the Studio Anneloes experience into the customer’s wardrobe.
One scan, from the care label
Apparel. Contemporary womenswear
Own webshop and independent retailers
2023
QR codes built on existing GS1 article codes
Transparency, garment care and customer connection
Around 85% of the collection, according to Studio Anneloes
An extension of the brand
Studio Anneloes designs clothes to help women feel confident and comfortable. Its approach to the Digital Product Passport follows the same principle: make the experience useful, approachable and unmistakably Studio Anneloes.
The brand began its DPP programme in 2023, with a clear ambition. Customers should be able to discover who made their clothes, understand the materials and find advice that helps them enjoy each item for longer.
Working with Tappr, Studio Anneloes developed a passport with its own look and feel. The QR code in the care label gives customers a lasting route back to that information, long after the purchase.
“In Tappr, we have a partner with experience of setting up product passports in other sectors. They have challenged us to explore and develop all kinds of new applications.”
Translated from Dutch. MarketingTribune interview
What a scan opens
Customers can explore where their item was made, the materials used and the suppliers involved, with a step-by-step view of its journey.
Washing instructions and practical care tips help customers keep their Studio Anneloes pieces looking their best.
The passport shows applicable certificates and, where available, the item’s environmental footprint.
Customers can add eligible garments to their account and find them under “My products”. Reading the passport is possible before choosing to register.
Built on the product codes already in use
Studio Anneloes chose GS1 identification as the foundation. QR codes are generated using the article codes the business already works with, reducing the need to create and manage codes manually.
Serial numbers allow individual garments to be identified and registered. The information behind the QR code can evolve while the printed label stays in place.
That gives Studio Anneloes room to develop the customer experience over time, using the product itself as the point of access.
Give customers a reason to scan
Making the passport available was the first step. Helping customers discover it became part of the work.
Studio Anneloes tested different messages on product hangtags to understand what encouraged people to scan. The strongest response came from an invitation to discover online styling advice.
That finding gives the programme a practical direction: connect transparency with something customers already want to do, such as finding inspiration for wearing their clothes.
The brand also developed an animation for retail partners, helping shop teams explain the passport to customers. Introducing the DPP became part of the experience around the garment, from the shop floor to the wardrobe. Read about the customer research
How the programme is developing
Bring origins, materials, suppliers, certificates and care information together in a passport customers can open from the care label.
Create a recognisable brand experience, with product registration and information customers can return to.
Test hangtag messages and help retail teams introduce the passport, using customer behaviour to guide improvements.
Expand towards full collection coverage and explore connections with the Studio Anneloes Member Club, repair services and Retravel, the brand’s second-hand platform.
A foundation for the next chapter
For Studio Anneloes, the passport creates a place where transparency, service and the brand’s story come together around an individual garment.
Today, customers can discover its origins, find care information and register it. The ambition is to make future services, including giving an item a second life through Retravel, accessible from that same starting point.
The brand’s approach is to launch, learn and keep improving as customer needs and textile DPP requirements develop. Laura Koedijk on the programme’s ambitions
About Studio Anneloes
Founded in 2006 by Anneloes van der Heijden, Studio Anneloes is a Dutch womenswear brand known for comfortable fits and its signature travel fabrics. It sells through its own webshop and a network of independent retailers. The Studio Anneloes story
Keep the connection after the purchase
Give customers a place to discover, register and care for your products, starting with a scan.
You’ll talk to Bas, Delia or Anna, who built the Studio Anneloes passport programme.
- 30 minutes
- One style and the systems behind it
- What customers open from the care label