We lower the burden of getting started with DPPs
As the European Union gears up for the implementation of the Ecodesign for Sustainable Products Regulation (ESPR), companies across industries are racing to ensure compliance with the forthcoming Digital Product Passport (DPP) mandate. In this rapidly evolving landscape, Productsup—a global leader in enterprise product data management and syndication—has joined forces with DPP solutions provider Protokol to streamline the creation of DPPs from existing product data. To gain deeper insights into how this integration simplifies regulatory readiness and supports sustainable product lifecycles, Fibre2Fashion spoke with Madeleine Gabel, Solutions Engineer at Productsup. In this interview, she unpacks how the platform empowers businesses to automate DPP creation, reduce compliance costs, and future-proof operations for the EU’s sustainability framework and beyond.
How is the increasing digitisation of the textile industry influencing the way brands manage and distribute their product information globally?
We are seeing a major shift from static product catalogues to dynamic, data-rich experiences. Fashion brands are no longer just competing on style, but also on how fast, accurately, and transparently they can tell their product stories. This requires platforms like Productsup to manage their product data as a living asset—constantly optimised, localised, and performance-driven.
This transformation is being accelerated by the rise of entirely new discovery and commerce channels. Platforms like TikTok have redefined how consumers engage with fashion by favouring short-form, authentic content that sparks immediate purchase intent. Meanwhile, AI-powered search engines like Google’s Search Generative Experience (SGE) and conversational interfaces like ChatGPT are changing how people ask for and receive product recommendations. Instead of typing ‘black midi dress’, a shopper might say, “Show me a sustainable black dress that is trending in Paris right now.” To show up in those results, brands need enriched, structured product data that includes everything from fabric and fit to sustainability credentials.
What are some of the biggest challenges textile brands face when scaling across multiple e-commerce platforms and marketplaces? How does Productsup specifically help textile companies overcome these challenges?
The biggest challenges are consistency, speed, and compliance. Each platform has its own format, taxonomy, and policies. Trying to manage these manually leads to delays and errors.
At Productsup, we understand that the fashion industry operates with detailed product data—size, colour, fit, fabric type, seasonal collection, sustainability attributes—and all of this must be communicated clearly and consistently across a growing number of sales and marketing channels. The challenge for fashion and textile brands is not just about managing product information, but about maintaining a compelling, on-brand product experience at all places where their customers might discover or purchase an item.
Each channel—whether it is Google, Instagram, Amazon, or a brand’s own e-commerce store—has its own technical specifications and buyer expectations. Managing these differences manually is not only time-consuming and error-prone, but it is also unsustainable at scale. The moment you need to launch a new collection globally, adjust pricing due to inventory shifts, or highlight sustainability credentials on select Stock Keeping Units (SKUs), the operational complexity skyrockets.
The Productsup platform centralises and harmonises product data from disparate systems, such as different supplier feeds, into one dynamic ‘source of truth.’ From there, our automated workflows and AI-powered tools enable teams to quickly structure, enrich, and adapt product information for thousands of endpoints. Based on each channel’s requirements, we flag issues like missing Global Trade Item Numbers (GTINs) or exceeding character limits. And as inventory changes or pricing updates, our data syndication ensures the most up-to-date information is reflected near-instantly across the global commerce ecosystem.
How does Productsup enable textile and apparel brands to manage seasonal collections or rapidly changing inventories across global marketplaces and retail partners?
Fashion cycles move fast, and Productsup is built for that agility. Our platform supports real-time updates, which means brands can reflect stock changes or publish new collections in minutes, not days. With high data control, we enable targeted rollouts, like promoting specific SKUs only in seasonal or regional campaigns. You can run seasonal collections globally while maintaining compliance and consistency, all from one platform.
Textile SKUs can be highly nuanced—different colours, sizes, fabrics, and fits. How does Productsup manage and optimise such granular variations for digital commerce?
Our platform supports variant-level data management and can dynamically enrich titles, descriptions, and images based on individual attributes like colour, size, or fit. You can customise how each variant appears on different platforms—for instance, using ‘organic cotton’ in a product title on Amazon but highlighting ‘relaxed fit’ on Net-a-Porter. That level of granularity makes a massive impact on discoverability and conversion.
What role does image and asset management play in textile product feeds, and how does your platform handle the unique visual demands of fashion and textiles?
In fashion, imagery is everything—people are shopping for a specific ‘look’. They want to know how a shoe would look from the front and side view, as well as how it will look while walking. Productsup allows brands to manage and enrich visual assets as part of their product data. Our platform ensures the right resolution, aspect ratio, and contextual relevance for each channel. For example, Instagram may favour lifestyle imagery, while Farfetch requires specific studio-shot formats.
Our Image Designer tool allows brands to dynamically generate channel-specific creatives at scale. You can overlay promotional banners, pricing, or localised messages directly onto product visuals, such as ‘Summer Flash Sale’. This ensures that your imagery remains fresh, relevant, and conversion-driven across platforms, without sacrificing brand consistency.
With consumers demanding transparency, how does Productsup assist textile brands in sharing product origin, material composition, or ethical sourcing details?
We make it easy for sustainability teams to create a dataset from scratch, pulling in origin and sustainability attributes, like cotton origin and recycled content percentage. They can then integrate this information into product listings, ads, or even digital product passports (DPPs). Regardless of the type of file or format, our platform is equipped to source that information in large volumes, and then clean and contextualise it for every type of endpoint, including marketplaces, social platforms, and D2C stores.
We can also take a brand’s existing product feed as is, and then enrich it with sustainability data to create a single source of truth. No matter where brands currently stand in providing this information, we make it easy to start incorporating it into product content.
Sustainability is a growing priority in textiles. Can Productsup support brands in communicating sustainability credentials (like certifications or materials used) effectively across sales and marketing channels?
One of the most pressing needs I see today is transparency in sustainability claims, not just for compliance, but also to build trust with customers. Our platform enables fashion brands to import and enrich sustainability data, such as material sourcing and lifecycle metrics, and map it to each relevant channel’s requirements. We also support DPPs through our partnership with Protokol, allowing brands to prepare for compliance with EU regulations such as ESPR, while making product-level sustainability data accessible to consumers at every touchpoint.
How do you see your partnership with Protokol shaping the way textile companies manage circularity and sustainability disclosures across their digital channels?
By integrating with Protokol, we enable fashion brands to create DPPs directly from their existing product data within the Productsup platform without needing to be DPP experts. Most brands are still getting to grips with the complexities of upcoming EU sustainability regulations like the ESPR, and the idea of implementing DPPs from scratch can feel overwhelming. That is exactly where our partnership adds value.
Together, we lower the burden of getting started with DPPs by offering an out-of-the-box DPP export channel within Productsup. Brands can simply map the required fields, check their data against readiness benchmarks, and generate DPP outputs—in parallel with their ongoing e-commerce operations. No need for outside team involvement or deep technical knowledge of regulatory frameworks. This seamless integration allows brands to not only reduce the time, cost, and complexity of preparing for compliance, but also strengthen circularity initiatives and communicate their sustainability story clearly and credibly across every digital touchpoint. It is about empowering brands to turn regulatory pressure into a competitive advantage.
Fashion and textile companies often operate across regions with different compliance standards. How does Productsup ensure accurate and localised product information?
Fashion brands often operate across regions with different compliance standards. Productsup ensures accuracy and consistency through robust localisation support at scale, including language, currency, regional sizing, and even regulatory fields. Our platform features channel-specific templates and automated validations, such as GTIN checks, material composition requirements, and environmental claims alignment, to help brands stay compliant across diverse markets while eliminating manual, repetitive work.
This becomes even more critical with the upcoming EU regulations tied to the Ecodesign for Sustainable Products Regulation (ESPR), which mandates DPPs for any company selling textiles in the EU market starting in 2027. These regulations will require brands to disclose detailed product lifecycle data, sustainability metrics, and traceability information—standardised and accessible at the point of sale. Through our integration with Protokol, Productsup enables global brands to prepare for these mandates by mapping existing product and sustainability data to DPP frameworks and easily exporting it to compliant formats for the EU market.
How does your platform support direct-to-consumer strategies for textile brands that want to reduce dependence on third-party retailers?
Productsup empowers D2C by giving brands full control over their product content—what is shown, and where and how it is shown. You can personalise advertisements based on shopper behaviour, use channel-specific promotions, and ensure brand messaging remains consistent. With built-in performance insights and A/B testing capabilities, you can implement changes quickly and optimise product experiences across owned channels like your e-commerce store, social commerce, or apps.
Can you share a case study or example where Productsup helped a textile or fashion brand streamline its digital commerce processes or improve conversion rates?
Boozt Fashion relies on our platform to optimise its data feeds across multiple advertisement networks. The company saw a 10 per cent increase in traffic that would have been lost without our feed optimisation.
N Brown came to Productsup to manage its expansive, multi-brand catalogue. With our platform, its team reduced manual workloads, sped up go-to-market for new collections, and gained the flexibility to tailor feeds to each marketplace’s unique requirements—all while maintaining consistency and control over product content. The company saw a 54 per cent increase in shop conversions.
Eileen Fisher, a brand known for its commitment to sustainability, uses Productsup to streamline how sustainability data, such as material origin and eco-certifications, is incorporated into product listings across global channels. This has helped it deliver more transparent, high-quality product experiences and strengthen consumer trust. The company saw a six-figure increase in revenue on channels like Facebook, Pinterest, Google Shopping etc.
With growing consumer demand for transparency and sustainability, what role does accurate product data play in shaping brand trust in the textile sector?
Consumers are sceptical of misleading sustainability claims—and rightly so. To build trust, shoppers need access to the information behind these claims. It is not enough to say a bag was made from 100 per cent recyclable material; you need to supply the details of how and where the bag was made as proof. And you need to make those details easily digestible. Accurate, consistent, and accessible product data is the foundation of gaining consumer confidence.
How is the textile industry’s shift towards circular fashion and conscious consumption impacting digital commerce strategies?
Modern e-commerce strategies are moving from transactional to relational. When today’s consumers shop for clothes, they buy into the values, ethics, and sustainability practices of the brands they choose. That means brands are now expected to provide full transparency into how items are made, worn, reused, and ultimately disposed of or recycled.
For instance, our DPP integration with Protokol helps brands move towards a circular model, where transparency, durability, and circularity are not just compliance requirements but competitive advantages. With DPPs, brands can give consumers access to rich, verifiable data like fibre origin, recyclability, carbon footprint, or availability of repair services, simply by scanning a QR code on the item. This allows brands to engage conscious consumers in a meaningful, data-backed way. The result is a more authentic, trust-based relationship between brand and buyer that extends beyond the point of sale.
In a market where fashion cycles are faster than ever, how can textile companies maintain consistency and accuracy in their digital product representation across regions and channels?
Speed and consistency are not mutually exclusive when you have the right technology. Productsup allows brands to update just the changed elements of their product data in near real time. Combined with localisation features, performance analytics, and built-in error detection, brands can maintain accuracy while moving at the speed of fashion.
