Supply chain traceability in fashion is often discussed in terms of visibility. But visibility alone is no longer enough.
What is emerging instead is a more complex requirement: the ability to structure, connect, and activate product-level data across systems. Regulatory developments are accelerating this transition, but the underlying issue is operational.
As discussed during our recent roundtable with GS1 Italy, Impacta Strategy and Legance, the main constraint is not access to information, but the lack of continuity and usability of data across the supply chain.
What supply chain traceability really means today
Traceability is still frequently associated with mapping suppliers or identifying where production takes place. While necessary, this approach only captures part of the picture.
What is increasingly required is a system that can support product-level information across multiple tiers and use cases. This includes the ability to track, verify, and reuse data in a consistent way.
In this context, traceability involves:
- product-level information, not only supplier mapping
- visibility across multiple tiers of the supply chain
- structured data that can be shared and interpreted consistently
Rather than a one-time mapping exercise, traceability becomes a continuous data layer linked to the product.
The real constraint: fragmented data across systems
The issue most brands face is not the absence of data, but the way it is distributed.
Information already exists across certifications, supplier documentation, internal systems, and audits. However, it is often:
- stored in separate environments
- inconsistent across partners
- not aligned to common standards
This creates interruptions in how data moves across the supply chain, limiting both visibility and usability.
As highlighted in the discussion by GS1 Italy, the focus should not be on increasing data collection, but on ensuring that existing data can be used consistently across actors and systems.
Why traceability struggles to scale
Initial traceability projects can work in controlled environments. The challenge emerges when scaling across the full supply chain.
Several structural factors contribute to this:
- supply chains extend across multiple tiers with uneven capabilities
- suppliers rely on different tools and data formats
- manual processes become difficult to maintain as data volume increases
Impacta Strategy’s Federico Bonelli observed that many initiatives stall not because of a lack of commitment, but because the systems supporting them are not built to handle complexity at scale.
Without a shared structure, data remains fragmented and traceability cannot evolve beyond isolated initiatives.
Beyond traceability: structuring data for governance
What is taking shape is a broader transition in how supply chain information is managed.
The focus is moving from simply accessing data to organizing it in a way that supports coordination, accountability, and compliance.
This requires:
- common structures for data collection and interpretation
- alignment across internal and external systems
- the ability to use data for decision-making, not just reporting
In this context, traceability becomes part of a governance model, where information supports how the supply chain is managed, rather than just described.
Digital Product Passports as a connecting layer
Digital Product Passports sit within this evolution as a mechanism to organize and connect existing data.
They do not introduce entirely new information requirements. Instead, they create a structured layer that links product data across the lifecycle, making it accessible and usable in different contexts.
As explained by Iris Skrami, Co-Founder and CEO of Renoon, the role of the Digital Product Passport is to turn fragmented product and supply chain data into a system that can be consistently used across compliance, operations, and customer interaction.
Through this structure, data becomes:
- comparable across products and suppliers
- transferable between systems
- usable beyond a single function
The value lies not in the data itself, but in how it is organized and connected.
Operational implications for brands
What is emerging in practice is not a single initiative, but a set of coordinated changes across how supply chains are structured and managed.
As discussed during the roundtable, brands are already moving in a few consistent directions:
- revisiting their production footprint to reduce complexity and increase control
- strengthening supplier selection and oversight, particularly beyond Tier 1
- integrating internal systems to ensure continuity of information
- structuring data at product level rather than at supplier level
- aligning internal functions around shared data and processes
These changes reflect a broader shift: from managing traceability as an isolated activity to embedding it into how the supply chain operates.
Instead of collecting data for reporting purposes, brands are starting to use it to guide decisions, coordinate across partners, and manage risk more effectively.
Over time, this transforms traceability into a core component of product definition, where information is continuously updated, shared, and activated across systems.
Find more insights from the event with GS1, Impacta Strategy, Legance here.
How Renoon supports this transition
Renoon provides the infrastructure to organize and activate product-level data across the supply chain.
By connecting product, supplier, certification, and environmental data into a unified system, brands can generate and manage Digital Product Passports while ensuring consistency and usability across compliance, operations, and customer touchpoints.
Through integrations with ERP, PLM, and CRM systems, Renoon enables continuous data flows that replace fragmented processes. This allows traceability to become part of the product architecture, supporting both regulatory requirements and broader business objectives.
Learn how to structure your supply chain data and implement Digital Product Passports through our Advisory Program or book a demo to find out more.
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