Consumer & retail
Every fabric and green claim now needs evidence on the page.
Sizing, returns and sustainability claims decide the margin for apparel, footwear and accessory brands, D2C labels and marketplaces. We build product data, size and fit journeys, content and storefronts for India and the EU, with every claim backed by evidence.
Where the rules biteMap of all forty-one industries
What changes
In the EU, large companies may no longer destroy unsold stock, and generic eco claims are banned. India’s consumer regulator has issued guidelines on greenwashing and dark patterns. Every change below cites its source.
What it requiresDemand planning, resale and repair journeys that find unsold pieces another buyer.
EvidenceArticle 25 of the EU Ecodesign Regulation (EU) 2024/1781 bars large companies from destroying unsold apparel, clothing accessories and footwear from 19 July 2026.
What it requiresEnvironmental claims that are specific, evidenced and qualified where they appear.
EvidenceSince 27 September 2026, Directive (EU) 2024/825 bans generic claims such as “eco-friendly” in the EU unless recognised excellent environmental performance is shown.
What it requiresPrices, delivery charges and urgency messages that are honest from the first screen.
EvidenceThe CCPA’s 2023 guidelines name thirteen dark patterns, from false urgency to drip pricing, and in June 2025 it asked e-commerce platforms to self-audit within three months.
What it requiresSize, fit, fabric and origin information complete enough to choose the right item first time.
EvidenceIndia’s E-Commerce Rules, 2020 require marketplace sellers to show the details a buyer needs before purchase, including the total price and the country of origin.
The rulebook
This is our reading of India’s e-commerce, packaging and advertising rules and the EU’s laws on green claims and unsold goods, for brands selling in both. Your legal and sustainability teams keep sign-off.
Frameworks we build to
We design and build to these frameworks; this is not a claim of certification.
Shapes most of the work
Central Consumer Protection Authority
Generic terms such as green, eco-friendly, natural, organic and sustainable need accurate, accessible qualifiers and substantiation. Every environmental claim needs verifiable evidence, which can be disclosed through a QR code or link.
We designEach claim on a tag, page or post links to its evidence, or it does not run.
CCPA · Guidelines for Prevention and Regulation of Greenwashing or Misleading Environmental Claims, 15 October 2024 Official text: CCPA greenwashing guidelines, 2024
Central Consumer Protection Authority
Thirteen named practices, including false urgency, basket sneaking, drip pricing and confirm shaming, are unfair trade practices. On 5 June 2025, platforms were advised to self-audit within three months.
We designSale banners, stock counters and checkout steps are tested against all thirteen before a season goes live.
CCPA · Guidelines for Prevention and Regulation of Dark Patterns, 30 November 2023 · advisory of 5 June 2025 Official text: CCPA dark-patterns guidelines, 2023
Advertising Standards Council of India
Any material connection between a brand and a creator, such as payment, free products, discounts or trips, is disclosed clearly on the post. The guidelines also cover virtual influencers.
We designCreator briefs carry the disclosure label and the approved claims, and every post is checked before it goes live.
ASCI · Guidelines for Influencer Advertising in Digital Media Official text: ASCI guidelines for influencer advertising
European Union
From 27 September 2026, generic environmental claims are banned unless recognised excellent environmental performance is shown, and sustainability labels must come from a certification scheme or a public authority.
We designClaims become specific statements with linked evidence, and uncertified badges come off tags and pages.
Directive (EU) 2024/825 · applies from 27 September 2026 Official text: EU directive on empowering consumers for the green transition
Shapes most of the work
Department of Consumer Affairs
Marketplace sellers show the total price and its breakup, return and refund terms, importer details and country of origin. Grievances are acknowledged within 48 hours and resolved within a month.
We designProduct templates require every mandatory field, so no listing publishes incomplete.
Consumer Protection (E-Commerce) Rules, 2020 · G.S.R. 462(E), 23 July 2020 · rules 4(5) and 6(5) Official text: Consumer Protection (E-Commerce) Rules, 2020
Department of Consumer Affairs
Pre-packed goods declare the retail sale price, net quantity, maker or importer and consumer-care details, and online listings must show them. From 1 July 2027, imported products need a searchable, sortable country-of-origin filter.
We designDeclarations sit in the product record, so the swing tag, pack and every listing match.
LMPC Rules, 2011 · rule 6(10); rule 6(10A) inserted by G.S.R. 312(E), 27 April 2026
European Union
Large companies may not destroy unsold apparel, clothing accessories or footwear from 19 July 2026, and medium-sized ones from 19 July 2030. Textiles are a priority group for ecodesign rules and the digital product passport.
We designProduct records are structured now for passport data, and unsold stock gets resale, repair or donation routes.
Regulation (EU) 2024/1781 · Article 25 and Annex VII Official text: EU Ecodesign for Sustainable Products Regulation
Often shapes the work
Ministry of Electronics and IT
Loyalty, style quizzes and fit profiles need consent for each purpose. Withdrawing consent must be as easy as giving it, and breaches are reported to the Data Protection Board.
We designFit profiles ask only for what improves the suggestion, with consent logged per purpose.
DPDP Act, 2023 · DPDP Rules, 2025 (core obligations from 13 May 2027) Official text: DPDP Act, 2023 and DPDP Rules, 2025
Compiled 3 October 2026. Our reading of typical programmes, not legal advice. Rules change; your counsel confirms how each one applies to you.
Challenges
What comes up first in most fashion & apparel conversations, from customer-facing screens to internal operations.
Fit guidance that matches how each brand cuts, so the first order is the one kept.
“Organic”, “recycled” and “sustainable”, each with evidence a shopper can open.
Clear return windows, exchange-first journeys and refunds that arrive when promised.
What we build
A typical programme here uses each discipline in this mix. Each line says what it builds for the industry and links to the capability behind it.
Season launches, lookbooks and creator programmes with every claim checked before it runs.
Size and fit journeys, product pages and returns flows designed around your own return reasons.
Brand identity and label design that stay recognisable from swing tag to marketplace thumbnail.
Fast storefronts, one product record for every marketplace and structured data that AI assistants can read.
Product copy and imagery generated from the product record, with a claims check on every draft.
Consented CRM, back-in-stock alerts and size-aware recommendations on one customer record.
Programmes
Each programme reports on one measure, such as return rate or listing completeness. All lengths are typical.
The way in
We check sample listings, size journeys and green claims against the rules and your return reasons, then rank the fixes by returns and risk.
What you get
02Project · 8–12 weeks
Size guidance, fit notes and product pages redesigned around how each category is cut, then tested with shoppers.
MeasureSize-related returns
Services: Complete UX & UI design · User research & usability testing · Website
Enquire about Size and fit experience03Project · 8–12 weeks
One product record for fabric, origin, care and claims, feeding your store, every marketplace and the AI assistants shoppers use.
MeasureListing completeness across marketplaces
Services: Content model & headless CMS · System integration · AI search visibility (AEO & GEO)
Enquire about Product record and marketplace syndication04Retainer · Ongoing
Lookbooks, listings and creator content drafted with AI from approved claims and brand rules. A person approves every asset.
MeasureShare of assets approved first time
Services: AI content studio set-up · Content production retainer · Brand check
Enquire about Season content made with AIHow success is measured
Main measureReturn rate on online orders
How we use AI
Each AI use below has an owner, an evaluation set and a log. No AI draft states a material or origin the product record does not hold.
Use case 01
Measured byListings approved without edits
Tested forOWASP LLM09 · Misinformation
Goes live only with its evaluation set, automatic checks and a named owner
Use case 02
Measured bySize-related returns on assisted orders
Tested forOWASP LLM02 · Sensitive information disclosure
Goes live only with its evaluation set, automatic checks and a named owner
Use case 03
Measured byColour-related returns on generated imagery
Tested forOWASP LLM05 · Improper output handling
Goes live only with its evaluation set, automatic checks and a named owner
Work and insights
Anonymised projects from this industry, and what we have written about it. No client is named without written approval.
All work in fashion & apparelA typical programme · composite
A D2C apparel label rebuilt its size guidance from its own return reasons. It moved every fabric, origin and sustainability claim into one product record, so its store, marketplaces and campaigns publish only what the record can prove.
Anonymised and illustrative: the shape a programme takes, never a named client.
Nothing published on fashion & apparel yet. Ask us what we are seeing in the industry.
Ask usQuestions
Something else on your mind? Ask us directly
Yes, with brands selling direct and through marketplaces, and with marketplaces themselves. The work differs: a brand owns its product record, while a marketplace owns the rules every seller’s listing must meet. Their duties under the E-Commerce Rules differ too.
We prepare the evidence; your legal and sustainability teams decide. We map every claim to its evidence and to each market’s rules: the CCPA’s greenwashing guidelines in India and the 2024 green-transition directive in the EU.
It can, if generated images flatter fit or colour. We only make variants of approved photography and check colour against the physical swatch. A person approves every image, and we track colour- and fit-related returns afterwards.
Yes, if you sell textiles in the EU. Structuring your product record for fibre, origin, care and repair data now makes the passport a publishing step later. The detailed textile requirements arrive by delegated act, so we design the record to absorb them.
Keep exploring
You will speak to a lead who would run the work, and get a straight answer on fit.
01About 2 minutes
You get A reply from a named lead
02About 8 minutesRecommended
You get Options and a first scope after one call
03About 15 minutes
You get Receipt confirmed and a named bid lead
Every engagement starts with a written scope and a quote agreed before work begins. How each package is priced
