Italian luxury fashion group Prada SpA and US software company Adobe Inc. announced the next stage of their long-term collaboration on Wednesday. In order to improve the customer experience in all digital and stationary sales channels, the Prada Group will use the data analysis systems Adobe Real-Time Customer Data Platform and Adobe Journey Optimizer for all group brands in the future, both companies said on Wednesday.
The aim is to offer customers “real-time personalized experiences across all channels” by evaluating their available data and thus increase Prada’s sales, according to a statement. For example, online search history could be used as a basis for targeted sales pitches in the boutiques. The data-based creation of comprehensive individual profiles allows the fashion group to present consumers with “relevant content at the decisive moment”, explained Adobe.
Both companies also want to continue their collaboration in the field of digital design processes. In the future, Prada will use the design software Adobe Substance 3D, which allows virtual “retail simulations and prototypes of clothing and accessories” to be designed in an “increasingly sustainable and hyper-realistic way,” Adobe said.