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Tuesday, December 5, 2023

Italy’s Prada joins Adobe to personalise in-store, digital experiences

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Italian luxury fashion house Prada Group and Adobe have announced an enhanced partnership to enable real-time personalisation and increase revenue, elevating the global luxury group’s customer experiences across all digital and physical retail properties. The partnership spans Prada Group’s range of brands, including Prada, Miu Miu, Church’s, Car Shoe, Pasticceria Marchesi, and Luna Rossa.

Prada will leverage Adobe Real-Time Customer Data Platform and Adobe Journey Optimizer, part of the Adobe Experience Cloud, to combine vast amounts of existing data, creating unified customer profiles and delivering personalised experiences across any channel in real time. These tools will allow the fashion brand to deliver relevant content to customers at the moments that matter, Adobe and Prada said in a joint press release.

Prada and Adobe have partnered to enable real-time personalisation and increase revenue for all of Prada’s brands. Prada will use Adobe’s Real-Time Customer Data Platform and Adobe Journey Optimizer to create unified customer profiles and personalised experiences in real-time. The partnership will also use Adobe Creative Cloud applications to design content.

Customers who have opted in will enable sales assistants to know when they visit a store and their preferences, with the goal of a richer personalised experience. For example, a customer who has researched a bag online may be invited to see the bag’s latest seasonal colours in person, where a sales assistant will be ready to provide a tailor-made experience. After leaving the store, the customer will receive recommendations based on their purchase, in-store experience, and online profile.

Adobe Creative Cloud applications enable brands to design striking content for marketing campaigns, product portfolios, and brand activations. Looking ahead in this direction, Prada Group will continue exploring Adobe’s latest innovative technologies, including Adobe Substance 3D, part of Adobe Creative Cloud, to design retail simulations and create garment and accessory prototypes using physically accurate textiles, including leathers, in an increasingly sustainable and hyper-realistic way.

“Today we are happy to announce a new and important step towards our fruitful collaboration with Adobe, with the adoption of their unique customer data platform, to further evolve the retail experience across all our brands. This will ensure we are able to engage and connect with each customer in the right place, at the right time, and with the right content,” said Lorenzo Bertelli, Prada Group marketing director and head of corporate social responsibility.

“At the heart of Prada Group’s identity is a passion for innovation, and a focus on the customer experience,” said Luc Dammann, president of EMEA at Adobe. “The luxury retail sector is at the forefront of digital innovation, and Adobe’s partnership with Prada Group will enable them to expand their distinctive style and storytelling through real-time personalised customer experiences across in-store and digital worlds.”

Fibre2Fashion News Desk (NB)


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