Prada Group partners with Adobe to reimagine in-store, digital experiences
Prada Group and Adobe announced on Wednesday an enhanced partnership to elevate the luxury fashion firm's digital and physical retail properties, across its range of brands.
In particular, the owner of brands including Prada, Miu Miu, Church’s, Car Shoe, Pasticceria Marchesi and Luna Rossa, will leverage Adobe Real-Time Customer Data Platform and Adobe Journey Optimizer, allowing the group to deliver personalized experiences and relevant content across any channel in real time.
Customers will have to “opt in” to take advantage of the more personalized experience, which is based on past purchases, in-store experiences and customers online profiles. For example, a customer who has researched a bag online may be invited to see the bag’s latest seasonal colors in person, where a sales assistant will be ready to provide a tailor-made experience.
“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,” said Lorenzo Bertelli, marketing director and head of CSR at Prada Group. “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.”
Adobe Creative Cloud applications enable brands to design content for marketing campaigns, product portfolios and brand activations. For Fashion brands, Adobe’s latest innovative technologies, including Adobe Substance 3D, may also be used to design retail simulations and create garment and accessory prototypes using physically accurate textiles.
“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 personalized customer experiences across in-store and digital worlds.”
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