Italy’s Prada joins Adobe to personalize in-store, digital experience

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

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

Prada and Adobe partner to enable real-time personalization and drive revenue for all Prada brands. Prada will use Adobe’s real-time customer data platform and Adobe Journey Optimizer to create unified customer profiles and personalized experiences in real-time. The partnership will use Adobe Creative Cloud applications to design content.

Customers who opt in will enable sales assistants to learn about their preferences and preferences during a store visit, aiming for a richer personalized experience. For example, a customer who has researched a bag online may be invited to view the bag’s latest seasonal colors in person, while a sales assistant is on hand to provide a tailor-made experience. After leaving the store, the customer will receive recommendations based on their purchases, in-store experience and online profile.

Adobe Creative Cloud applications enable brands to design engaging content for marketing campaigns, product portfolios and brand activations. Looking ahead, the Prada Group will continue to explore Adobe’s latest innovative technologies, including Adobe Substance 3D, part of the Adobe Creative Cloud, to design retail simulations and create apparel and accessory prototypes using a growing and sustainable, physically accurate textile, including leather. hyper-realistic way.

“Today we are pleased to announce a new and important step towards our fruitful collaboration with Adobe, adopting their unique customer data platform, to further evolve the retail experience across all our brands. This will ensure that we are able to engage and connect with every customer at 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 the Prada Group’s identity is a passion for innovation, and a focus on customer experience,” said Luke Damon, 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 extend their distinctive style and storytelling into the in-store and digital world through real-time personalized customer experiences.”

Fibre2Fashion News Desk (NB)