Prada Ups the Ante on Digital Transformation With Adobe

MILAN — Prada Group’s digital transformation, launched in 2017, continues through a strengthened collaboration with Adobe. The agreement will allow the deployment of advanced customer experience management solutions on a global scale, it was revealed at the Adobe Summit EMEA on Thursday. With Adobe Analytics Cloud and Adobe Marketing Cloud — part of Adobe Experience Cloud — the Italian luxury group will be able to analyze the interactions between brands and consumers across all of its online properties, including social networks and its global retail network, which comprises 634 stores. Lorenzo Bertelli, Prada’s head of marketing and communication, said the collaboration with such a “strategic partner” will allow it “to maximize the value of Adobe’s technological solutions, which will be progressively adopted to back up the entire group’s marketing and communications activities. It’s undeniable that the volume of data collected each year is growing exponentially, which generates a very high level of complexity.” Bertelli, son of chief executive officer Patrizio, joined the Prada group in September 2017 as head of digital communication to support the company’s digital transformation. He is ramping up the fashion house’s e-commerce to reach global coverage by 2020 and developing digital projects to drive brand engagement and boost operational efficiency and

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