Italian fashion group Prada has adopted Adobe’s real-time customer data platform and journey optimiser to connect digital and in-store shopper experiences.

The luxury retailer is also embracing Adobe Substance 3D applications, leveraging 3D design to reimagine garment and accessory prototyping, as well as new shopping experiences.

At this week’s Adobe Summit digital experience conference, Prada Group and Adobe 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’s range of brands, including Prada, Miu Miu, Church’s, Car Shoe, Pasticceria Marchesi and Luna Rossa.

“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 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.”

Luc Dammann, Adobe’s president in Emea, added: “At the heart of Prada Group’s identity is a passion for innovation, and a focus on the customer experience. 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.”

Prada will leverage Adobe’s real-time customer data platform and journey optimiser, 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 group to deliver relevant content to customers at the moments that matter.

Customers who have opted in will let sales assistants 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 content for marketing campaigns, product portfolios and brand activations. Looking ahead, Prada will continue exploring Adobe’s technologies, including Adobe Substance 3D, to design retail simulations and create garment and accessory prototypes using physically accurate textiles, including leathers, in a sustainable and hyper-realistic way.