Fendi partners with Dedagroup for omnichannel shopping

Luxury fashion brand Fendi has partnered with IT platform Dedagroup Stealth to build its omnichannel supply chain.

The Rome-based fashion house, founded in 1925, is upgrading its global transactional value chain to supply online operations and 250 stores in countries worldwide – aiming for a single view of stock throughout the group’s entire product chain, from factory to point of sale.

A statement explained that Dedagroup Stealth would provide a unified view of customers, including the channels they shop in, their buying journeys and purchasing habits.

The implementation, which started in February, continues to be rolled out across the fashion brand’s global operations.

Frederic Munoz, worldwide chief operating officer at Fendi, said: “To us, business transformation means following the product digitally; from production to distribution to the end customer, both in physical and online stores."

"Fendi now has an omnichannel solution for seamless orders, shipping, allocation and deliveries, worldwide, overcoming the distinction between offline and online channels,” he continued. “We are in tune when it comes to organising flows to suppliers, logistics providers and distribution around the world.”

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