Though the term “inclusivity” is far from democratized in the fashion and lingerie sector, PrimaDonna, the main underwear brand of Belgian company Van de Velde, has positioned itself on the element of inclusivity since its inception. The business has been bringing together long-time patrons and drawing in new ones for over 150 years. The head of creativity and development at Van de Velde, Carole Lambert, tells FashionUnited how the company is utilizing digital technologies and artificial intelligence to better serve its clientele.
fusing innovation and experience According to Carole Lambert, “we work, I like to say, between craftsmanship and futurism.” PrimaDonna has made significant investments in innovation over the past several years without sacrificing its historic know-how, which is essential to the brand. The next step is to evenly combine these two qualities: “digital tools, especially for information analysis on the one hand, with know-how, an eye, and human technicality on the other.” The company just unveiled artificial intelligence (AI)-powered mannequins.
The company has unveiled artificial intelligence (AI)-powered mannequins. Carole Lambert claims that this is a lovely application that demonstrates how cutting-edge technologies can support a delicate, sentimental message. The purpose of the mannequins was to evoke a sense of identity.
Increasing client loyalty with a better offer and overall customer experience PrimaDonna has a unique bond with its community even prior to the invention of the first modern means of communication. “There’s no denying that social media platforms make it easier for people to communicate,” Carole Lambert says, before going on, “but we’ve also always gotten a lot of love through letters, Facebook comments, and now Instagram posts from women sharing how the brand affected their relationship with their bodies.”
“We told ourselves that this is what we have been doing all along when the body positivism movement and the term ‘inclusive’ emerged and gained popularity.” It is true, though, that we were a little slow to act bravely and establish ourselves as such.”
According to Carole Lambert, a customer’s experience with a brand also contributes to their loyalty. Salespeople at stores are well-trained to counsel and reassure even the most apprehensive consumers in a friendly setting. She does acknowledge, though, that there are hard times right now for retail distribution, with customers increasingly choosing to buy online due to convenience or location-based factors.
