SAP: Data-driven solutions are also effective in the fashion industry

By: Trademagazin Date: 2024. 07. 03. 08:39

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Actors, manufacturers and retailers in the fashion industry have to deal with many challenges in order to stay competitive. With the spread of online commerce, the number of customers who compare the prices of different platforms and products, take sustainability aspects and ethical production into account has increased significantly. In addition to changing customer needs, players are also pressured by intense product and price competition, and they must constantly improve their strategies and technological infrastructure in order to succeed. Both Hunkemöller and Bonprix chose SAP cloud solutions to overcome their everyday challenges.

Hunkemöller International, Europe’s fastest growing lingerie brand, moved to the cloud with the RISE with SAP solution, which enabled it to provide a personalized experience to its customers and keep pace with growing interest. Operating with more than 850 retail stores and 15 online stores in 23 countries, Hunkemöller aims to become a data-driven company. For this, he needed a scalable technological infrastructure that could flexibly adapt to the growth of the brand. The transition from the on-prem system to the SAP S/4HANA private cloud – which is implemented with Google Cloud – represents the first milestone on the path of digital transformation.

Hunkemöller pursues an omnichannel sales strategy; sells its products in its own stores, wholesale and through international franchise stores. The transformation to the cloud was mainly due to its significant wholesale business, which provides flexibility, personalized insight into customer shopping habits and offers innovation for further growth.