Fashion retailer Parfois has partnered with global technology firm DXC Technology to enhance customer experiences through data-driven insights and artificial intelligence. The collaboration is part of Parfois’ wider Data Intelligence strategy, aiming to personalise shopping experiences by tailoring product recommendations to individual preferences.
Parfois, a leading Portuguese fashion brand, operates over 1,000 stores across 67 countries and has a growing online presence. In a bid to stay competitive in the fast-moving fashion industry, the company is investing in advanced analytics to refine its understanding of customer behaviour.
DXC Technology, a Fortune 500 company specialising in IT services, will support Parfois in implementing the Snowflake data platform. The system is expected to improve operational efficiency and provide leaders with near real-time customer insights, enhancing decision-making.
The new platform will allow Parfois to analyse vast amounts of data through predictive AI models. Store and online activity will be tracked and presented in an interactive dashboard, offering management key insights, alerts, and behavioural trends. The aim is to ensure that Parfois can better anticipate customer needs, improving both product offerings and overall shopping experiences.
Nuno Moura Pinheiro, Head of Data & AI at DXC Technology in Portugal, highlighted the significance of the collaboration. “From implementing an analytics platform to developing AI models and business intelligence dashboards, our partnership with Parfois is focused on customer experience—something we are passionate about at DXC,” he said. “It is a privilege to contribute to the success of this renowned Portuguese brand by equipping its leaders with the insights needed for informed and timely decisions.”
DXC Technology is a recognised leader in IT services, helping major corporations run critical systems while modernising their operations. Its expertise in AI-driven solutions was recently acknowledged in Whitelane Research’s 2024/2025 European IT Sourcing Study.
With this latest initiative, Parfois strengthens its position in the competitive global fashion market, ensuring it remains at the forefront of digital innovation in retail.
