Portuguese fashion brand Parfois has teamed up with global technology services provider DXC Technology to enhance its customer experience through data-driven insights and artificial intelligence (AI).
Parfois, one of Portugal’s most prominent fashion brands, operates more than 1,000 stores across 67 countries and has a growing online presence. To stay ahead in the competitive international market, the company is reinforcing its commitment to digital innovation by partnering with DXC Technology (NYSE: DXC), a Fortune 500 firm specialising in IT services.
As part of its Data Intelligence strategy, Parfois aims to personalise the shopping experience by using AI-powered insights to offer tailored product recommendations based on customer preferences.
Leveraging AI for a Data-Driven Future
DXC Technology will support Parfois in implementing the Snowflake data platform, a cloud-based solution designed to enhance operational efficiency and improve customer engagement. The new system will allow Parfois to analyse customer data in near real-time using predictive AI models, enabling the brand to refine its offerings based on shopping habits and behavioural trends.
A key feature of the initiative will be a navigation dashboard for Parfois’ leadership team, providing them with real-time management indicators, customer insights, and alerts. This will enable data-driven decision-making and optimise inventory, marketing, and customer engagement strategies.
Transforming Retail Through Data Science
Speaking about the partnership, Nuno Moura Pinheiro, Head of Data & AI at DXC Technology in Portugal, said:
“From implementing an analytics platform to developing AI models and business intelligence dashboards, our collaboration with Parfois is centred on customer-centric innovation—something we are passionate about at DXC. It is a privilege to help differentiate such a prestigious Portuguese brand by providing leaders with the insights they need to make timely and informed decisions.”
DXC Technology has a track record of helping businesses modernise IT systems, enhance operational performance, and integrate AI solutions. The company was recently recognised for its leadership in IT services in the 2024/2025 European IT Sourcing Study by Whitelane Research.
A Strategic Move for Parfois
This latest digital transformation initiative underlines Parfois’ commitment to innovation and customer engagement. By investing in AI and advanced analytics, the brand is positioning itself to compete in an industry increasingly shaped by data science and personalised retail experiences.
With consumer expectations evolving rapidly, the ability to offer tailored recommendations and efficient digital services will be crucial for fashion brands looking to sustain growth and customer loyalty.
Through its collaboration with DXC Technology, Parfois is taking a significant step towards a more data-driven and personalised shopping experience, ensuring it remains competitive in the global retail market.
