Gira modernizes its data landscape to fuel digital growth

A few weeks later, workshops with a clear objective took place: an elaborate system selection process in the MDM area. Gira already had a PIM system but wanted to gradually replace it with a more powerful integrated platform combining PIM, DAM, and MDM functionalities.This would allow a centralized and consistent management of over 13,000 products and associated media data, as well as numerous other data domains (suppliers, production facilities, etc.).

A central goal was to standardize product data using the ETIM classification, ensuring seamless interaction with B2B partners worldwide. Additionally, the integration of modeling classes (MC) allows Gira’s product data to be used in 3D models—enabling architects to seamlessly incorporate Gira products into digital building designs. After an intensive two-year collaboration, Gira’s system went live in early 2023, establishing a unified, scalable data solution for global growth.

• Centralized product and asset management: Over 13,000 products and 9,000 assets managed across 40 country-specific assortments in 29 languages.
• Automated standards and data integration: Effortless ETIM standards maintenance and seamless integration of supplier and production data.
• 3D data compatibility: Easy integration of Gira products into digital models, supporting architects and designers.
• Scalability and adaptability: Flexible configuration, native Adobe integrations, and AI-enhanced asset management support evolving global needs.

Backed by ongoing support from dotSource, Gira’s system remains agile and optimized—ensuring efficiency, adaptability, and growth as their global market presence expands.

However, with a fast-moving ready-to-wear market, the colossal manual entry of different product data (6,000 color references per season, assortment tracking, product feature updates in different languages, etc.) became extremely challenging. Furthermore, primarily using spreadsheets for this purpose was very time-consuming and error-prone. These files quickly became archaic in the context of Lacoste’s digital transformation and they would often contain numerous data entry errors, which resulted in a slow time-to-market that was harmful to sales. Another major challenge involved variable data such as collections, which must be renewed every six months and had to take into account the difference between the Northern and Southern hemispheres.

Therefore Lacoste needed to adopt a tool that would streamline the creation and distribution of its product catalogs on both its merchant and marketplace sites. This made it clear that Product Information Management (PIM) was the right solution to quickly enrich databases, accurately aggregate content, and shorten time-to-market, all while increasing agility and flexibility.