Daily Insights

Mastercard and DVF’s Modern Partnership

By: Mackenzie Baker | Mar 13, 2020

Mastercard is partnering with fashion brand Diane Von Furstenberg, or DVF, for a series of technology initiatives. 

Through Mastercard’s “Her Ideas Start Something Priceless” initiative, DVF will be utilizing the company’s technology to provide “intelligent insights” to store associates who can then use the information to provide better experiences for shoppers. DVF InCharge is aimed at DVF employees to help them provide brand engagement and product information to customers. Through the integration, DVF shoppers can access QR codes that will unlock the stories behind garments, product information, and styling tips. The technology helps give options to shoppers, some of whom may prefer receiving guidance from their smartphones rather than an in-person associate. According to a Gartner report on the topic, Mastercard’s technology could present a new type of curated and unique direct-to-consumer shopping experience for in-store customers. 

Utilizing human and tech approaches will let DVF discover which experience customers prefer. As this adventure is rather new in the fashion industry, both Diane Von Furstenberg herself and Cheryl Guerin, EVP of Mastercard, held a series of panels and events to further discuss the impact this innovation has in the market. The first panel was held on International Women’s Day and included the discussion of female leaders and empowerment actions taken by both companies. 

For the most part, emerging retail technology has remained online, but Mastercard and DVF’s new partnerships could show other retailers cutting-edge technology also has a place in brick and mortar.