Miroglio Group Unleashes Fashion Innovation in Italy with Generative AI on AWS

“The security and efficiency of AWS have also boosted our operational capabilities and reinforced our confidence in deploying AI solutions in our business.” — Marcello Offi, Head of Data and Enterprise Resource Planning, Miroglio Group

Progetto senza titolo - 1

Miroglio Group is an international fashion company that was founded in 1947. It operates across 41 countries with 10 fashion and lifestyle brands including Trussardi, Oltre, Motivi, Fiorella Rubino, and Elena Mirò. For more than 75 years, Miroglio Group has built its legacy on understanding and meeting the preferences of its customers. The Italian company designs and distributes fashion and lifestyle products across 41 countries. In its pursuit of innovation, Miroglio Group used Amazon Web Services (AWS) and engaged Data Reply, an AWS Partner, to transform its product management processes using artificial intelligence (AI).

 

Seeking Efficiency in Product Tagging

Accurate product categorization is crucial for managing inventory and providing a positive customer experience. Miroglio Group used a manual product tagging process that was not only time-consuming but also prone to inconsistencies. The company needed a categorization solution that would maintain accuracy while freeing its teams to focus on creative and high-value tasks.


Miroglio Group wanted to automate those essential but time-intensive processes while maintaining data security and accuracy. The company enlisted the help of Data Reply to develop a generative AI solution that would turn this vision into reality.

Implementing a Generative AI–Powered Solution with 90 Percent Accuracy

Working together, Data Reply and Miroglio Group implemented a generative AI–powered product tagging system using Amazon Bedrock, which is the simplest way to build and scale generative AI applications, with Anthropic’s Claude 3.5 Sonnet foundation model. They also used a machine learning model trained on Miroglio Group’s historical images. The automated solution analyzes product images and information using Amazon Bedrock to generate accurate tags and descriptions (technical and editorial) across multiple languages.

The new system achieves almost 90 percent accuracy in product tagging. Tasks that previously took 1 month can now be completed in approximately 1 hour. That automation has freed staff to focus on more creative and strategic initiatives.

As an AWS Partner, Data Reply collaborated closely with Miroglio Group throughout the project, operating as an integrated part of the team. Through regular technical sessions and continual feedback exchanges, Data Reply helped translate the company’s business requirements into practical AI solutions while supporting the development process.

“With Data Reply, we can rapidly transform ideas into actionable solutions, accelerating our innovation processes,” says Marcello Offi, head of data and enterprise resource planning at Miroglio Group. “The security and efficiency of AWS have also boosted our operational capabilities and reinforced our confidence in deploying AI solutions in our business.”

Building a Foundation for Future Retail Innovation

The success of the product tagging project marks just the beginning of Miroglio Group’s innovation journey. Using AWS services and the support of Data Reply, the company has laid the foundation for future AI innovations. “Generative AI is transforming our R&D efforts,” says Fabio Cesari, head of research and development at Miroglio Group. “Using AWS, with Data Reply’s support, we quickly uncover deeper insights into customer preferences, streamline our internal processes, and refine our product offerings—enabling faster innovation across our brands.” For example, Miroglio Group and Data Reply are developing a virtual shopping assistant that uses AI to provide personalized product discovery and styling advice.

“We are exploring a range of possibilities to enhance customer experiences through personalized services, predictive analytics, and optimized supply chain management,” says Matteo Loro, digital data and tech strategy manager at Miroglio Group. “Our goal is to use technological innovation so that our customers receive tailored, seamless service at every touchpoint.”

Progetto senza titolo - 5

Leading Cloud Innovators in Europe

Learn how leading organizations in Europe across industries trust AWS to drive innovation at every level of their business. 

AWS Customer Success Stories

Organizations of all sizes use AWS to increase agility, lower costs, and accelerate innovation in the cloud.

More Retail Customer Stories

no items found 

1

Get Started

Organizations of all sizes across all industries are transforming their businesses and delivering on their missions every day using AWS. Contact our experts and start your own AWS journey today.