adL is a top fashion brand with 116 stores in Turkey and 28 international stores. Its brand ethos is to design free-spirited clothing that allows women to reflect themselves and choose stylish attire that boosts self-confidence freely.
With over 80% of the staff at adL consisting of women and collaborations with established female designers, the adL brand drives female empowerment through innovative, trend-setting fashion collections.
The adL online store includes every essential fashion choice, such as dresses, blouses, beachwear, outerwear and accessories, with unique designs that resonate with independent women who want to be seen.
The adL Brand Journey: A Need For Sophisticated Technology
The journey at adL has progressed rapidly, and to align this success with the internal process, adL sought to enhance its foundational systems. A change was necessary to align the brand’s success with the product cycle process in general. PIMLAND was contacted to address possible issues in the future, such as delays in product delivery and the absence of real-time monitoring, which prevented strategic, data-based decision-making. adL recognized the potential to further streamline their R&D and P&D processes with more advanced tools and technology.
The R&D and P&D processes were conducted using tools and technology with restricted functionality, such as physical forms and emails. This often resulted in data being unavailable when needed, which impacted revenue. Business processes required optimization to keep up with the rapid introduction of new designs and products to the market, highlighting the need for a reliable provider of PIM and PLM.
“PLM and PIM applications available on the global market caused Fashion Designers to turn into data entry experts was the concern that the existing creative competence would be reduced instead of providing superiority in R&D and P&D processes.”
Ebru GÜRBÜZ KAYGUSUZ – Head Fashion Designer at adL
The adL Brand Journey: A Need For Sophisticated Technology
adL contacted several PLM and PIM system providers to identify potential digital solutions that would deliver the objectives adL required. They searched for a solution that would help them to take the adL brand to the next level and provide a competitive advantage. After arranging demos with a selection of solution providers, they were impressed with how PIMLAND was specifically designed to address the exact requirements of the fashion and apparel sectors.
“Existing interfaces and user experiences of all the researched PLM and PIM software frightened fashion designers, and the necessity of entering too much data into existing software caused fashion designers to approve the new investment.”
Ayşenur BEŞİKTEPE YÜCEL – Assistant Fashion Designer at adL
adL had been working with disparate systems and paper-based manual processes. They required a complete digital transformation of their processes to leverage benefits such as streamlined and unified Product Lifecycle Management and Product Information Systems, enabling better collaboration from designers to post-sales data analysts.
PIMLAND provided all the key requirements adL had outlined, plus many more. One of the biggest issues adL needed to resolve was the lack of data mobility. Accessing data whenever needed was essential to reducing the time it took for the design process and for products to reach the market.
The fashion industry, known for its rapidly changing trends and seasonal styles, necessitated that adL adopt real-time monitoring and more efficient processes to remain competitive on a global scale. Addressing these challenges became a top priority, especially given the previous issues with data integration and limited opportunities for collaboration.
PIMLAND & adL: Better Product Lifecycle and Customer Experience
PIMLAND has been developed to meet the workflow and data consistency needs of globally operating fashion brands with high-volume sales. The PIMLAND platform was easily integrated into adL’s processes, with support and system training that ensured all users could seamlessly start to collaborate and work more efficiently. A more integrated approach from designers to marketers enhanced the end-to-end product lifecycle.
Moving from emails and Whatsapp messages to one online platform allowed decisions to be made instantly, and communications between teams were accelerated. The problems encountered with traditional ERP systems were addressed with a user-friendly platform that everyone, from those working on the creative processes to the company executives, could quickly adopt and leverage the benefits of.
“Our previous ERP and manual processes caused significant delays in our business operations. The newly integrated solution has successfully reduced these delays and improved our time to market. Our operational efficiency has greatly improved with real-time data synchronization and streamlined workflows.”
İrfan TOPÇU – Supply Chain Director at adL
The integration of the PIMLAND platform has been a great success. Designers concerned about using cumbersome technology were now excited about the capabilities and advantages that PIMLAND could deliver. They found the system easy to use and could immediately recognise how it would make their work easier rather than adding to their workload. The time saved by avoiding lengthy email exchanges and filling out physical forms created a significant gap in their schedule. This freed up time that they could now dedicate to the creative process.
Gaining approval from the designers was essential, but the teams involved in the sales and marketing processes were equally happy with the new system and its benefits. They were able to react quicker to changing fashion trends, and product delivery times were reduced. Offering the latest fashions to adL’s niche customer base, with quick delivery times, has already demonstrated increased customer loyalty, with real-time data now at the core of all decision-making.
“Getting real-time insights was essential, but our previous systems made it difficult. Now, our designers have more creative freedom and time, enabling us to quickly respond to market shifts and enhance our product launches. This has increased customer loyalty and broadened our market reach effectively, since we can now listen our audience and tailor our approach and clothes accordingly.”
Emre IŞIK – Board Member of adL
Product launches are now fully aligned with the latest offerings, and the advanced product data management processes have enabled adL to reach new customers and retain existing ones for regular purchases.
Future-Proofed adL: PIMLAND Expertise
adL’s commitment to innovative fashion has always been strong. To further support their growth and efficiency, they identified opportunities to enhance their internal systems. The integration of PIMLAND has revolutionized adL’s processes, transforming their operations from outdated, manual systems to a seamless, digital workflow. This transformation has resulted in faster product development cycles, enhanced team collaboration, and improved customer experiences. With real-time data at their fingertips, adL can now make strategic, data-driven decisions, ensuring they stay competitive in the fast-paced fashion industry.
