A 360° view of the Group's products, from sourcing to the point of sale
The Etam Group, now a leader in France and internationally, is a key player in the lingerie and fashion industries. Building on its strong identity and long-standing expertise, the Etam Group cultivates this unique relationship with its customers through its brands—Etam, Maison 123, Undiz, Livy, and Ysé—and a strong omnichannel presence based on more than 1,300 stores in 57 countries.
The Group wanted to regain control over the quality of the data entered, review the data creation and enrichment process, and have access to monitoring metrics that would provide real-time insight into the precise status of the product and item database.
The Objectives of the PIM + DAM Project
Collection and enrichment of ETAM’s product database
Harmonization and optimization of product enrichment processes
Creation of a media library
Translation management
Export of data to various channels
We benefited from their expert insight and strategic advice on the direction and architecture of our PIM, all while staying within our budget constraints. It is this combination of expertise and understanding of our challenges that I particularly appreciate.
The Rationale Behind the Project
Although functional, the existing publication workflow did not provide sufficient data quality monitoring and control, and did not allow ETAM to have a comprehensive view of the products prior to publication.
It was therefore necessary to improve the quality and control of data management (from the SAP ERP to the e-commerce platform) and to have a comprehensive view of the product—not only in terms of its attributes (size, color, composition, etc.), but also regarding suppliers, factories, marketing data, and translations. It was also essential that each brand—even though it had its own product line—be able to apply the same processes and rules within the PIM.
The ETAM Group opted for a flexible and open tool that allows product data to be enriched with additional information, such as manufacturing sites. The solution also needed to facilitate collaborative workflows while ensuring secure access by brand, and to offer reporting capabilities as well as seamless integration into the ETAM ecosystem.
Following a request for proposals, the group selected Pimcore (Enterprise Edition), a platform that meets these requirements and offers scalability tailored to future needs, particularly in terms of price management. Contrary to standard practice, ETAM chose to centralize all product data on the platform, thereby transforming its PIM into a true Product Hub.
In 2026, the WEDIA solution was selected for image management and the automation of media processing.
The AI Content Hub
The group selected Pimcore and Wedia to implement its Content Hub, as these platforms met its requirements and offered the scalability needed to accommodate future needs. Generative AI was deployed once the content creation and enrichment process had been validated.
A single source of truth for the group
- Unified Product Data
- Centralized and Synchronized Visual Content
- Built-in distribution rules for omnichannel consistency
PIM + DAM Integration with AI
- Smart Search: AI-powered indexing and an LLM engine to find media in 1 minute (vs. 10 minutes previously).
- Automatic adaptation of visuals to the requirements of each channel (marketplaces, e-commerce sites, etc.).
- Automatic Edits (Background Removal/Replacement, AI-Generated Focus Points )
- Cropping, resizing, on-demand renderings
- Batch cropping of images and customization of the background based on the partner
Generative AI for Media and Content
- Automatically generate brand names, descriptions, and product details while maintaining brand context for each channel
- Translations via ChatGPT that preserve the brand context
- Enrichment of product attributes through visual analysis.
- Changes to the visuals: Adapting the background to the brand guidelines, creating variations with different models, changing the pose (switching from a seated photo to a standing one)
- Generating product shots from photos taken during a photo shoot.
- Creating complete looks using photos taken with a phone, featuring an AI-generated model (e.g., 1m70, size 36, 35 years old, Caucasian)
The positive results
- Successful Industrialization of Product Content Management
- Securing Omnichannel and International Growth
- A Strategic Foundation for the Expansion and Growth of AI
- This project won the Gold eCommerce Award in 2026 in the “Product Content, PIM & Generative AI” category.
The Outlook
- Continued Integration of AI into Business Processes
- Expanding the Content Hub’s capabilities to new channels and markets
Key Findings
Reduced manual tasks, significant time savings, and enhanced editorial consistency.
The Keys to the ETAM Group's Transformation
Find out how the ETAM Group has implemented a 360° view of its products—from sourcing to the point of sale—and transformed its PIM into a strategic tool for centralizing, enriching, and harmonizing its product data on an international scale using a Pimcore solution.
Learn from this example to inform your own digital transformation and discover how ETAM transformed its PIM into a strategic tool for:
- Centralize product data for five brands (Etam, Maison 123, Undiz, Livy, Ysé)
- Automate product enrichment and publication
- Ensure data quality on an international scale
- Harmonize processes for 1,300 stores in 57 countries
This project received two awards:
- Bronze eCommerce Award in the “Product Content” category in 2025
- Gold eCommerce Award in the “Product Content, PIM & Generative AI” category
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