{"id":10077,"date":"2023-08-23T09:14:01","date_gmt":"2023-08-23T07:14:01","guid":{"rendered":"https:\/\/www.thron.com\/clienti\/dainese\/"},"modified":"2025-06-24T11:26:30","modified_gmt":"2025-06-24T09:26:30","slug":"dainese","status":"publish","type":"case-study","link":"https:\/\/www.thron.com\/en\/customers\/dainese\/","title":{"rendered":"Dainese"},"content":{"rendered":"\n
<\/div>\n\n\n\n

Fifty years have passed since Lino Dainese made his first motocross trousers. It was 1972 and since then the company’s mission has always been clear: design innovative and ergonomic solutions to improve and promote safety in dynamic sports.<\/p>\n\n\n\n

Today, with over 800 employees and offices in the USA and China, Dainese is a globally recognised brand and its products are chosen by champions and enthusiasts of a wide range of disciplines: from motorcycling to sailing, from skiing to cycling.<\/p>\n\n\n\n

<\/div>\n\n\n\n

Challenges and strategies<\/h2>\n\n\n\n
<\/div>\n\n\n\n

Managing online assets, products and channels effectively is a challenge for any brand. It is even more so when we are talking about 350,000 digital assets, a production of 50,000 pieces of content per year and 20,000 product codes<\/strong>.<\/p>\n\n\n\n

Dainese realised this immediately when it decided to set up its own online presidium. The management of communication channels soon proved to be fragmented and costly.<\/p>\n\n\n\n

The risk of not guaranteeing brand consistency and disseminating out-of-date content or information was always just around the corner.<\/p>\n\n\n\n

The aggregation and analysis of user data required a lengthy, complex and not error-free activity.

It was in this scenario that the historic Italian brand chose THRON to reorganise its digital ecosystem, with three strategic goals.<\/p>\n\n\n\n

<\/div>\n\n\n\n
\"Image<\/figure>\n\n\n\n
<\/div>\n\n\n\n

Why THRON<\/h2>\n\n\n\n
<\/div>\n\n\n\n

1. Centralised asset management increases productivity <\/strong><\/h3>\n\n\n\n
<\/div>\n\n\n\n

Fragmented content management often results in a waste of time spent, dedicated resources and possible image damage caused by messages that are not always consistent.<\/p>\n\n\n\n

This was also the case for Dainese, until it chose to change approach and equip itself with a single engine to manage the entire lifecycle of digital assets.<\/p>\n\n\n\n

With THRON Digital Assets, the Italian brand centrally organises, manages and distributes product content and information.<\/p>\n\n\n\n

From PLM to shooting management tools: shots, videos, images and any other type of content are collected in one cross-departmental hub<\/strong> and from there shared across different touchpoints. In this way, internal processes have become leaner and more efficient, and productivity has increased.

Not only that. Thanks to the unique brand taxonomy, Dainese has also automated the process of classifying and enriching content with product information<\/strong>. The result? Product searchability has improved and e-commerce management is more effective, faster and always up-to-date.<\/p>\n\n\n\n

<\/div>\n\n\n\n

Benefits:<\/strong><\/p>\n\n\n\n