Gucci is an Italian luxury fashion house, known for excellent quality of Made in Italy artisanship but also for its constant strive for innovation in different fields, including the digital and technological ones. This shouldn’t come as a surprise: many luxury brands try to embrace emerging technologies to become data driven. Data can be used to solve real company’s problems, ranging from improving business processes to understand customer preferences and needs. Product Alert System (PAS), in this respect, addresses the need of knowing how products behave in different locations. The tool is developed together with Supply Chain and Merchandising team with the focus to support them in their decision-making process to especially optimize item-location assortment.