This thesis explores the significance of data quality in contemporary business environments, particularly in the context of Miroglio Fashion, a leading Italian company in the fashion industry. The study highlights how effective data management practices can enhance organizational success, offering competitive advantages through operational efficiency and informed decision-making. The research begins by examining the history, mission, and brand portfolio of Miroglio Fashion, including its key brands such as Motivi, Oltre, Fiorella Rubino, Elena Mirò, and Luisa Viola. The role of Miroglio Fashion’s Digital Team is also explored, particularly how it integrates Customer Relationship Management (CRM) systems to maintain and manage customer interactions, improve marketing efficiency, and foster long-term customer loyalty.