Mastercard and Diane von Furstenberg Partner to Deliver Curated Shopping Experience for Consumers and Insights for Store Associates

March 2, 2020 | Purchase, NY | By Sarah Ely

Partnership to also integrate brands shared focus on women’s empowerment efforts

Mastercard and Diane von Furstenberg today announced a new partnership focused on enhancing the in-store experience for consumers, as well as delivering intelligent insights to store associates through the integration of technology that provides informed product recommendations, store performance analytics, as well as digital discovery and engagement through QR codes. The effort will also encompass a shared focus on women’s empowerment through both the DVF InCharge platform and the Mastercard Her Ideas Start Something Priceless initiative.

“Connecting is really important, especially if you want to be a brand that stands out to consumers today,” said Diane von Furstenberg. “With this technology, DVF has the unique opportunity to bring our customers on a journey, allowing them access to content that brings them closer to our brand story. We are thrilled to partner with the team at Mastercard to create a truly unique experience within our flagship store.”

Mastercard Technology Empowers Storytelling Behind People & Product

Consumers today want to be immersed in the shopping journey in an innovative manner that provides them value and benefit far beyond the purchase itself. With the integration of Mastercard digital retail technology at DVF, visitors will be taken on a storytelling journey sharing details on the curation of her gallery and the featured women, as well as insights into the products and designs showcased. This includes:

  • A Picture Says a Thousand Words: Those exploring the in-store art gallery can leverage computer vision technology to learn of the custom curated stories on the selection of the woman and their contributions spotlighted in the DVF gallery.
  • Shoppers Get the Full Story: Discovery within the store based on QR codes shared throughout the store enable shoppers to discover the story behind the print, design and recommended styling methods, as well as additional product information.
  • Intelligent Tools for Store Associates: Store associates are given visibility on overall performance against specific commercial KPIs, object recognition via device to more easily share product information, and recommendations based on time of day, day of week, product demand and other variables

“We’re excited to be partnering with an iconic brand like DVF to further drive the dialogue around women’s empowerment and leverage our latest technology to make every in-store interaction unique and meaningful,” said Linda Kirkpatrick, president of U.S. Issuers, Mastercard.

When Women are Empowered to be In-Charge, Their Ideas Start Something Priceless

Together, DVF and Mastercard will kick off their partnership as Diane Von Furstenberg opens the studio doors for their 3rd annual celebration of International Women’s Day. With an open invitation to the community, this day-long series of events and panel discussions provide a platform for empowering conversation from female thought leaders including Diane herself. Cheryl Guerin, executive vice president of North America Marketing and Communications at Mastercard will speak on a panel at the event and a full schedule can be found here:

From there, the partnership will continue to drive dialogue and engagement through The InCharge Conversations presented by Mastercard which will include an event series to be held at the DVF Flagship throughout the year, as well as the launch of the DVF InCharge podcast on Spotify. The effort will amplify female voices across important topics including entrepreneurship, career, philanthropy, health, family, and finances, while also providing networking and mentorship.

As part of the larger partnership, Mastercard is honored to welcome Diane von Furstenberg to Mastercard’s Women Business Advisory Council, aimed at advancing the mission of women founders across industries with the support, mentorship, and insights they deserve.

Mastercard will bring other advisory council members to the In-Charge stage to address the challenges and solutions women entrepreneurs face. This partnership is part of Mastercard’s ongoing commitment to women small business owners and entrepreneurs, continuing to spotlight their ideas that are driving impact.



Mastercard is a global technology company in the payments industry. Our mission is to connect and power an inclusive, digital economy that benefits everyone, everywhere by making transactions safe, simple, smart and accessible. Using secure data and networks, partnerships and passion, our innovations and solutions help individuals, financial institutions, governments and businesses realize their greatest potential. Our decency quotient, or DQ, drives our culture and everything we do inside and outside of our company. With connections across more than 210 countries and territories, we are building a sustainable world that unlocks priceless possibilities for all.

Sarah Ely

+1 (914) 249 6714 |