Italian fashion outlet prada have an intuitive appreciation for what makes women tick, but perhaps you wouldn't assume that ticking to come in the form of a shopping assistant that is computerized. You're right, the next time you pop into a Prada bag sale you could be forgiven for thinking you'd stepped into the future, with so many futuristic inventions ready and waiting to improve your exquisite shopping experience. Bag shopping has turned futuristic for Prada, and for some fashion journalists and fashion aficionados, it's just in time.

In a new era populated by internet connections, artificial intelligence and wireless technology, it is no surprise that Prada, often the innovators in terms of fashion, are growing their expertise in the direction of technology. The clear, liquid-crystal doors on Prada changing rooms were the very first step, dimming for privacy as soon as a lady enters. But that's the stylish, mindful side of the bargain.

Today, the inventiveness is a lot more obvious and, some may say, intrusive. Yes, the next Prada bag you acquire in the sale could well have been decided upon for you, via communication between the sales tag and the sales associate's hand-held computer. That communication also signals the back-stage warehouse, and consists of many things from sizes and colouring, to your past purchases, purchasing habits and indeed the refunds you got (not to mention many a intricate detail which the Prada shop assistants chose to note own about your last visit to the store).

So today, a prada bag sale consists of 'radio frequency identification', which is the name for the technology found in the tag on the items for sale. This tag is where data about sizing, colour, colour-matching and style is stored. Your helpful, smiling sales colleague is then prone to whipping out a hand-held computer, placing it against the tag and downloading all of the information that forms your commercial fingerprint.

The sales staff will be able to tell what kind of Prada bag appeals to you, and administer a sale dependent on the other items in your shopping history, very efficiently building up 'virtual wardrobes' by which your interests, likes and disliked can be properly indexed. Based on this information, you will also be invited - and this is where a multitude of the concerns about the supposed benefits of this new technology begin to mount - to take out a contract for a store card which will help them and you keep tabs on your relationship and dealings with Prada.

One Prada bag you may not be disinclined to be convinced to buy is the famous messenger bag, with its exterior zipper pocket, stunning Prada logo monogram on the interior lining. One card you won't mind the sight of can be the essential Prada authentication card, confirming that lasting statement of fashion excellence and haut couture styling.

Whatever we believe about the benefits of this new technology, the likelihood is, as with all Prada inventions, that they will shortly become the norm for many a retailer, keen to make that added push towards comfort and availability for its shoppers. One thing's for sure, shopping in the Prada bag sale will never be the same again.