I'm all for dunking on Prada, but that's probably not a bad use case for one of those PoA chains. There are multiple competing luxury brands on it I'm guessing, they trust each other to a degree, but the volume, legal stuff and whatnot mean you need a single source of truth and immutability after approval. So blockchain probably beats the headache of trying to manage everyone's access in some multi-tenancy cloud database environment.
The way those secure NFC tags (the ones inside the bag) are resistant to cloning is also kinda neat.
But yeah, in spirit it's obviously a multi-tenancy private database, that goes without saying.