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Prada

Prada is an Italian luxury fashion house founded in 1913 known for leather goods, accessories, clothing and perfumes. It has over 386 boutiques worldwide and generates $8.6 billion in annual revenue. Prada cultivates an image of elegance, prestige and social status through high quality materials, limited availability, and flagship stores designed by renowned architects. However, recent expansion has led some to argue Prada risks losing its exclusivity and damaging its luxury brand image through ubiquity.

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satyesh desai
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487 views25 pages

Prada

Prada is an Italian luxury fashion house founded in 1913 known for leather goods, accessories, clothing and perfumes. It has over 386 boutiques worldwide and generates $8.6 billion in annual revenue. Prada cultivates an image of elegance, prestige and social status through high quality materials, limited availability, and flagship stores designed by renowned architects. However, recent expansion has led some to argue Prada risks losing its exclusivity and damaging its luxury brand image through ubiquity.

Uploaded by

satyesh desai
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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LUXURY BRAND

MARKETING
The World of
PRADA
What is luxury?
Greatcomfort,especiallyasprovided
by
expensiveand beautifulthings
Somethingexpensivethat
ispleasantto have but is not
necessary

`Source : Luxury defn. Merriam Webster


How are Luxury Brands Different?
Enjoy very high brand awareness
Company size may only exist between small to
medium
Brand presence across the globe
Have extravagant FLAGSHIP stores
Availability is limited, difficult to procure,
expensive
HOW LUXURY BRANDS CONNECT?

Perceived Quality
Price
Place
Pedigree 7 PS
Public Figure
Presence
Promotion
he World of PRADA
INTRODUCTION
Italianluxuryfashion house, founded in 1913 by
Mario Prada
Headquartered Milan,Italy
Specializing in leather handbags, travel
accessories, shoes, ready-to-wear, perfumes ,etc.
Over 386 worldwide boutiques
[Stastica.com,2016]
$8.6Billion Market Cap [ Forbes, May 2016]
$3.91 B Sales [Forbes, May 2016]
BRAND IMAGE
The PRADA brand exhibits:
Elegance
Prestige
Social Rank
Chic
Consumers buy PRADA when:
fashion trends
Change of season
PRADA consumers expect:
High Quality
Class and wealth
Luxury
Prestige
Social Rank
POD
Visual Identity/Architecture 6 stores, designed by
Prada (NY, Tokyo, San Francisco etc.)

Singularity: new materials in each new collection

Special collections designed for some stores


PRICE
PRADA has many products with varying price
levels

Purses: $400- $3,000


Shoes: $300- $600
Apparel: $200- $1000
Sunglasses: $200-$300
Fragrance: $50- $150
Skin Care: $50- $150
FLAGSHIP STORES
FLAGSHIP STORES
FLAGSHIP STORES

The original Prada shop in


Galleria Vittorio Emanuele
II (1913)
HANGZHOU,Chi
na
FLAGSHIP STORES

Prada
Transform
er
PROMOTION
FASHION SHOWS
MEDIA Ads
MAGAZINES Ads
TRAVELLING ART GALLERY
FASHION SHOWS
PRADA FASHION WEEK 2017

..\Downloads\Prada Fall-Winter 2017 Men's and Women's Show.mp4


MEDIA Ads
2016 Advertising Campaign
365 CAMPAIGN (2017)
MAGAZINE Ads
Travelling Art Galley

Prada is leaving its mark on Milan's artistic


landscape

A rich exhibition and cultural events


programme is planned
PUBLIC FIGURE

Natalie Portman Eddie Rayder Daria stokous


BUSINESS MODEL
PRADA SALES DECLINE

Source :https://www.ft.com/content/73ea7a25-720b-397e-a560-
6a40c1508a5d
PRADA in DANGER!!
"Ubiquity is the death of all
luxury brands.
Beginning in 2012, the company has been
on a madexpansion pathto open 260
stores, focusing on the emerging BRICS
markets
Devaluing Their Brands, to gain market
share
EFFECT :
Loosing exclusivity
REFERENCES
http://www.forbes.com/companies/prada/
http://www.prada.com/en/collections/advertising-campaign/archive.html
http://www.vogue.co.uk/brand/prada/
http://www.fashiontimes.com/articles/27114/20160719/prada-reveals-fall-winter-201
6-ad-campaign-lensed-by-steven-meisel.htm
http://www.10magazine.com/news/prada-unveil-prada365-their-new-advertising-stra
teghttp://www.pradagroup.com/en/group/business-modely
http://www.telegraph.co.uk/travel/destinations/europe/italy/lombardy/milan/articles/P
radas-new-arts-centre-to-open-in-Milan/
https://en.wikipedia.org/wiki/Prada_Transformer
http://www.racked.com/2015/1/8/7562101/prada-sales-decline
https://www.ft.com/content/73ea7a25-720b-397e-a560-6a40c1508a5d

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