Prada's Brand News

It is said that the luxury goods business is a long-distance run. Even though Gucci once had an unprecedented degree of discussion, it is now obvious that the stories written by Renaissance have made consumers feel tired. On the other hand, BALENCIAGA, who frequently makes explosive models, has always attracted topicality with strange taste, but has also received negative comments from the face. It seems that in the cruel business world, in the face of elusive consumer tastes, the challenges and competition faced by luxury brands have become fierce.

Today, we are going to talk about PRADA who is now trying to return to the first echelon of luxury brands.

Prada, a brand that has become an Italian luxury goods giant by virtue of nylon manufacturing, but perhaps in the minds of most consumers, this brand's discussion in recent years seems to be not as loud as a The Devil Wears Prada. Because Prada, which has a family-oriented management model in the past few years, has not had fancy marketing and has not followed the trend, so in the market dominated by street culture in the past few years, it has been deeply troubled by product aging and performance decline. Prada group co-CEO Muccia Prada and her husband Patrizio Bertelli also recalled that in recent years due to design and business errors, their performance has lagged behind their peers.

The Prada Group reviewed its business in 2016 and gradually tried to improve sales performance by renovating stores, testing new retail pop-up stores, and proposing digital marketing strategy Prada365. But despite this, the brand recovery process is still very slow, and the main reason is still related to Muccia Prada.

What kind of person is Miuccia Prada?

1988 Prada FW womenswear

Miuccia, who has a doctorate in political science, comes from a wealthy family in Milan. She had joined the Communist Party as a student and also studied pantomime with a teacher. In 1978, she took over the Prada Group in the trough from his grandfather Mario Prada, and pushed the name Prada to the wave with the nylon backpack introduced in 1985. In 1988, with the encouragement of her husband and current company president Patrizio Bertelli, she launched the first women's ready-to-wear collection, followed by the men's collection and the Miu Miu brand named after her childhood in 1993.

With a background in academic research, she is always good at integrating culture, politics and art into her fashion philosophy. It is undeniable that the temperament revealed by the entire brand is completely consistent with this arbitrary helm, does not blindly cater to young consumers, and always maintains a low-key luxury sense of alienation.

Miuccia is an arbitrary ruler, she adheres to feminism, prefers art, and dislikes the established rules of the luxury industry. And these qualities also created Prada's unique business rhythm.

In addition to staying maverick in design, the Prada Group's approach to combining fashion and art is also different from other competitors. As early as 1993, Miuccia Prada and Patrizio Bertelli founded the Prada Foundation to collaborate with many curators on art projects. When Louis Vuitton, Gucci and other brands continued to launch collaboration series with artists to attract the attention of young consumers, Prada's Shanghai Rongzhai renovation project started in 2011 was officially completed and opened to the public. Due to the special significance of Rongzhai to China's modern history, Prada's influence has far exceeded the luxury industry, and it has quickly attracted close attention from all social and cultural circles.

Prada's Foundation Milan Hall

Today, the luxury industry is about to return to high-level sense that has been mentioned as one of the global discussion topics. In the previous article, "No culture is not worth buying luxury goods?" It also pointed out the concept of "new luxuryism", and the cultural movement to cultivate consumer desire has become one of the means of the luxury industry, and Prada, who has been quietly cultivating in the field of culture and art, finally finally ushered in a ray of dawn last year.

According to Prada's financial report for the first half of 2019-2020, performance is picking up, and brand turnover has increased by 4% to 1.28 billion euros, accounting for 83% of the group's total sales. During this period, the entire retail business is showing positive growth.

But to say that the brand is determined to step out of the water and instead emit an iconic signal than last year announced that Cai Xukun was newly added to the brand spokesperson lineup, and released the 2019 autumn and winter men's series advertising blockbuster of human almost directed by artist Cao Fei and starring Cai Xukun. Even a billion-dollar market value group like Prada cannot escape the business routine of the capital era and choose to embrace idol culture and seize Chinese consumers.

When the timeline came to this year's autumn and winter fashion week, Prada, who came out of the contradiction period, contributed to the successful show. Whether it is the show's creativity or the design of the ready-to-wear, it can be clearly seen that Miuccia, who likes to sing the opposite of the mainstream, is also trying transformation adheres to the meaning of high fashion, and at the same time does not forget to pay tribute to the future with pragmatism.

In the women's autumn and winter series of Milan Fashion Week, with the strong appeal of Blackpink member Lisa, this big show has become the focus of attention of the major media from the beginning. (It seems that Prada is becoming more and more familiar with the use of traffic for marketing.) At the same time as the site selection of the 2020 autumn and winter menswear series, the old friend AMO designed a three-dimensional surreal space in the Deposito Auditorium. There stands a sculpture similar to ancient Greek mythology, which also confirms from the side that the fusion of classicism and surrealism is the concept that the brand wants to present this year. The commonality between space architectural design and fashion design is the first point that attracts me.

As we all know, most brands have long made men's and women's series into one, but the stubborn Miuccia has always insisted that the men's and women's clothing series be held separately, but the elements and style of the two series will remain the same. In the 2020 show, we can see the popular wide-shoulder blazers, knitted sweaters, and mini bags that become ornaments. This is an extremely pragmatic and well-selling series. But despite this, Miuccia has not lost her attitude. Beaded tassels, floral embroidery on fiber yarn, Prada prints, strong women can still be full of charm. No one can win Miuccia in the examination of female power.

As a result, the style has changed, and in the early hours of February 24th, Beijing time, Prada, who had just finished the big show, quietly launched the Tmall flagship store, and even started a "price war", such as the price of 3536 yuan after the 2020 spring and summer classic nylon coupon Lower than other direct mail platforms. At this node of the epidemic, this move to overweight the Chinese market may be forced by frustration or may have been premeditated, and can only be said to be both an opportunity and a challenge.

Almost at the same time, Raf Simons joined Prada's news screen. Its first joint design series will also be unveiled in September this year and Milan's spring summer 2021 fashion show. All kinds of articles such as words fill the screen, and in just one week Prada has a compact pace and constant popularity.

But the depth of the water behind the fashion business and the unpredictability of change are actually accurate answers among various accounts. Objectively speaking, the well-established Prada needs Raf's subcultural perspective and cool mantle. Raf, which is difficult to expand its own brand, also needs a capital support. But if we talk about one or two from an emotional point of view, maybe this is the last bet on two frustrated people in the commercial battlefield. They have a strong self-awareness and the same artistic qualities. Even if they express aversion to business rules, they also Paradoxically want to create value in the business system.

View more Prada's brand fashion styles: https://www.popfashioninfo.com/styles/bra_115083/