PRADA JA

Fratelli Prada Dated back to the beginning of the last century

The Prada brand dated back to the beginning of the last century: In 1913, Mario Prada opened an exclusive store in the Galleria Vittorio Emanuele II, Milan, selling handbags, travel trunks, beauty cases, tasteful accessories, jewelry and other luxury items.

Thanks to the innovative design of its goods, created using fine materials and sophisticated techniques.

Prada rapidly became a favorite of the aristocracy and the most stylish members of the hautebourgeoisie in Europe. I n 1 9 1 9 P r a d a b e c a m e a n official supplier to the Italian royal family; since then Prada has been able to display the House of Savoy coat of arms and knotted rope design in its trademark logo.

Over the years, the Prada name gained ever greater renown and prestige.

1 9 9 3

M i u M i u & Church ' s Establishment of new brands

I n 1 9 9 3 P r a d a m a d e i t s debut in menswear with its f i r s t m e n ’ s c l o t h i n g a n d footwear collection. That same year, Miuccia Prada’s creative inspiration led to the establishment of a new brand, Miu Miu, conceived for sophisticated, stylish women who love to stay ahead of fashion trends.

Miu Miu now creates women’s r e a d y - t o - w e a r a p p a r e l , handbags, accessories, footwear, eyewear and fragrances, and accounts for a significant share of the Group’s sales.

In 1993 Miuccia Prada and P a t r i z i o B e r t e l l i c r e a t e d “ M i l a n o P r a d a A r t e ” , which subsequently became “ F o n d a z i o n e P r a d a ” , t o pursue their interests and passions in the world of art and culture. I n 1 9 9 7 P a t r i z i o B e r t e l l i organized the Prada Challenge sailing team to compete for the 2000 America’s Cup and in the same year Prada launched its leisurewear range featuring the “Linea Rossa” (red line).

I n 1 9 9 9 , t h e P r a d a G r o u p acquired the classic brand Church’s, founded in 1873 in Northampton, England. The brand, specialized in highend handcrafted footwear, is a universally recognized symbol of British tradition and sophisticated elegance.

brand identity

design Prada Safiano (Lux) Leather For Prada's inspiration W h a t e v e r s h a p e t h e a n d S h a p e , t h e m o s t s t a n d a r d P r a d a l o g o characteristic feature of has had, it has always the wordmark is probably used only one color, the font. The letter “R” black, against the white has a distinctive line due background. to which it is immediately recognizable. Also, the Their fonts, If you take a letters “A” has unique look at the earliest Prada shape at the top. emblem you will notice And color,the choice that the typeface has not of color emphasizes the changed. The current idea of minimalism and wordmark features the refinement. same custom serif allcap font as the logo introduced in 1919. goal For Prada, both the experience and art are lacking the presence in communication of the brand to costumers. In order to develop the statement, the brand’s image is likely to be reinforced for those two factors and consequently strengthen the brand’s image towards the potential customers’ minds.

One of Prada’s most popular and historic leathers This gorgeous leather is made specifically of Calf leather with a uniquely designed diagonal pattern. In fact, this diagonal design is so unique and specially made it has been patented by Prada. Made with heat-stamped synthetic grain, Prada Safiano Leather is incredibly durable and resistant to almost anything- including water- making it the go-to choose for everyday bags. Women love the elegant style of this particular leather, but they love its resistance even more.

brand identity

design Vela Backpack

Constructed from smooth wipeclean black nylon, this robot s t u d d e d P r a d a b a c k p a c k i s presented as part of the label's new season collection. Fashioned with black and silver saffiano leather trims, this Prada backpack features an abundance of internal and external storage, making it the ideal choice for chic everyday wear. Securing with a buckle fastening fold-over top and drawstring closure, this charming backpack is lined with Prada's distinctive logo print lining and benefits from subtly lustrous silver-tone hardware and lightning bolt and star patch details.

design Nylon Shoulder Bag

In classic black, this bag sports multiple pockets so you can tidily separate your essentials. Secured with safety buckle clasps, your belongings will stay secured. Featuring a fold over top, a front zip fastening, an internal zipped pocket, an internal logo patch, a back zip pocket and an adjustable shoulder strap.

OUR brand equity Resonance sophisticated style, innovation,quality

Judgements "fearless" design RADA P OF Performance craftmanship, innovation materials, Salience Italy style, heritage, and innovative for brand

OUR brand equity Resonance sophisticated style, innovation,quality

Feelings forefront of style, idealistic, sexy OF Imagery

Miuccia Prada& Prada family, RADA Salience Italy style, heritage, and innovative for brand

brand wheel

Brand attributes Prada products have been always presented and interpreted as works of art. It has also become a recognized symbol of elegance, the very essence of fashion.

Brand benefits Premium price bags, ready to wear and accessories for daily use, with superior functionality and quality. Those products and have enduring value.

Brand values About 9.4 billion of business in 25 countries in the world, one of the successful global brands in the luxury fashion industry.

Brand personality Way of the expression of their elegance, creativity, individuality and memorable shopping experience. Consumers feel chic, successful and they demonstrate their importance.

brand identity prism

SWOT

Strengths 100 years history High end craftmanship Minimal fashion trend Good at making bags now reaching to all items Many production units across the globe

Weaknesses Customers having stereotype of Prada only makes bag RTW line is still weak compare to others brand

Opportunities More approachable products and reaching to younger generations

Threats Reliable qualities are not enough having to more focus on newish design Eurozone financial crisis

market performance and suggestion for future direction

The Italian fashion house, Prada, founded in 1913, specializes in luxury goods. Prada's earnings and income had been on a downward trend over the last number of years, however the company's, EBITDA and net income rose in 2019.There has been a growth in the number of Prada employees over the years, with the Milan based company employing 13,779 people in 2019.

The company specializes in luxury goods such as leather goods, clothing and footwear. In 2019, leather goods were the company’s largest category, with net sales from this category amountin g to approximately 1.8 billion euros. Prada had sales in Europe of approximately 1.23 billion euros in 2019. The company had 641 directly operated stores and 25 franchised stores that year.

The brand will be jointly run by Prada and Raf Simons. This partnership can revitalize the brand and revive customer interest. All brands and all regions have double-digit growth in full-price sales, driving the growth of ready-to-wear.

Important strategies in 2019

Markdown sale Wholesale channels are used in terms of geographic location and quantity. T h e s e d e c i s i o n s , a s w e l l a s t h e attractiveness of inter-generational product quotes, are consistent with the brand image, thereby enhancing the value of the product and optimizing the distribution channels for pricing policy control throughout the process. But reduced price sales beginning in early 2019 have resulted in some euros Net retail sales decreased by 110 million.

Prada for adidas Limited Edition Twenty-one outstanding supporters, Century Design proposes a brand's iconic material-a limited series of new products made of nylon. This pays tribute to the tradition of the two brands, marking the establishment of an important business alliance between the two companies. It focuses on the travel social club knowledge about contemporary culture.

For Miu Miu, two new episodes of the "Women's Story" film series were released. Consumer interaction with such intensive creative work isThe communication plan has invested a lot of financial resources to ensure the geographic and channel coverage of the communication is very broad regarding product, brand and group profiles. Investment has completed important projects to support the group's image and its store network. Purchased a prestigious building Madrid, a strategy aimed at securing an important position in the Spanish market, and acquired the related company Fratelli Prada spa in Milan now, the group has full control of the global retail network.

Established important partnerships with leading technology suppliers to assist in marketing and sales processes. The release of the Prada Re-Nylon capsule series aims to announce, the ambitious plan to transition from virgin nylon to recycled nylon and the signing of the "Fashion Convention" are leading companies in the fashion industry that are jointly committed to reducing the environmental footprint of the fashion industry.