Leed anaylsis(miumiu)

FASM 410 Prof. Knaus Diana Lee 001878575

Miu Miu was established in 1993 by Miuccia Prada. The name was conceived from Miuccia Prada’s family nickname.

In 2012, Miu Miu launched the Women’s Tales series. The campaign consisted of short films that were produced in conjunction with high-profile female directors. The outcome was a list of short, silent films that featured Miu Miu’s collections.

The first four short films premiered at the 69th Venice International Film Festival and were directed by Zoe Cassavetes, Lucrecia Martel, Giada Colagrande, and Massy Tadjedin. A fifth film that debut in 2013, was written and directed by Ava DuVernay and also starred. On March 14, 2013, a counter report of Prada in violating women’s rights was reported to Office of the United Nations High Commissioner for Human Rights Committee on Economic, Social and Cultural Rights. On May 17, 2013, a statement against sexual harassment and gender discrimination at workplace was released by the UN Committee.

In April 2013, an American Change.org petition against Miuccia Prada, collected over 200K signatures around the world. This petition was against Miuccia Prada for countersuing a victim for voicing her opinion against sexual harassment. This petition damaged the brand image. On May 28, 2013, The UN has backed former Prada employee Bovrisse over the sexual harassment and discrimination case of Prada. Vogue launched a news article, “Prada Vs The UN” with a comment, “Anyone who buys from the Prada and Miu Miu brands are supporting a culture of discrimination and power harassment.”

Set to launch its first fragrance in 2015, Miu Miu’s new venture is backed by the signed agreement between Coty Inc. and Prada. This is the first time that Miu Miu has expanded outside the fashion and accessories markets.

Miuccia Prada is an Italian billionaire fashion designer and businesswoman. She is the head designer of Prada and the founder of its subsidiary Miu Miu. The youngest granddaughter of Mario Prada, she took over the family-owned luxury goods manufacturer in 1978. Since then, the company has acquired Jil Sander, Helmut Lang and shoemaker Church & Co. In 2002, Prada opened her own contemporary art gallery.

In March 2013, she was one of the fifty best-dressed over 50 by the Guardian. In 2014 she was listed as the 75th most powerful woman in the world by Forbes. As of 2014, she has an estimated net worth of $11.1 billion.As of September 2017, she has an estimated net worth of $2.7 billion.

Prada’s first successful handbag design was in 1985.

It was a line of black, finely-woven nylon handbags. By 1989, she designed and introduced her first women’s ready-to-wearcollection. In 1995 she launched her first menswear line. The Miu Miu line was introduced in 1992 as a less expensive womenswear line inspired by her personal wardrobe. She named it after her own nickname, Miu Miu. In 1993 she was awarded the Council of Fashion Designers of America International Award. The following year she showed her collections in both New York and London fashion weeks. She had already been exhibiting at Milan fashion week. Bertelli, Prada’s husband, is responsible for the commercial side of products and Prada’s retail strategy.

The design house has grown into a conglomerate that includes labels such as Fendi, Helmut Lang, Jil Sander, and Azzedine Alaia. The company has expanded into leather goods, shoes, fragrances, and apparel for both men and women.

She is now the co-CEO for Prada, together with her husband.

What you wear is how you present yourself to the world, especially today, when human contacts are so quick. Fashion is instant Language.

- Miuccia Prada-

A brand from the Prada Not as complicated as Prada MiuMiu is immediate Much more naive Avant-garde Sensual and provocative High quality Simplistic haute couture

Market Anlysis

Unique Design style

Unfreindly

Growth of sector

New to the market

Fendi Heritage

Strong competitors in market

Size of Demographic

Limited iconic products

Alligned to social media

Global market growth

S W O T

Greater competition

Access to digital fashion Media

Falsification

Growth of social media

Economic issue

Celebrity endorsement

Loss of luxury label

SWOT Analysis

Classic

Tradition

Modern trendy

Casuality

Brand Map

MiuMiu Girls Age: 10 - 30 Urban area High/ Middle class Highschool/ College student Young career women Trend setter Vivid, Active, Trendy, Passionate Courageous for Fashion Sophisticated, stylish Confident

Target Customer

4 P’s

In 1993 Prada made its debut in menswear.

The same year Miu Miu was established. The target audience being sophisticated, stylish woman who love to stay ahead of fashion trends.

The product range includes, ready- to- wear apparel, bags, footwear, eyewear, accessories and fragrances. Miu Miu accounts for a significant share of the Prada Groups sales.

Product

Place

Handbag $ 1,200- 4,000

Price

Coat $ 2,400- 4,200

Shoes $ 290 - 2,000

Acc $ 195 - 800

Jewelry $ 240 - 2,850

Eyewear $ 380 - 620

Ollie $ 490 - 1,150

Risks

International Business Brand recognition Outsourcing Credit Liquidity Competitors

Opportunity

• Sources http://www.miumiu.com/content/dam/miumiu/2017/campaigns/ss17/photos/025.jpg/_jcr_content/renditions/original https://i.pinimg.com/originals/ac/4f/93/ac4f931294c91132ed96d60b8a1a6540.jpg https://www.pinterest.com/ pin/457889487105874657/ https://www.pinterest.com/pin/AaOWgrbWMX4_k5d9rtGjw-CXesDHm97jEhDkpPCFQcDvXS-5UQqEtSc/ http://wwd.com/fashion-news/shows-reviews/gallery/miu-miu-rtw-spring-11019274/#!65/miu-miurtw-spring-2018-64 https://www.slideshare.net/alkayadav566790/forecasting-presentation-56015700 http://blogs.brighton.ac.uk/sarahhenning/2017/05/09/miu-miu-brand-analysis/ http://www.pradagroup.com/system/pdf_ens/280/ original/e-Annual%20Report%202016.pdf

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