MIU MIU Marketing Report

MIU MIU 1

BRAND MARKETING AUDIT BY GABRIELLE MORTON

CONTENTS

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Executive summary ........................................................................................4 Brand History..................................................................................................6 Brand Timeline...............................................................................................8 Brand Equity and Visual Identitty (AAKERS)..................................................10 MIU MIU Women’s Tales................................................................................12 Marketing Mix................................................................................................14 Consumer Segmentation...............................................................................16 Competitor Analysis......................................................................................18 The MIU MIU Lifestyle...................................................................................20 Micro and Macro Factor Analysis..................................................................22 SWOT Analysis..............................................................................................24 Recomendations...........................................................................................26 Advertisements.............................................................................................28 Bibliography..................................................................................................30

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Figure 1: Brand Identity collage made by me using photoshop

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EXECUTIVE SUMMARY. This report is an exploration of one of the most exciting and upcoming brands in fashion. MIU MIU was founded in 1993 by the inspirational Miuccia Prada and her Prada Group. MIU MIU has created the dream luxury lifestyle of every aspiring ‘it girl’ and celebrity. This report works to inform how MIU MIU has transpired from an idea to becoming one of fashions biggest success stories. From a mixture of primary and secondary research I will explore the strategies used for their successful promotion, advertising and customer relation techniques.

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BRAND HISTORY 6

Image From: https://www.americansunglass.com/blogs/ news/american-icon-miuccia-prada

MIU MIU is a luxury brand that exists as a subsidiary of Prada.

The brand was founded in 1993

by Miuccia Prada, youngest granddaughter of Mario Prada who founded the company in 1913.

Miuccia is an unlikely character to be creative director of the group. She graduated with a degree in political science, joined the communist party and trained to be a mime artist. Miuccia took over the family luggage company ‘Prada’ in 1978, expanding the company into womenswear and eventually menswear in 1995. Miuccia Prada has earned great respect amongst fashion professionals in the industry, described to have “transformed her family’s modest leather goods house into one of fashion’s ready to wear powerhouses.” (The Business of Fashion, 2017) Head quartered in Italy, Prada is the crown jewel of what is now known as the Prada Group, which controls MIU MIU, Car Shoe and Churches.

Fashion Week Calendar. This was a significant move in the brands history as it demonstrates that MIU MIU had become strong enough to exist without the boundaries of Prada, it had become a well respected house in its own right.

MIU MIU’s success has been evident from the beginning.

In 2012, MIU MIU expanded into new territory launching their first fragrance. MIU MIU is famous for having a string of young Hollywood starlets attached to their image such as the Fanning sisters and Amanda Seyfried. MIU MIU have successful markets in Ready to wear Apparel, bags, footwear, eyewear, accessories and fragrances. MIU MIU also have a successful series of films called the ‘women’s tales’, aimed to celebrate women and the brand. They have certainly branched out into many mediums leaving them as an extremely successful brand.

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The Prada Group state that MIU MIU was created as an “unrestrained portrayal of Miuccia Prada’s creativity” (PradaGroup, n.d.). The name of the brand ‘MIU MIU’, comes from Miuccia Prada’s own personal nickname, adding to the fact that this brand has been developed as an extension of Prada’s unique personality and creative identity. The brand gives designer Miuccia the freedom to display her own distinctive style rather than keeping to the traditional constraints of Prada and her grandfathers legacy.

The first store opened in Via Della Spiga, Milan’s most opulent shopping quarter. With the background of the well respected Prada Group, MIU MIU had no trouble gaining popularity amongst the rich. In 1995 the label showed it’s first collection at New York Fashion Week, they used super model Kate Moss to front the show, instantly gaining attention for the brand amongst the fashion scene and young Hollywood.

As the brand gained more success, they left to join the Paris

Image from: www. eyeweardiary.com

1992: MIU MIU is launched by Miuccia Prada, t he brand to be known as Prada’s

1995: MIU MIU makes it’s debut at NYFW. Kate Moss fronts the collection.

‘naughty little sister.”

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1993: MIU MIU’s first store opens in Via Della Spiga, Milan.

Figure 2: Brand History Timeline

2004: Madonna’s personalised MIU MIU boots used in her tour make the headlines.

2006: MIU MIU become a permanent fixture at PFW. 2009: MIU MIU opens it’s first idependent store in China.

2012: MIU MIU’s ongoing ‘Women’s Tales’ series begins.

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2007: Kristen Dunst is the face of MIU MIU for a theatrical campaign.

2012: MIU MIU launches it’s first fragrance, branching into new territory.

2017: Sloane Street store in Londonlaunches made to measure shoe service.

EXECUTION

The unique feature of the brand is that it exists as a creative outlet for Muiccia Prada’s personal vision. It is intended to be an extension of her own creative freedom, completely different to the careful designs at Prada. It is fun and youthful and sometimes a little bit naughty, giving legitimacy to the nickname “Prada’s naughty little sister.” The brand is intriguing due to it’s innovative edge and appealing to customers who aren’t afraid to experiment with style. MIU MIU seeks to lure it’s customer by creating an aspirational lifestyle, a lifestyle that their clothes fit into.

MIU MIU’s advertisements feature in luxury fashion magazines and publications. They also advertise their fragrances in television adverts. On the internet, they use Pop ups and their social media presence to advertise and promote the brand. Their short film series, ‘Women’s Tales’ also works to communicate brand awareness. Lastly, the use of celebrity endorsements works to promote the brand to their fanbase thus targeting a wider audience.

VALUE PROPOSITION:

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MIU MIU have a unique accessories range, in particular their distinctive sunglasses.

MIU MIU’s most popular products lie in the accessories market. According to a recent report, “International luxury brands continue to dominate bags and luggage in Japan”(Anon.2017), this is important as Japan is one of MIU MIU’s key target demographics. This makes for a successful product due to the demand from consumers to keep up to date with trends.

BRAND POSITION MIU MIU exists on the luxury fashion and accessories market, it’s most popular customers are celebrities and high end consumers. China offers MIU MIU luxury consumers on a large scale, the company have focused on expansion of their stores there in response to this.

CONSISTENCY OVER TIME MIU MIU maintain a consistent image, they regularly use young Hollywood starlets in their advertisement campaigns.

The logo is consistent and always displayed somewhere on their accessories. The brand has upheld the same youthful and playful vibe that began in the 1990s.

BRAND SYSTEMS MIU MIU use a consistent advertising strategy. They select models and celebrities to endorse products based on them being the ideal customer and representative of the brand.

BRAND LEVERAGE MIU MIU launched their first perfume in 2015, the first time the brand has expanded outside the fashion and accessories market.

Image From: http://www.vogue.co.uk/shows/autumn-winter-2017-ready-to-wear/miu-miu

AAEKERS MODEL.

BRAND IDENTITY:

TRACKING BRAND EQUITY Celebrities are a loyal customer to MIU MIU. The Chinese and Japanese markets also are an extremely successful market for the company. Young women who are considered to be high end consumers are also loyal to the brand.

BRAND RESPONSIBILITY As a subsidiary of Prada, MIU MIU have the responsibility of upholding the image of a well established and respected fashion house. MIU MIU itself has become a respected member of the high fashion world due to it’s professionalism and innovative outlook. They have maintained a well respected image in the media.

BRAND INVESTMENT MIU MIU installed customer wifi in their stores in 2015. This saw to make the customer experience more welcoming. In the London store on Sloane Street, they launched a made to measure shoe service. This service creates a personal relationship between the customer and the brand and adds to the exclusivity to the purchasing experience.

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Miu Miu F/W 2016 Advertising Campaign: Amanda Seyfried photographed by Alasdair McLellan and styled by Katie Grand at Houghton Hall.

MIU MIU use many methods of promotion. The brand takes part in four runway shows a year, Spring/Summer, Resort, pre-fall, Fall. The shows have been held in Paris as from 2006, solidifying the brands identity away from Prada. MIU MIU have also established their own series of short films. The Prada group describe them as a “short-film series by women who critically celebrate femininity in the 21st century.”

(Miumiu.com, 2018) The films work to sell the all important lifestyle that MIU MIU work hard to create.

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Commissioned for Baz Luhrmann’s film adaptation of F.Scott Fitzgerald’s, ‘The Great Gatsby’, Miuccia Prada reworked 40 dresses from the MIU MIU and Prada’s archives to create stunning 1920s costumes. Prada collaborated with the movies head of wardrobe Catherine Martin. This was new territory for Prada who told Vogue, “I usually try not literally reference periods in my work, because that’s not the way I think.”

(Karmali, 2012) This brought the brand to the big screen, promoting to a whole new audience. more recently MIU MIU’s classic sunglasses are worn by Charlize Theron in the 2017 movie Atomic Blonde. Theron wears their 3QS sunglasses in the action film, emphasising the action packed element to the MIU MIU girl’s hectic and hedonistic lifestyle.

MIU MIU also design clothing for celebrities to wear on the red carpet and high profile events like The Met Gala. This further promotes the identity of the brand of being the chosen outfitter of young Hollywood.

MIU MIU communicate directly with their customer with the option to sign up to a newsletter that is sent to the customer by post and email. The newsletter contains information on new collections, events and provides inspirational content.

MIU MIU are very committed to celebrity endorsements and creating a relationship with their celebrity customer. MIU MIU has used a lot of famous faces in their promotional advertisement campaigns. In more recent times, women such as actresses Elle and Dakota Fanning and young pop star

Hailee Steinfeld. MIU MIU feature a young celebrity in nearly all of their advertisements, they use this to promote the youthful aspect to the identity of the brand, adding to this all important image of MIU MIU being Prada’s fun younger sister.

Miu Miu and Prada have a team of public relations officers who monitor and respond to issues regarding the press. MIU MIU have experienced three high profile PR hiccups during it’s time. Firstly, their campaign featuring a 14 year old, Hailee Steinfeld, sitting on a railway track received backlash for promoting an unhealthy lifestyle. The advertisement was banned by the ASA and Prada SPA were warned that we told Prada SpA to ensure future ads did not include images that inappropriately sexualised young women or were likely to cause serious offence.” (BBC.co.uk, 2018) In 2014, MIU MIU found themselves again in a sticky situation over the advertisement campaign shot by Steven Miesel, featuring 22 year old actress and model Mia Goth. Again, the ASA banned the advertisement from the UK for over sexualising a minor. The shot showed Goth dressed to give the impression of being 16 or younger looking disheveled in a bed.

In more recent times, MIU MIU has been accused of mocking the holocaust with their Fall 17 collection. Clothing was embroidered with offensive yellow star badges displaying names like ‘John’ and ‘Alaine’. Due to backlash MIU MIU were forced to pull the designs from their collection.

PRODUCT MIU MIU exist within the luxury women’s fashion and accessories market.The brand is known for their iconic sunglasses and heavily embellished handbags and accessories. Accessories are MIU MIUs star product and have a heavy focus within advertisement campaigns. Their ready-towear is experimental and rebellious in design and carefully thought out to uphold the brands identity. The brand has also launched its first fragrance in 2012 and has since launched more.

Sketch by Muiccia Prada, image taken from: http://ftape.com/media/the-great-gatsby-x-prada-and-miu-miu/

PROMOTION:

MARKETING MIX.

Banned MIU MIU Campaign featuring Hailee Steinfeld, Image from: http://www.eonline.com/news/277045/hailee-steinfeld-s-miu-miu-adbanned-in-britain-but-not-for-the-reason-you-think

MIU MIU has grown to exist on a global scale. The Prada Group products are sold in more than 70 countries worldwide. The empire includes 613 directly operated stores (DOS) (as at July 31st, 2017) and a select network of luxury department stores, independent retailers and franchise stores. (Prada Group, 2017) There are approximately 164 independent MIU MIU stores worldwide.

The store also features E-Commerce sights such as Yoox, The Outnet and Nordstrom. MIU MIU’s stores and featuring within luxury department stalls allows them to target the high end market in which their customer exists in. This protects the exclusivity of the brand. The products are also very expensive, adding to the reasons of why a feeling of luxury is expected.

PRICE The brand uses set prices. Prices are set in a psychological method in order to convince the customer they are getting a better deal. For example on their website, a blouse costs £1,790 instead of £1,800. Another item £2,080 instead of £2,100. This technique fools the customer into feeling the price is fairer. They do sale reductions in the sale section, between 40 and 50 percent off.

best-dressed/

offensive garments pulled from the 2017 fall collection, image taken from: http://i.dailymail.co.uk/i/pix/2017/08/24/22/43884B0F00000 578-0-image-a-22_1503610182148.jpg

Actress Margot Robbie wears MIU MIU at the SAG awards. Image from: http://fora.mtv.ca/2018-sag-awards-

PLACE

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“It’s Getting Late” by Massy Tadjedin Image from : http://www.miumiu.com/en/ women_tales/4/behind/photos?ccITWomen’s Tales #4

14 ‘The End of History illusion’ by Celia Rowlson-Hall, Image from: https://www. thecut.com/2017/08/miu-miu-womens-tales-film-14.html

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9)“De Djess,” directed by Alice Rohrwacher, Image from: https://www.balharbourshops.com/fashion/culture-watch/3884-miu-miu-s-women-s-tales

Miu Miu x Crystal Moselle “That One Day”, Image taken from: http://openers.jp/article/1504344

Miu Miu is primarily aimed at women, in particular young women. In the style magazine describe the MIU MIU girl as someone that “escapes neat classification or obvious stereotype. Her multivalent personality traverse categories of career and social class, just as her beachwear sets up markers of femininity only to confound them.” The brand aims to inspire a contemporary society therefore millennials are a massive customer for the brand.

PSYCHOGRAPHIC

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The brand aims to attract young spontaneous women who are interested in experimenting with style - those who aren’t afraid to push boundaries. MIU MIU is different because it creates an identity for it’s customer, telling the customer how they should behave and how their lifestyle should evolve to fit with the brand. It creates an ideal, a fantasy world in which young women can connect with and invest in.

BUYING BEHAVIOUR Customers buy MIU MIU products due to the guaranteed quality of the brand. Buying their products is a luxury experience and due to the brands high regard in the fashion world, wearing the brand gives an illusion of high status. For those who can’t afford the price tag of MIU MIU’s clothing, their accessories especially eyewear means everyone can access the brand and aspire to be like the celebrities that endorse the products.

Miu Min Croisière/Resort 2018 ad campaign with Anna Ewers, Doutzen Kroes, Elle Fanning, Joan Smalls, Kesewa Aboah, Lily Nova, and Slick Woods, all photographed by Alasdair McLellan on the racetrack at France’s Autodrome de Linas-Montlhéry. Miumiu.com

DEMOGRAPHIC

CONSUMER SEGMENTATION.

EMERGING MARKETS Since 2009, MIU MIU has seen massive expansion into the Chinese and Japanese markets. Between 2013 and 2015 MIU MIU has opened 42 new stores in China. Asia has become an important market for the Prada Group as a whole due to consumers their having high levels of disposable income to spend on their products. This new market launched MIU MIU into opening an amazingly architectured store in Aoyama in 2015, designed by famous Swiss architects Herzog and de Meuron.

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Image from: http://www.miumiu.com/en/campaigns/ fw17/photos?cc=IT

Chinese actress Ni Ni wears MIU MIU for a Chinese fashion magazine. Image from: https://onehallyu.com/topic/288641-goddess-ni-ni-forself-magazine/

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Figure 6, The MIU MIU customer Moodboard

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HIGH PRICE LOW QUALITY

HIGH QUALITY

LOW PRICE

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Figure 3

COMPETITOR ANALYSIS.

Miu Miu’s main competitors are youthful brands such as Moschino, Chloè and Valentino. This is due to their image as young and rebellious brands sometimes focused on rebellious fashion for those who aren’t afraid to experiment with style. Moschino and Gucci are large competitors in the accessories market due to their similar product offer. Both use heavy embellishment and wacky design that thinks outside the box and challenges the fashion ‘norm’.

In a survey I carried out, 50% of people said that they believed luxury fashion brand Moschino had the most similar product offer to MIU MIU. When asked why, one person stated that this is because of the “heavy and fun embellishment” of Moschino’s accessories being similar to the designs on Miu Miu’s. 40% said that Chloe was the most similar to MIU MIU, due it it’s “youthful and fun” image. The remaining 10% said that Vivienne Westwood was the main competitor of MIU MIU due to the “rebellious and anti-fashion” statements seen within it’s products.

MIU MIU also faces competition from the high street. Brands such as Zara, Topshop, H&M and even Primark work hard to produce catwalk looks at a more consumer friendly price tag. 60% of the people I asked said that they would most likely go to high street store Zara to find items that they believe would mimic the MIU MIU look. Last year, Primark created a shoe almost identical to MIU MIU’s £525 shoes. The Primark version was retailed at £8.00. The difference in price creates great competition for the brand as different markets compete to create the MIU MIU look.

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Figure 4

MY SURVEY RESULTS

In your opinion, which luxury brand has the most similar product offer to MIU MIU?

If you wanted to buy something that is similar to a Miu Miu product but at a more affordable price, which high street store would you go to?

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Figure 5

P E S T E L

Political issues can have a major impact on a brands sales. The Prada Group (which includes MIU MIU) claim that their profit drop of 27% in 2016 was primarily to be blamed on terrorism. They blamed the attacks in Paris and France to be a major reason for their fall in sales. Luca Solca, who is managing director of luxury goods at Exane BNP Paribas disclosed in an email to Fortune that “postponing travel to Europe may mean they postpone their luxury spend too.” (Zillman, 2016) Consumers flock to Paris for the unique luxury spending experience. However, terrorism is preventing people from making the trip and taking their money elsewhere.

As for economic factors that effect MIU MIU, the Japanese economy has effected their sales in the region. Sales fell by 14.2% and according to Prada Group’s 2017 financial report this was due to “a decline primarily in local demand, but also in tourist spending.”( Prada Group Financial Report, 2017) MIU MIU saw their net sales fall by 9.9% at current exchange rates, this was due to the closing down of 8 stores thanks to the rise of consumers shopping online. According to MIU MIU they respond to this issue by “a balanced offer in terms of price ranges”. (Prada Group, 2017)

The social impacts on the brand come from the rise of the millennial consumer. The millennial consumer is a very important customer as they hold most of the purchasing power on today’s markets. However, millennials are proven to wanting low prices providing good quality. This has seen the rise of fast fashion brands such as Zara and H&M who recreate high fashion trends and sell them at a cheaper and more accessible price. This brings the exclusivity of brands like MIU MIU away, due to shoppers being able to recreate their collections at a cheaper and more agreeable price. Consumers were sympathetic to sustainable practices but were unwilling to compromise on price. In a study by the financial review in Hong Kong on consumer habits it was found that, “when they have access to clothing that allows them to feel stylish for a low price, they are unwilling to change their habits.” (Joy, 2013) This has a growing effect on brand loyalty amongst MIU MIU’s customer.

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The rise of technology has seen great progress for the brand. MIU MIU have launched e-commerce in all markets. This allows MIU MIU to reach a wider range of customers on a global scale, increasing the Countries who have access to the brand through global shipping.

In tackling the rising problems of the environment and sustainability, the Prada Group have responded by launching a new website that sets out the company’s commitment to “corporate social responsibility”. (Steinfeld, 2015) The company claim to use 40% recycled paper in packaging used in all brands attached to the group. They also claim to be reducing their emissions within their factories, in 2014 they reduced this by 596 tonnes.

A major legal issue that is effecting luxury brands is the rise of counterfeit goods. Fakes of MIU MIU’s accessories such as their sunglasses and handbags are commonly found in markets and online forums. CEO of the Prada Group Patrizio Bertelli, said in an interview during a bloomberg television interview that “Fake goods aren’t totally bad, at least it created jobs at some counterfeit factories, we don’t want to be a brand that nobody wants to copy.” (Alexander, 2012) This shows the Prada Group to feel the threat of counterfeit goods on their brand is viewed to be extremely minimal.

/ku.oc.raguspop.www//:sptth :morf nekat egamI 68608234-yawnuR-7102-llaF-uiM-uiM/noihsaf

Image from: http://www.whowhatwear.co.uk/elle-fanning-miu-miu-campaign-2017

Image taken from the Prada Group website, stating their social responsibility. https://www.pradagroup.com/en/group/social-responsibility.html Image from: https://thetattooedgeisha.wordpress. com/2014/01/29/miu-miu-ss14-collection/

Image from: https://www.instagram.com/bergdorfs/?hl=en

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Images taken from the Love Magazine x MIU MIU Party: https://www.popsugar.co.uk/celebrity/photo-gallery/44026201/image/44043467/LOVE-Magazine-xMiu-Miu-Party

S.W.O.T ANALYSIS STRENGTHS: MIU MIU have an extremely loyal customer base, this is due

to the high quality of Italian craftsmanship that their products hold. MIU MIU hold a very respected position in the fashion industry demonstrated by their place at Paris Fashion Week. MIU MIU also hold extremely strong advertising campaigns due to their careful selection of celebrity women to be ambassadors for the brand and uphold the MIU MIU image. MIU MIU also hold a large social media following with 4.9 million followers on their instagram account.

WEAKNESSES: MIU MIU’s exclusivity could stop them from reaching a

wider audience. Their prices are too high for average consumers, leaving it only accessible by high end consumers. MIU MIU’s series of PR disasters are a weakness for the brand, they are constantly accused of over sexualising young models and sending out a dangerous message to girls. The also hold limited access, In the UK there are only 5 stores, four which are in London and one in Scotland, this means that MIU MIU miss out on attracting wealthy consumers from the rest of the country.

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OPPORTUNITY: MIU MIU have the opportunity to expand their

customer demographic by opening more independent stores and concessions. Also as more and more millennials wish to purchase luxury accessories, MIU MIU have the opportunity to jump on this by creating a more affordable accessories range. Currently, a MIU MIU handbag costs it’s customer close to £2,000.00. MIU MIU could further broaden their social media presence. Competitor, Chloe has 1 million more followers than the brand showing there is room to improve their online presence.

THREATS: Fast fashion works to threaten the exclusivity of the brand.

Lower consumer confidence and the emergence of a generation who are less concerned with brand loyalty but getting the best deal or price is a big threat to the luxury market.

Fast fashion also works to undermine the exclusivity of MIU MIU by creating replicas of their products at a cheaper and more affordable price, hence attracting this customer base that seeks the best deal. Global travel scares also threaten the market, as fears of terrorism stops customers travelling to luxury fashion capitals such as Paris due to past attacks.

Firstly, MIU MIU should expand the number of stores they have, especially in the UK in order to target a larger market of high end consumer .

MIU MIU should focus on improving their social media accounts, mainly their Instagram presence as this is a proven way to achieve a larger brand awareness.

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Lastly, MIU MIU should look into producing a more affordable accessories range in order to branch into a new market, this would bring about improved brand awareness.

RECOMENDATIONS.

As MIU MIU continues to grow as a brand, I have a few recommendations that I believe could contribute to the brands future success.

Image from: https://www.collagevintage.com/page/2/

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Image from: http://www.dazeddigital.com/fashion/article/36547/1/naomie-harris-adwoa-kesewa-aboah-sisters-miu-miu-aw17-campaign

BIBLIOGRAPHY Alexander, E. (2012). Prada Counterfeit. Vogue.co.uk. Retrieved 2 February 2018, from http://www.vogue.co.uk/article/prada-ceo-patrizio-bertelli-on-counterfeit-goods Anon, The Business of Fashion. (2018). Miuccia Prada is One of the 500 People Shaping the Global Fashion Industry in 2017. [online] Available at: https://www.businessoffashion.com/community/people/miuccia-prada [Accessed 30 Jan. 2018].

Anon. Financial Report. (2017). Pradagroup.com. Retrieved 2 February 2018, from https://www.pradagroup.com/content/dam/pradagroup/documents/Financial-Report---presentation/1_H1-2017-results---8-Sept-17/H1_2017_Results_Press%20Release_ENG.pdf Anon, (2018). [online] Available at: http://International luxury brands continue to dominate bags and luggage in Japan [Accessed 31 Jan. 2018].

Bbc.co.uk. (2018). ‘Irresponsible’ Prada Miu Miu advert banned for ‘sexualising a model’. [online] Available at: http://www.bbc.co.uk/newsbeat/article/32603741/irresponsible-prada-miu-miu-advert-banned-for-sexualising-a-model [Accessed 31 Jan. 2018].

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Joy, A. (2013). Fast Fashion, Luxury Brands, and Sustainability | The World Financial Review | Empowering communication globally. Worldfinancialreview.com. Retrieved 2 February 2018, from http://www.worldfinancialreview.com/?p=738 Karmali, S. (2012). Prada For Gatsby. [article] Vogue.co.uk. Available at: http://www.vogue.co.uk/article/miuccia-prada-designs-costumes-for-the-great-gatsby [Accessed 31 Jan. 2018].

Miumiu.com. (2018). [online] Available at: http://www.miumiu.com/en/women_tales/13/film?cc=IT [Accessed 31 Jan. 2018].

Karmali, S. (2012). Prada For Gatsby. [article] Vogue.co.uk. Available at: http://www.vogue.co.uk/article/miuccia-prada-designs-costumes-for-the-great-gatsby [Accessed 31 Jan. 2018].

PradaGroup. (n.d.). Miu Miu. [online] Available at: https://www.pradagroup.com/en/group/brands/miu-miu.html [Accessed 30 Jan. 2018] Steinfeld, T. (2015). Prada unveils radical plans to safeguard the environment. Dazed. Retrieved 2 February 2018, from http://www.dazeddigital.com/fashion/article/28850/1/ prada-unveils-radical-plan-to-safeguard-the-environment Zillman, C. (2016). Prada and Louis Vuitton Blame Terrorism for Their Poor Sales. Fortune. Retrieved 2 February 2018, from http://fortune.com/2016/04/12/prada-louis-vuitton-terrorism/

APENDIX Front Cover Photo Screenshot taken from the MIU MIU instagram account https://www.instagram.com/miumiu/?hl=en Figure 1 Brand Identity collage made by me using photoshop, images sourced from: https://www.vestiairecollective.com https://www.businessoffashion.com/fashion-week/2017aw/miu-miu/collection/all https://i.pinimg.com/originals/5b/02/5c/5b025cba8ed743c65a382316bb684e51.jpg https://www.vogue.com/fashion-shows/fall-2017-ready-to-wear/miu-miu/slideshow/ collection#49 https://www.wwdjapan.com/287330 http://mes-songes.tumblr.com/post/119873173048 https://i.pinimg.com/originals/b6/d2/9f/b6d29f4b559a5cc1b9ef2d549df92729.jpg Figure 2 Timeline made by me, images sourced from: https://www.buzzfeed.com/briangalindo/drew-barrymores-gorgeous-1995-miu-miu-adcampaign?utm_term=.ldQwaOyVR#.myn0XDmyK http://www.globalblue.com/destinations/turkey/a-second-miu-miu-store-for-istanbul https://www.pinterest.co.uk/pin/27514247706280549/ http://lamaison-delamode.blogspot.co.uk/2012/02/madonna-e-miumiu-superbowl.html http://www.history.com/topics/eiffel-tower https://www.purseblog.com/celebrities/kirsten-dunst-miu-miu-campaign/ https://rampages.us/garstai/2016/04/06/ancient-chinese-architecture-pagodas/ https://www.sephora.com/product/miu-miu-eau-de-parfum-P404286 http://wwd.com/fashion-news/fashion-scoops/miu-miu-latest-womens-tales-filmdebuts-in-venice-10967819/ https://store.miumiu.com/en/miumiuww/shoes/shoes-sandals/5XP730-LU2-F0A48-F-095

Figure 4 Brand positioning map made by me, images sourced from: Valentino logo: http://www.brandsoftheworld.com/logo/valentino-0 Moschino logo: https://kimvculc.files.wordpress.com/2015/05/moschino-logo_3.jpg Chloe logo: http://www.brandsoftheworld.com/logo/chloe Gucci logo: http://www.brandsoftheworld.com/logo/gucci Balenciaga logo: http://www.brandsoftheworld.com/logo/balenciaga Zara logo: http://www.brandsoftheworld.com/logo/zara-0 H&M logo: http://www.brandsoftheworld.com/logo/hm-1 Topshop: http://www.brandsoftheworld.com/logo/topshop-0 Primark logo: http://www.brandsoftheworld.com/logo/primark/0 Figure 5&6 Survey carried out by me using survey monkey, images taken from: https://www.surveymonkey.co.uk/r/X9YW5Y7

Figure 3 Image from: http://stylebubble.co.uk mage from: https://sheerluxe.com/2017/08/14/fur-slides http://www.designscene.net/2017/01/miu-miu-ss17.html http://www.vogue.co.uk/shows/spring-summer-2018-ready-to-wear/miu-miu/details#qp7X6rGDabx https://www.printglobe.com/blog/2017/03/23/miu-miu-new-york-fashion-week-party/

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