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Prada Land - Ye Jia Yi BA Fashion marketing & communication, Level 5, 2017-2018 5FAMK003C Visual and video techniques CWK1 Adobe Indesign submission Teacher: Nicolas Godon
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TABLE OF CONTENT Prada group analysis & strategy:
1. Corporate profile
2. Market position
3. Current situation
4. Communication background
5. Communication task: “The Message�
6. Target market
7. Goals
8. Where to look for inspiration
9. What not to do
10. Editorial brief
11. Stylist
12. Model casting
13. Make-up and hair 14. Photographer 15. Casting director 16. Catalog preview 17. Website
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1. Corporate profile
Prada milestone
1913 Mario Prada founded the first Prada store in the center of Milan, selling prestigious bags and travel accessories.
1977
During a new beginning started when Miuccia Prada meets Patrizio Bertelli, creating a new fashion business model based on the direct control of the production chain and cycle.
1988
Prada presented the In first F/W collection in Milan’s catwalk. Nowadays the Italian group owns
620 directed operated store
worldwide employing almost
13k workers.
The luxury group has under its
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umbrella brands which are MIU MIU, Church, Car Shoe and Marchesi. Currently the brand Prada offers to the market different categories of bags such as Iconic Prada, Iconic Prada Vela, Prada Velvet and Prada Etiquette, together with a ready to wear line, footwear, sunglasses and perfumes.
Moreover, culture and art are essential inspiration and value for the brand, in fact the fashion company started different initiative toward social cultural interest in art, promoting different kind of event and collaboration such as the one with FAI (Italian National Trust) throughout it was possible the restorations of artworks in various Italian cities or the new building Prada Foundation in Milan dedicated to exhibit program and cultural events. Prada’s mission & vision The group’s manifesto is expressed by placing in the center fundamental values such as: freedom, creative expression, reinterpretation of the existent, preservation of “know-how” and valorization of people work. Prada’s vision is to be “a contemporary interpreter of changing scenarios”, combines the heritage of the past with present and future perspective, in order to transcend the boundaries of the ordinary and create an innovative vision of tomorrow.
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2. Market positioning Prada’s product offer, target and competitors Prada’s product offer, target and competitors Prada’s design gets inspired by the changing society and the evolution of its arts, defining a new perspective. The final product is a mix of classic and simple lines with artistic and retro prints, designs play with colours, fabrics, leathers and furs. All the processes are made throughout a strong experience and innovation in technology, which are able to deliver a superior quality of luxury product and service. The brand customer is loyal and member of the high society, which likes to buy durable and high-quality accessories and apparel. They usually shop in city centres where are located the most fashionable and luxury stores. Those customers like to enhance their status quo through the use of branded product renowned worldwide, which matches their classical taste with a cutting edge. Direct competitors of Prada, in terms of the targeted customer based on lifestyle, are the French colossal Hermès, Chanel, Dior, Louis Vuitton, Céline, while Italian players are Gucci, Valentino, Dolce & Gabbana and Marni. This selection has been chosen based on the category of leather goods, since more than half of the revenues of Prada are from hand bags and other leather accessories.
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However, the majority of the competition is catching the attention of consumers offering a more fashionable and trendy product with a wider range of offer and affordable entry prices, while Prada’s iconic bag perception doesn’t arrive to capture millennials consumers.
POSITIONING MAP
In fact, among the players in the luxury market Prada is losing ground in the recent two years, especially in Italy. Gucci, instead, is gaining high visibility and market share due to the strong presence on social. Another brand that is rising up again is Valentino, together with Hermès thanks to the Asian market and tourism in Europe. Also, Dior is having attention under the new artistic director Maria Grazia Chiuri, who attracted Millennials with her designs.
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3. Current situation An opportunity for Prada A slow entrance in the digital fashion market brought Prada low visibility among consumer and the poor digital channel needs to generate more engaging content for millennials and generation Z audience that is expected to increase and become half of the luxury consumers by 2025. It has been also recorded a decrease in the Asian market which is a very important geographic target of Prada, considering it represents half of its turnover.
of more sustainable one, such as old leather, leather batch waste, upcycling leather, etc.
Given the extraordinary Italian ‘’know-how” in processing leather, a strong opportunity for Prada will be to differentiate in leather goods categories, launching and dictating a new aesthetic taste, combined together with leather jackets, leather shoes and trousers for the fall/winter 18 pre-collection. The aim will be to reach new customers, offering an affordable choice and a good entry price. In order to cut down costs, an alternative research of leather can be made considering the usage
The Asian market will need a special focus, especially the Chinese mainland audience. It will be interesting to create special activities on their favorite social platform such as Wechat, or to communicate brand values through a new Chinese movie which links the Italian identity and character with Prada. Other activities can involve Chinese stars of the new movie launched this August, a remake of “The devil wears Prada” called “Shíshàng nü mó tóu” meaning “fashionable female”.
Since the current marketing strategy hasn’t shown a great ability to reach the customer, a different marketing strategy, has to be undertaken, by using below the line communication targeting Millennials and generation Z audience, in order to create a memorable experience and a bond between the brand and the target.
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4. Communication background The art of the communication Prada has always promoted a sophisticated advertisement campaign collaborating with big photographers such as Steven Meisel, Norbert Schoerner, Glen Lunchford, Peter Lindbergh, Helmut Newton, Albert Watson, Willy Vanderperre and Chen Ma. Giving origin to different perceptions and experimenting with visual arts, the campaign has associated their brand image with international models such as Amber Valletta, Daria Werbowy, Jing Wen, Kris Grikaite, Lexi Boling. Since 2017 the Italian brand introduced a new “365 advertisement campaign� that united still and motion editorials with a fashion film for each collection, offering a better understanding and experience of the initial collection concept. International magazine has covered Prada goods on hundreds of editorials and cover. Moreover, on the group website there is a section dedicated to their press release, documents available for the audience, that state the collection initiative and inspirations. The website presents also a media library where catwalk videos are displayed with other video of Prada group, explaining
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the “backstage� of the creative processes. Among the channel traditional used by Prada, short movies and animation are also a tool to communicate with the public, the brand promoted different directors such as James Lina, Wes Anderson, Roman Polanski, Pietro Scalia, Ridley Scott and Jordan Scott.
Nowadays, Prada is reinforcing the social media presence on Facebook (6,4 million followers), Instagram (14,3 million followers) publishing contents multiple times on a daily basis, in order to create engagement and dialog among the social community of fashion. Other activities promoted by the Italian luxury brand are showcasing art as main protagonist, with different event, from art galleries to a pop-up night club in Miami. The brand continues to experiment in various stimuli of communication, going beyond the traditional strategy.
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5. “The message�
Recalling the brand for the younger The communication target will be Millennials, attracting their attention through mysterious and seductive images combined with the artistic movement of surrealism. Aiming to create desire among the younger consumers, gaining visibility and empowering the brand awareness. A strong online marketing activity will be needed to support and create content luring the online public to create conversation of the brand and its new FW19 collection. Which will play with a dark colour palette mixed with vibrant colour, featuring leather bags, jackets, shoes, trousers with velvet, wool and feathers. Word that can be referred to the communication campaign can be: Surreal beauty, Prada in wonderland
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6. Target market Demographic aspects and lifestyle Prada’s new integrated communication campaign will be targeted to both female and male between the age from 20 to 35 years old. With high incomes and high interests for luxury goods. They live in or close to big city and metropolis around the world, working in offices, art galleries, publishing company, retail, jewellery market, finance, etc. This consumer has an active social life both online and offline, usually blending the two worlds together. They like to participate to social events, regarding music, art, photography, cinema, etc. They are open to try new thing and to discover new taste, design, technology. Usually they frequent creative cuisines and experimental cocktail bars. Moreover, this profile likes to follow the latest trend and to keep up with the global fashion catwalks.
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7. Goals
Results and evaluation metrics The aim of the new communication campaign is to reinforce the brand awareness among millennials and to give a new perception of the brand, as a brand iconic that it’s also for them, which they can identify with. The results can be measurable first of all, through the number of conversation generated after the launch on social media, through the number of shares, likes, new followers. Finally, the real effectiveness can be measured by the sales rate.
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8. Where to look for inspiration
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9. What not to do
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10. Editorial brief
10 - EDITORIAl BRIEF
Pradaland - dreamlike
11 - STYLIST, STYLISM
Beat Bolliger
12 - MODEL CASTING
Iris Landstra
13 - MAKE-UP AND HAIR
Hiromi Ueda & Kei
Terada 14- PHOTOGRAPHER
Paul Wetherell
15- CASTING DIRECTOR
Juliun Williams
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Ph: Paul Wetherel Model: Iris Landstra Make-up: Hiromi Ueda Hair: Kei Terada Stilist: Beat Bolliger Director: Juliun Williams
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Ph: Paul Wetherel Model: Iris Landstra Make-up: Hiromi Ueda Hair: Kei Terada Stilist: Beat Bolliger Director: Juliun Williams
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16. Catalog
Look 1 Asimetric waistlineleather jacket with ham sleeves. Reverse collar, closed at the center with a zipper and three bottoms. Refined details on the upperside of the sleeves with interlaced leather stings. Price: 3’500₏
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Look 2 Puffed slevees high waist slim fit leather jacket with high collar and giant bow tie. Closed with a zip at the center. Price: 3’180₏
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17. Website
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References Chu, K. (2016). Filmart: China’s Desen Planning ‘Devil Wears Prada’ Remake (Exclusive). [online] The Hollywood Reporter. Available at: https://www.hollywoodreporter.com/news/filmart-chinas-desen-planning-devil-875063 [Accessed 26 Jan. 2018]. Ft.com. (2016). Online sales prove the devil to Prada. [online] Available at: https://www.ft.com/content/ d2349b78-9f75-11e7-8cd4-932067fbf946 [Accessed 26 Jan. 2018]. Ft.com. (2017). Record sales at Gucci owner Kering see shares jump 11%. [online] Available at: https:// www.ft.com/content/c2560660-29d7-11e7-9ec8-168383da43b7 [Accessed 26 Jan. 2018]. Jassova, P. (2014). Prada Brand Management Analysis. [online] Academia.edu. Available at: http://www. academia.edu/18499466/Prada_Brand_Management_Analysis [Accessed 26 Jan. 2018]. Jassova, P. (n.d.). Prada Brand Management Analysis. [online] Academia.edu. Available at: http://www. academia.edu/18499466/Prada_Brand_Management_Analysis [Accessed 26 Jan. 2018]. nss magazine. (2018). Prada’s most iconic images from the campaigns of the past 20 years A photo journey | nss magazine. [online] Available at: https://www.nssmag.com/en/fashion/8034/le-immagini-piu-iconiche-delle-campagne-di-prada-degli-ultimi-20-anni [Accessed 26 Jan. 2018]. Prada.com. (2017). A therapy. [online] Available at: http://www.prada.com/es/a-future-archive/short-movies/a-therapy.html [Accessed 26 Jan. 2018]. Prada.com. (2018). ADV Campaigns Archive. [online] Available at: http://www.prada.com/es/collections/ advertising-campaign/archive.html [Accessed 26 Jan. 2018]. PradaGroup. (2018). FRAGMENTARIANISM | Prada Group. [online] Available at: https://www. pradagroup.com/en/news-media/news-section/news-4.html [Accessed 26 Jan. 2018]. PradaGroup. (n.d.). History. [online] Available at: https://www.pradagroup.com/en/group/history.html [Accessed 26 Jan. 2018]. PradaGroup. (n.d.). Manifesto. [online] Available at: https://www.pradagroup.com/en/group/manifesto. html [Accessed 26 Jan. 2018]. solca, l. (2015). Prada Should Be Prada. [online] The Business of Fashion. Available at: https://www.businessoffashion.com/articles/opinion/prada-should-be-prada [Accessed 26 Jan. 2018]. Statista. (2016). Consumption of hot drinks via vending machines in Italy in 2014-2016 | Statistic. [online] Available at: https://www.statista.com/statistics/612356/worldwide-sales-of-prada-group-by-product-initaly/ [Accessed 26 Jan. 2018].
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Statista. (2018). Consumption volume of the vending machine industry in 2014-2016 | Italy. [online] Available at: https://www.statista.com/statistics/612339/worldwide-sales-of-prada-group-by-geographical-area/ [Accessed 26 Jan. 2018]. The Business of Fashion. (2016). Valentino Eyes IPO in 2017 After Revenue Exceeds $1 Billion. [online] Available at: https://www.businessoffashion.com/articles/news-analysis/valentino-eyes-ipo-in-2017-afterrevenue-exceeds-1-billion [Accessed 26 Jan. 2018]. The Business of Fashion. (2017). Hermès Profit Climbs 10% on Handbag Sales, Growth in Europe. [online] Available at: https://www.businessoffashion.com/articles/news-analysis/hermes-profit-climbs-10-pct-onhandbag-sales-growth-in-europe [Accessed 26 Jan. 2018]. The Business of Fashion. (2017). Making Sense of The Dior Gap. [online] Available at: https://www.businessoffashion.com/articles/this-week-in-fashion/making-sense-of-the-dior-gap [Accessed 26 Jan. 2018]. The Business of Fashion. (2017). Report: Valentino to List 25 Percent of Company. [online] Available at: https://www.businessoffashion.com/articles/news-analysis/valentino-to-list-25-percent-of-company-noearlier-than-late-2018 [Accessed 26 Jan. 2018].
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