HINA QUASHIE
BUSI 110- FINAL PRESNETATION
VINCENT DONROE-WELLS
BRAND HISTORY
ThePradaGroupisagloballuxury fashionpowerhousethatownssomeof theworld'smostprestigiousluxury brands,includingPrada,MiuMiu,and Churchs'.
MIUCCIAS VISION
BRAND IDENTITY
Imaginative
"unrestrainedportrayalof MiucciaPradas'creativity."
“Braveryissomethingwomenalways need…Thistalksaboutthefantasiesof women,theirimaginationsanddreamsof differentplaces,differentideas. Followingyourdreamsiscourageous–thattakesbraveryandstrength.”
-MiucciaPrada
Feminine Raw Brave
BRANDVALUES STORYTELLING
Womensabilitytobe creative,freedomtoexpress, andbeindependent.
BRANDING
Femininitydoesnotfitintoa singularboxbutisfluid,playful, youthful,andvivaciously provocative
LOGO:
Pride,Status,BrandValues
Chloe&HalleBailey
MiuMiuSummerClub
Event2023
TARGET
AUDIENCE/CONSUMER
Upper-classwomenfromages fourteentomid-thirties.
Whimisical&YouthfulAeshtetic
Trendsetters
CONSISTENCY = LOYALTY
.
FINANCE
TWO
01.LISCENCING&BRAND PARTNERSHIPS 02.PREMIUMPRICING
MAIN STRATEGIES
2016 -2020 shows 37% decline
Covid Store Closures, No travel
2021, 2022 29% increase
Ease of Covid Rerstricitions
East/Pacifc Asia largest consumers
MARKETING MIX: PEOPLE
Thosewhohelpgetthe producttothe people&and whorepresentsthebrand SalesAssociates CustomerService Brand Ambassadors KpopIdols?!
Miucca Prada
SALES
CRMthroughcustomer researchandorganzing customerdatawiththeir privacydatabase.
Personalsellingthroughdirect personalengagmentwith customer-offeringinstore appointmentsforatailored shoppingexperience.
ECONOMICS
MIUMIUsasubsidiaryofPrada, whichisprivatelyownedandisbased innMilan,Italy,andhasaglobal
presenceinacompetitivefreemarket
economy.
MANAGEMENT
CorporateGovernanceModel
CentralizedOrginizationStructure
PRODUCT QUALITY, CRAFTSMANSHIP, ATTENTION TO DETAIL
Hiring the most skilled artisians, sewers, metalworkers, leatherworkers, and the best of best in Italian Craftsmanship
ENVIORMENTAL & SOCIAL SUSTAINABILITY
They use "Garden Factories" to creare a productive, positive work environment but also restoring existing production plants instead of old ones
01
02
STRATEGY
SWOT ANALYSIS
Strengths:
Strongparentbrand:High image,distribution aid,PositiveReputation
LoyalCustomerBase
HighItaliancraftsmanship
Collaborations:useofIdols, Celebrities SustainabilityStrategy
Opportunities:
MoreStores
Tappingintothebeauty industrylikeDior,Chanel,and YSL
CollabwithmoreK-Idols (potentiallyusingmales)
Growitssocialmediachannels, ithaswaylessfollowersthan similarbrandslikeChanel,Dior, Prada
Weaknesses:
Potentiallytooexclusive/ hardtopurchaseforits
GenZ
demographic/generally. AfewPRdisasters (sexualizingachild) Competition
Threats
Saturatedand CompetitiveMarket
FastFashion (creatingreplicasof designerpiecesfora cheaperprice)
HINAQUASHIE Thank You F I N A L P R E S E N T A T I O N B U S I 1 1 0
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Assoune,Alex.MiuMiu.Panaprium,4Mar.2023,www.panaprium.com/blogs/i/miu-miu.
Carrera,Martino.PradaNamesEnhypenBrandAmbassadors.WWD,9June2023,wwd.com/fashion-news/designer-luxury/k-pop-enhypen-prada-brandamabassadors-1235678451/.
Cuofano,Gennaro.“TheFamilyOwnedPradaIntegratedBusinessModelInANutshell-.”FourWeekMBA,fourweekmba.com/prada-business-model/.Accessed15Aug. 2023.
Eleazar,Xandi.ABriefHistoryofMiuMiu.SavoirFlair,15July2012,www.savoirflair.com/fashion/83357/a-brief-history-of-miu-miu.
“GardenFactories.”PradaGroup,www.pradagroup.com/content/pradagroup/en/sustainability/environment-csr/garden-factories.html.Accessed15Aug.2023.
Kang,Jinder,andNetguru.HowAR&VRRedefinedtheOnlineandIn-StoreExperience.Netguru,2Sept.2021,www.netguru.com/blog/ar-vr-traditionalcommerce.
Kendall,Zoë.TheMiuMiuGirlHasAlwaysGottheItFactor.Hypebae,24Mar.2022,hypebae.com/2022/3/miu-miu-miuccia-prada-celebrity-muses-chloe-sevignystorm-reid-emma-corrin.
“MiuMiu.”PradaGroup,www.pradagroup.com/content/pradagroup/en/brands/miu-miu.html.Accessed15Aug.2023.
Miu,Miu.PRESSRELEASE.https://www.pradagroup.com/content/dam/pradagroup/documents/investors/Q12023/Press%20Release Prada%20Group%20Q1%202023.pdf.Accessed16Aug.2023.
MiuMiuGoestoMalibu!InsidetheGigiHadid-AttendedSummerClub Vogue.https://www.vogue.com/slideshow/malibu-miu-miu-party-2023.Accessed16Aug. 2023.
“MiuMiuServices|MiuMiu.”MiuMiu,www.miumiu.com/us/en.html.Accessed15Aug.2023.
WorksCited
“MiuMiuWomen’sTales.”PradaGroup,www.pradagroup.com/content/pradagroup/en/news-media/stories/miu-miu-womenstales.html.Accessed15Aug.2023.
“Miuccia’sSummerClub:AllTheBestCelebStyleAtMiuMiu’sBeachParty.”Grazia,graziamagazine.com/articles/miu-miu-malibubeach-party-celebrity-style/.Accessed15Aug.2023.
NetSalesofthePradaGroup2016-2022|Statista.https://www.statista.com/statistics/612677/net-revenues-of-the-pradagroup-in-italy-by-brand/.Accessed15Aug.2023.
PradaGroupSuffers40%RevenueDeclinein2020DuetothePandemic|Somewhere-DocumentingCulture.www.somewheremagazine.com/prada-group-suffers-40-revenue-decline-in-2020-due-to-the-pandemic/.Accessed15Aug.2023.
“PremiumPricingStrategy-.”Sniffie,www.sniffie.io/premium-pricing-strategy/.Accessed15Aug.2023.
“PrivacyPolicy|.”MiuMiu,www.miumiu.com/us/en.html.Accessed15Aug.2023.
“ProductionSites.”PradaGroup,www.pradagroup.com/content/pradagroup/en/group/sites.html.Accessed15Aug.2023.
Q1-23RevenueMilan,May11th2023May11th2023Disclaimer.
https://www.pradagroup.com/content/dam/pradagroup/documents/investors/Q12023/Prada%20Group%20Q1 23%20Revenue%20presentation.pdf.Accessed16Aug.2023.
Rossa,Luna.PRADAGroupWEARE.https://www.pradagroup.com/content/dam/pradagroup/documents/Group Profile/2023/e-
Prada%20Group-Who%20We%20Are-May.pdf.Accessed16Aug.2023.
“ShareholderInformation.”PradaGroup,www.pradagroup.com/content/pradagroup/en/investors/investor-relations/shareholderinfo.html.Accessed15Aug.2023.
Shoaib,Maliha.PradaGroupSalesDrivenbyMiuMiu’sMomentandChinaRebound.Vogue
Business,11May2023,www.voguebusiness.com/companies/miu-mius-moment-andchina-rebound-drive-sales-at-prada-group.
Speakman,Kimberlee.“GigiHadid,ZayaWadeandMoreStarsGlamUpforMiuMiuSummer ClubBeachPartyinMalibu.”Peoplemag,27July2023,people.com/gigi-hadid-zaya-
wade-glam-up-for-miu-miu-summer-party-photos-7566409.
Tbh,Team.“MarketingStrategies,MarketingMixandSTPofMiuMiu.”TheBrandHopper, thebrandhopper.com/2023/06/15/marketing-strategies-marketing-mix-and-stp-ofmiu-miu/.Accessed15Aug.2023.
WhatIsDiversity,Equity,andInclusion?July2022,www.mckinsey.com/.
WorldFootwear.“PradaReportsAnnualRevenueGrowthof21%.”WorldFootwear, WorldFootwear,15Mar.2023,www.worldfootwear.com/news/prada-reports-annualrevenue-growth-of-21/8644.html.