This case study is an appraisal of Prada as a brand and details Prada’s strategic direction, key functions, and performance within the current fashion landscape. The Prada Group consists of ve luxury brands: Prada, Miu Miu, Church's, Car Shoe and Marchesi 1824. Prada was founded in Milan, Italy in 1913 by Mario Prada (current CEO Miuccia Prada’s grandfather) (Selfridges, 2018). Mario Prada sold luxury leather bags, trunks and travel accessories earning Prada the title of ‘O cial Supplier of the Italian Royal House’ (Yaeger, 2021). Prada’s identity is rooted in tradition yet synonymous with class, luxury and innovation, qualities which give the brand a strategic advantage. Prada was founded on three core brand values: creative independence, transformation and sustainable development (Prada, 2022). These three values are re ected in their core competencies i.e. innovative design, authentic luxury goods, a uni ed customer experience and high-quality materials, in particular leather. In fact, Prada owns 5% of the European market share in luxury leather goods, ranking 4th overall (Statista, 2019).
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(Wonderland, 2019)
