YASEMIN PISTAR || SHAYNA SALZMAN || ASHLEY SANCHEZ FASM 215 || MONIKA JONEVSKI
BRAND OVERVIEW
Prada is a brand that rewrites the common rules of fashion. They want to take classic traditions but also look towards the future and experiment in creating new trends. -Prada tries to reach perfection in both materials & quality of their products. -They get inspiration by looking at their unconventional trends of society. -Offers products assortment of apparel, footwear, accessories, and fragrance.
CONSUMER
PRIMARY GROUP
Demographic: 20-40 age High income Middle & upper class Urban living Psychographic: Follows beauty and fashion trends Focused on health trends
SECONDARY GROUP
Demographic: 40-60 age High income Middle & upper class Lives in both urban and suburban areas Psychographic: Casually follows beauty and fashion trends Focused on maintaining a healthy lifestyle for their family
PRODUCTS/PRICE
Eyeliner $35.00
Lipstick $38.00
Masacara $32.00
PLACE
Prada Makeup exclusively sold only at 3 Prada locations (Prada New York, Prada Paris and Prada Tokyo) & Prada E-commerce site.
STORE SIGNAGE
SWOT STRENGTHS
-Reliable suppliers. -One of the most established luxury brands worldwide. -Known to have very good quality products. -Products are cruelty free.
WEAKNESSES
-Imitation products from Prada brand have been made. -New to the beauty industry. -Customer perception maybe low due to this being Prada’s first makeup line.
OPPORTUNITIES
-Opening up a new product line for Prada brings in new potential customers. -More brand deals and collaborations. -More brand recognition & opportunities to be in ads.
THREATS
-Easy subsititues could be made at a cheaper price. -Possible change in the economy. -Offers products assortment of apparel, footwear, accessories, and fragrance.
COMPETITION High Quality
Low Price
High Price
Low Quality
FACE OF THE BRAND -Gisele Bundchen. She’s modest, inspirational and wise. -When Gisele first started her career as a model, she was told that she was not pretty, and how she was imperfect. Now, she is one of the most well-known models in the world. -Gisele was born in Horizontine, Brazil, South America. -Supports charities like ‘Save the Children,’ Red Cross,’ and ‘Doctors Without Borders.’ As well as being a Goodwill Ambassador for the UN Environment Program. -Gisele overall, a timeless beauty.
Followers Instagram: 14.7 million Twitter: 4.8 million Facebook: 6 million Overall, 25.5 million followers across all platforms.
-One year contract -Five posts per month on Instagram -Three images -Two stories -Tag the brand within every post -Appear at Beauty Cons -Vogue Beauty tutorial videos using Prada makeup products
PROMOTION
Media Buy:
Vogue | Interview | Harper’s Bazaar | The Gentlewoman | W | Allure Press Release and Product Seeding: Send influencers & publications the three products (Mascara, eyeliner, and lipstick), along with a release date.
SOCIAL MEDIA
Makeup
Eyeliner 35 $
Lipstick 38 $
Mascara 32 $
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Future Plans After 6 months of Prada makeup being out on the market exclusively at Prada retail locations and the Prada e-commerce site, the brand’s extension of makeup will then be available to purchase exclusively at Barney’s for one month, and then offered at wholesale partners, such as Dover’s Street Market and Opening Ceremony for the third round of the launch.
Phase One: Launch exclusively at key three locations, Prada New York, Prada Paris and Prada Tokyo. As well as Prada. com Phase Two: Exclusive at Barneys New York for one month. Phase Three: Sold at wholesale accounts, which are to include Dover Street, Opening Ceremony and etc.
TALENTS
PHOTOGRAPHER Daniel Roa| IG @danielroaart MODEL Day Toscano | IG @daytoscano LACE DRESS DESIGNED BY Fiorella Alvarado | IG @ fioalvarado