Prada by srustisrujanika

WHAT IS THE “PR

RADA-NESS”? -Ikkei, Nara

‘It’s a community with a specific attitude, Intellect, Aesthetic. The one thing that you cannot define is what it is but you can feel it, that it exists and that it has a presence and for me, so the “ness” is what a brand needs for me to love it.’ -Raf Simons, Co-Creative Director.

Submitted By : Srusti Srujanika Submitted To: Rachana Singh Ashay Chaturvedi

Contents: Sl.

Topics

Page

Sl.

Topics

Page

Technology Orientation

Heritage and History

Brand D.N.A

Collaborations

Brand Logo

Experiential Aspects

Brand Logo Colour

Brand Identity

Brand Logo Elements

Missed Opportunities

Iconic Products

Iconic prints

Brand Packaging

Brand Moodboard

Promotional Strategies

Recommendation -Process -Launch Timeline -Promotional Strategies -Application -Instagram Filters -Installation -SAF -Future Strategies

80 84 86 88 96 98 100 106 107

Aakers Equity Model

Survey Results

108

Brand personality

References

112

Pen Portraits

Interview Scripting

116

SWOT

McKinseys 7S Framework

Sustainability

Heritage And History -Supplier to Italian Royal Household.

-Lusia and Nanda Prada Joined.

-Miuccia Prada Joined.

-Introduced Women’s Shoes.

1913

1919

1958

1975

1979

1984

2020

2014

2013

2009

2007

2005

2004

-Raf Simons Became Co-Creative Director.

-Acquired control on Angelo Marchesi SRL.

-Prada Transformers.

-Launched worlds first Touch screen Phone with LG.

-Launch of Prada Watches.

-Womens Perfume Launch. -International award from CFDA.

-Fratelli Prada. -Saffiano Leather Patent.

-International Designer of the year to Miuccia.

-Introduced Prada Green.

-Miuccia married Patrizio Bertelli. -Launched R.T.W

-China, Japan, USA Expansion.

-Launched Miu Miu.

-Introduced Menswear. -Opened Fondazione Prada.

1988

1991

1992

1993

-First London Boutique.

1994

1 9 9 6 1 9 9 7 2003

2001

2000

1999

1998

-Partnered with Puig. -Licenced Eyewear Manufacturing to Luxottica.

-Bought Carshoe Stakes. -Sold Fendi to LVMH.

-Partnership with Azzedine Alaïa.

-Bought stakes at Helmut Lang, Church, Jil Sanders. -Resold Gucci to LVMH -Prada X LVMH to acquire Fendi.

-Bought Stakes at Gucci.

-Opened shops in San Francesco, New York, Paris.

-Launched Luna Rossa.

Brand D.N.A How it Started:

How it is Going:

1913

2020

How it Started:

How it is Going:

Classy, simple, sleek, functional design, Italian tradition of discreet elegance, delivering high level of craftsmanship. 1988

2020 11

How it Started:

1913

How it is Going:

2006

Brand Identity Logo

2020

Logo Elements & Colour

Pantone : 19-3911 TCX

The color focuses on the idea of minimalism and refinement. It has always been unicolor, black, against the white background. Started: 1919. Elements of the House of Savoy’s heraldry. Making royal symbols a part of the logo was an extremely wise move by the company. With time PRADA removed the elements that connected it with Italian monarchy. The rope design, the coat of arms, and even the banner disappeared leaving a simple wordmark. The idea behind the logo is actually a conspicuous lack of a logo. In contrast to other fashion houses, Prada proclaims “anti-status” or “reverse snobbery.” Because of this, the wordmark typically appears only on little tags, buckles, and clasps. 15

Iconic Products America’s Cup Sneaker Alice Band

Miuccia bought back the age old accessory in SS19 inspired from Disney’s 1951 film centering Alice who tumbled into another world’s status as a memorable headband wearer.

Released as a Performance Shoe in 1997, this Sneaker kickstarted the craze of Luxury shoes making it a sellout everytime it drops.

Applique mary jane Name derived from Mary Jane, who was the main character of comic book created in 1902. Round toe with single strap on the ankle gains a lot of sensation after walking down the Prada runway in the early 20th century having PRADA’s DNA embedded in it which turned out to be the most iconic product.

Vela Bag

Leather mixed with waterproof nylon called Pocone was introduced as backpacks by Miuccia in 1984. This backpack became one of the IT bags within no time representing the fashion-meets-function.

Galleria bag

Discovered by Miuccia in 2007, made of Saffiano which is scratch and water resistant, was patented by Mario in 1913, became one of the best sell-outs. The name derived from when Mario opened his first shop in the Galleria Vittorio Emanuele II.

Iconic Prints Salarymen on the Beach

Too Hot To Trot Flames Ugly Chic

Going Bananas

Apocalyptic Tropics

Lipstics As Weaponry 19

Packaging:

Key Elements: -Paper Bag -Carton Box -Dust Bag -Authenticity Card -Envelope with Bill(If bought from store) Prada is not focusing on anything sustainable in regards to Packaging as of now,

“I HATE THE IDEA THAT YOU SHOULDN’T WEAR SOMETHING JUST BECAUSE YOU’RE A CERTAIN - MIUCCIA PRADA AGE.”

Digital Identity: Prada reported 10% decline in OP which decreased the NP to 17.6% and shares by 11% in March,2016. Prada, 107yr old brand has always been reluctant to sell online, focus being the retail distribution lead to unhealthy cashflow.

Instagram Followers: 24.8M Number of posts: 70 Average Likes: 38,818 Average Comments: 127

Twitter Followers: 1.3M Number of tweets: 65 Average LPT: 181.1 % of tweets with engagement: 100%

As of December 9, 2020

Shopping website launch on MyTheresa and Net-a-porter in June,2016. No efforts to match sales of its peers in the luxury market like LV and Gucci who reported growth in their businesses. As of May 30, 2019, both Prada and Miu Miu products are sold on the Chinese luxury platform Secoo. Prada was also the first brand partner for streetwear publication Highsnobiety’s e-commerce launch. It offered its Linea Rossa range on Highsnobiety.com on an exclusive basis – a sign that the company is now more open to experimenting and becoming serious about digital and reaching new consumers, be it in China or in the young, streetwear communities. These intentions were highlighted in the brand’s new long-term plan for special campaigns, the latest of which was Digital Campaign with Chinese top model Chun Jin and her real family for their Lunar New Year, 2020.

Social Media Breakdown: Facebook

Twitter

Instagram -

Youtube

Promotional Strategies Content Marketing

This strategy is used by Prada to educate the consumers about the products and services offered using Blog posts, paid ad’s and online video marketing to reach larger audience quickly. 28

Influencer Marketing

Email Marketing

Using this strategy, Prada is making aware it’s weekly happenings to it’s consumers where there are 3.9bil daily email users.

Referral Marketing

Solving the problem of trust issues, Referral marketing is one of the most effective strategies of marketing as it is proven that 92% of people will buy a product recommended by a close person.

Event Sponsoring

Social Media Marketing

Prada uses this strategy to reach it’s target market as this is the most important with more than 3.6bil people using social media worldwide.

Even though this movie was not related directly to the company, the name and most of the outfits and accessories worn by Meryl Steep showcased Prada making a wide audience aware of the age group, brand image and its aesthetics.

Brand Loyalty: Prada charges the highest price value for their handcrafted products and their positive brand value and superior quality level drives customer loyality. Prada can increase the brand loyalty by providing rewards to the customers on their repeated purchase behavior.

Brand Association: Prada is a symbol of superior quality, design, elegance, and has a wide range of high quality products for men and women. Miu Miu is a subsidiary brand established by Miuccia for younger audience. Co-title sponsor of Team Luna Rossa.

Brand Equity By Aakers Model Brand Awareness:

Brand Quality:

Higher brand awareness shows that Prada exists and they can recall the brand related information. Prada the concept of Re-nylon in partnership with Aquafil and launched their first collection in 2019 with a capsule bag collection of 6 classic styles for both men and women and then the re-nylon collection expanded in 2020. Prada announced the brand to be fur-free starting from 2020 women’s collection by joining the international fur free retailer program.

The perceived quality of Prada has been always influenced for the customer purchase decision. It influences the pricing of the product.

Other Proprietary Assets: The website as a whole is owned and registered by Prada. The logo of the company is also trademarked giving a special power to the brand to use its name and logo, which helps to differentiate between other brands. The trademarked logo and name can be only used by Prada. Copyrights are also used to protect the design aspects of the products.

Sincerity:

Excitement:

Down-to-earth Intellectual

Daring Trendy Exciting

Sincere Real Original Anti-Status Cheerful Sentimental

Cool Spirited

Unique Imaginative

Up-to-date Independent Contemporary

Brand Personality Competence:

Sophistication:

Ruggedness:

Hard-Working

Upper Class Glamorous UglyChic

Western Masculine Outdoorsy

Intelligent Technical Corporate

Charming Feminine Smooth

Successful Leader Confident

Christopher Wales, 28 Nationality : French Occupation : Architect, Dubai. Income : High Social Class. Family Background: Medium-High Social Class. Education Qualification : Bachelorette in Architecture from École Nationale Supérieure d’Architecture de Paris-Belleville. Hobbies : Travelling, exploring Monuments and Creative form of Architectures. Characteristics : Sophisticated, Spiritual, Experimental.

Pen Portraits

Dr. Anne Moretti, 30 Nationality : Italian Occupation : BusinessWoman Owner of an Art Gallery. Income : Medium-High Social Class. Family Background : Medium Social Class. Education Qualification : Professional Certification in Visual Arts from Goldsmiths College, London. Hobbies : Exploring Art Exhibitions and Museums, Travelling. Characteristics : Sophisticated, Artsy, Positive, Experimental. 43

S.W.O.T. Analysis Internal

External

Strengths:

Opportunties:

Quality History Accessibility Financial Position Social Media Presence Adapting Technology Brand Awareness StoryTelling.

Digital Savvy New Markets Sustainability Reselling.

Weaknesses:

Threat:

Retail Chain Packaging New to Experimenting.

Competitors Knock-Offs Fluctuating Economy.

2020 46

McKinsey’s 7S Framework

Strategy: Introduction of Renylon range, with commitment of using only recycled nylon till 2021. Aims to eliminate green house gas by 2050. Reduce single use plastic by 2030.

Structure: Prada is a multi-level management organization, each being divided accordingly. However the important decision are made by top level. CEO and Executive Director: Miuccia Prada, Patrizio Bertelli Chairman and Executive Director: Carlo Mazzi Co-Creative Director: Raf Simons

System Prada’s system goes from creative process of selection of raw material, manufacturing, sourcing till distribution. This is an integrated business model from creation to retail to keeping the quality of the products as high as possible, while being able to control the customer journey via its directly operated stores, which exemplifies most of Prada’s revenues.

Staff Has around 13988 employees in the world which includes 62% female employees.

Style Classy and their products shows high level of craftmanship.

Skills Enhances the employees potential and helps in their aspirations through ongoing carrier opportunities and training program.

Shared Values Careful observation and curiosity about the world, culture, and society are at the core of Prada’s creativity and modernity.

2020 56

2020 57

Sustainability

Sustainability has been a core element of Prada Group, deeply embedded within their strategy.Their sustainability goal focuses on 3 major areas i.e people, culture and environment. Prada believes that sustainability is the only way forward for financial growth that will also benefit the communities and areas where they operate. Re-nylon focuses on commitment towards sustainability and truly responsible practice. The ultimate goal of Prada is to convert all Prada virgin nylon into Re-nylon by the end of 2021.Re-nylon is a product of partnership between Prada and Aquafil, an Italian yarn producer with experience in making of synthetic fibers.

Econyl is a fabric made from regenerated nylon yarn which can be recycled indefinite times without affecting the strength and quality of the fabric. For every 10000 tons of Econyl created, 70000 Barrels of petroleum is saved, reduces environmental emissions of Co2 by 65100 tons and -90% impact of petroleum-fuelled nylon production on Global Warming. Prada and UNESCO, partnered for ocean sustainability education programme aiming to focus towards educating young generation for being more responsible towards the ocean, in line with the United Nations Agenda 2030.

Technology Orientation Best example : Prada launching Fashion Phone in partnership with LG with a touchscreen, way before iPhone. Announced it was adopting a suite of Oracle advanced technological solutions to support efficiency throughout the retail processes. The technology will help Prada analyse historical and current market demands across its network of 634 stores, better-informing business decisions and providing a unique customer experience.

On October 12, 2020 Prada posted on Facebook “At the models’ workshop, 3D printers were used to build maquettes and mock ups of furniture, decorations and store designs. Prada is also leading a longterm partnership with Adobe, to utilise it’s analytic and marketing tools and analyse how customers interact with its social networks, website and digital stores, to build a stronger omnichannel strategy.

Prada’s Social media team made SS’20 a reality from home! Fashion editors, intellectuals and activists, including model Salem Mitchell, youth poet laureate Amanda Gorman and Female Collective founder Candace Reels, posed in their homes, wearing primary coloured Prada items sent from the brand, while 22-year-old photographer Myles Loftin “shot” them over Zoom. Loftin advised the group on how to light their homes and compiled the images together in a Y2K, screenshot-style collage posted to social media. The concept came together in the week or so before the show itself. 60

PRADA X ADIDAS, 2020 PRADA X REM KOOLHAAS: Transformers, 2009

Fashion Exhibition

Cinema

Art Exhibition

Special Event

PRADA X SOTHEBYS: Tools of Memory, 2020

PRADA X SCHIAPARELLI: impossible

Collaborations PRADA X MARTINO GAMPER: Corners, 2005

conversations, 2012

PRADA X HARRODS, 2020

Experiential Aspects Prada Transformer Launched in April 2009, Seoul, South Korea. Designed by OMA / Rem Koolhas. The concept behind it was to make one side as a buildings floor and other spaces in the building dedicated to exhibition of modern art, fashion and design. A temporary architecture which is picked up by cranes and rotated to transform into a variety of cultural events is made at the height of 20m, and consists of four basic geometric shapes i.e a circle, a hexagon, a rectangle, a cross connected with each other and wrapped in a translucent [Cocoon] membrane. When it is flipped over by the cranes the walls becomes floors and the floors becomes the walls.

The Prada Marfa Located in the middle of the Chihuahua desert, 37 miles from Marfa, Texas, inaugurated on October 1 2005. It was built independently by artists Elmgreen and Dragset. This project was made like an example of land art, Miuccia Prada donated shoes and purses from autumn/winter 2005 collection. The store is built with biodegradable materials which will melt back to the earth over time without any restoration and repair. After three days of inauguration the store was vandalised and the products were stolen and since then it is equipped with alarms and the windows are resistant to shock and only one side of all shoes and bottom of purses have been removed. Lawsuit was filed against it for illegally placing of a building and that is when it was proved it had nothing to do with the company directly. Sice then, it is declared as a museum.

Prada Mode It is an event platform imagined as a travelling social club that presents art, fashion, music, conversation and food. It provides guests with unlimited access to a variety of artistic and cultural programmes. It has been established in Shanghai, Paris, London, Hong Kong, and Miami.

Missed Opportunities Luxury watches Revenue of luxury watch segment: US $23,999m in 2020. It is expected to grow annually at 5-6% CAGR. Import value of watches and clocks worldwide is $51.8 bn. Export value of watches and clocks worldwide is $52.6 bn. Competitors in luxury watches: Armani, Bvlgari, Gucci, Tom Ford, Apple. As Prada is already working with Re-Nylon, This could be something Prada is missing out on.

Prada 2005 SS RTW

In 2020, Prada collaborated with Panerai to launch a collection of watches for it’s Luna Rossa team.

As of Fall, 2020 Tom Ford will be releasing a line of Luxury watches made entirely from Plastic waste from ocean where one piece will be equivalent to 35 plastic bottles from the ocean.

Home Decor Global luxury furniture market is expected to reach USD 28600.7 million by 2022 growing at an estimated CAGR of 3.7-5% till 2022 The home decor market is fulled with the consumer preferences for unique items to decorate in homes, furniture, flooring, etc Globalization has helped for the wider market for the consumers and also for the manufacturers. The key players in market are IKEA, Home24, Kimball International, etc. Competitors in Luxury industry: Gucci Decor, Hermes Home, Dior Maison

recommen 80

ndation 1 81

PRADA LOGO USED TO DETERMINE THE DIRECTION YOU ARE MOVING TOWARDS.

INSPIRED BY RADAR SCREEN. 82

3 DOTS RESEMBLING HOURS, MINUTES AND SECONDS AND HOURS BEING THE BIGGEST SPHERE.

Luna Rossa 22 In collaboration

RE-NYLON LOGO

PRADA LOGO IN TRIANGLE BUTTON.

RECYCLED INTO DIAL.

Digital Watch

with AquaFil

PLASTIC

RE-NYLON BELT

Process

Product launch Timeline

Newsletter Launch.

Story on social media accounts about what is awaiting.

AR Application launch.

Mid October, 2021

Early November, 2021

Installation introduced.

Installation launch at fondazione prada.

Product Launch.

Mid November, 2021

Early December, 2021

Instagram

Website

Application

BUY NOW

Instagram Filter

Installation

100

Venue : Fondazione Prada, L.go Isarco, 2, 20139 Milano MI, Italy. Ph. : +39 02 5666 2611

101

102

Lighting : Neon Green to give a futuristic ambience. Watch Installation showing the dial twisted to make it an infinite loop as a depiction of endless time. Also forming 2 Triangles making it look like the core Prada logo.

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104

Playlist

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Suitability:

Acceptability:

Feasibility:

ReLaunching Watches in a sustainable way that fulfills the current goal in being more technologically advanced and utilising it’s Opportunities.This will also eliminate the threat of being new to experimenting and weakness of affect by the fluctuating economy during this pandemic.

Sustainablility being the forefront, their relationship with interest groups and their influence on general people for the envionment will be strong. The shareholder’s would be pleased by the idea.

Being financially stable, Operating worldwide, Prada has the technology and skillset required to produce and launch sustainable Luxury watches.

Future Strategy Initially, the watch will be released with bare minimum features like the time and the direction with android OS. Gradually in time, studying the consumer buying behaviour, new features will be added.

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Survey Analysis

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Quora.com. 2020. Who Are The Target Customers For Prada? - Quora. [online] Available at: <https://www.quora.com/Who-are-the-target-customers-for-Prada> [Accessed 19 November 2020]. RetailDetail. 2020. The Chinese Are Again Enjoying Prada. [online] Available at: <https://www.retaildetail.eu/en/news/fashion/chinese-are-again-enjoying-prada> [Accessed 25 November 2020]. Retaildesignblog.net. 2020. » Prada Flagship Store By Roberto Baciocchi, Osaka – Japan. [online] Available at: <https://retaildesignblog.net/2013/07/26/prada-flagship-store-by-roberto-baciocchi-osaka-japan/> [Accessed 3 December 2020]. Retail News Asia. 2020. Prada Chongqing Store Has Italian Design Elements. [online] Available at: <https://www.retailnews.asia/prada-chongqing-store-has-italian-design-elements/> [Accessed 11 December 2020]. Sleek-mag.com. 2020. A Brief History Of Prada Linea Rossa: The OG Athleisure Line. [online] Available at: <https://www.sleek-mag.com/article/prada-linea-rossa/> [Accessed 15 December 2020]. Statista. 2020. Leading Watch Importing Countries Worldwide 2019 | Statista. [online] Available at: <https://www.statista.com/statistics/288267/leading-watch-importing-countries/> [Accessed 7 December 2020]. Statista. 2020. Prada: Global Net Sales By Geographical Area 2019 | Statista. [online] Available at: <https://www.statista.com/statistics/710552/net-sales-by-geographical-area/> [Accessed 4 December 2020]. Stella + the Stars. 2020. [Stella Loves] Where To Get THAT Prada Marfa Wall Art — Stella + The Stars. [online] Available at: <https://www.stellaandthestars.net/ blogposts/28/1/2016/stella-loves-the-devil-wears-prada-marfa> [Accessed 12 December 2020]. Team, M., 2020. Prada SWOT Analysis | Top Prada Competitors, STP & USP | Detailed SWOT Analysis Of Brands | MBA Skool-Study.Learn.Share.. [online] MBA Skool-Study.Learn.Share. Available at: <https://www.mbaskool.com/brandguide/lifestyle-and-retail/3574-prada.html> [Accessed 12 December 2020]. The Business of Fashion. 2020. For Prada, Success In The Bag. [online] Available at: <https://www.businessoffashion.com/opinions/news-analysis/for-pradasuccess-in-the-bag-handbag-price> [Accessed 3 December 2020]. The Business of Fashion. 2020. Prada Experimented With A New Digital Fashion Show Format. Did It Work?. [online] Available at: <https://www.businessoffashion.com/articles/marketing-pr/prada-digital-fashion-show-raf-simons-miuccia-prada> [Accessed 16 December 2020]. The Business of Fashion. 2020. The Unprecedented Coming Together Of Miuccia Prada And Raf Simons. [online] Available at: <https://www.businessoffashion. com/reviews/fashion-week/the-unprecedented-coming-together-of-miuccia-prada-and-raf-simons> [Accessed 1 December 2020]. Trotter, K. and Trotter, K., 2020. 10 Things Every Fashion Enthusiast Should Know About Prada’s Iconic History. [online] Vogue Arabia. Available at: Luxurysociety.com. 2020. How Prada Is Transforming Itself For The Digital Age. [online] Available at: <https://www.luxurysociety.com/en/articles/2019/07/how-prada-transforming-itself-digital-age/> [Accessed 5 December 2020]. Tran, L., 2020. Scanning Watch | Yanko Design. [online] Yankodesign.com. Available at: <https://www.yankodesign.com/2011/08/11/scanning-watch/> [Accessed 10 December 2020]. Unmetric. 2020. Social Media Analytics & Intelligence Dashboard By Unmetric. [online] Available at: <https://unmetric.com/brands/prada> [Accessed 17 December 2020]. Vogue India. 2020. PRADA News | Latest PRADA Updates, Stories & Photos| Vogue India. [ONLINE] Available at: https://www.vogue.in/topics/prada/. [Accessed 15 December 2020]. Vogue Arabia. 2020. 5 Reasons Why Raf Simons is Mrs Prada’s Perfect Match | Vogue Arabia. [ONLINE] Available at: https://en.vogue.me/fashion/reasons-rafsimons-mrs-pradas-perfect-match/. [Accessed 15 December 2020].

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Interview Scripting Name: Ishpreet Age: 27 Srusti: Good Morning Ishpreet how are you? Ishpreet: Good Morning i am good, how are you? Srusti: I am fine too, and i would like to ask you some questions related to my research work and it will be very helpful for me if you answer it. Ishpreet: Definitely Srusti: So what do you do Ishpreet? Ishpreet: Basically i am from Chandigarh but work as a data scientist in Pune, usually we work with media plans and its all about handling media data. Srusti: Are you a luxury consumer? Ishpreet: A bit as much as i can afford right now and i love buying good quality products. Srusti: what inspires you to buy luxury products? Ishpreet: I am not a brand conscious person but i prefer quality first and then look over the brand. Srusti: Have you heard of Prada? Ishpreet: Yes Srusti: What is Prada to you? Ishpreet: Prada is a very classic and people usually don’t know where it is from and It is the first luxury brand which i heard of and i also like because they are not loud like other brands like Gucci and its my sort of style so i like it. Srusti: Have you ever purchased from Prada? Ishpreet: Yeah, right now i have only purchased sunglasses which I purchased it 2 years ago in January. Srusti: How was your experience? Ishpreet: The quality of the product is very good and it is worth buying and my mom used to tell me to at least buy a one good pair of sunglasses and then i got it and it does make a difference and you will only come to know when you wear it. Srusti: Were you satisfied with the service of Prada? Ishpreet: Actually i didn’t bought it from a Prada store, i bought it from Sunglasses Hut in Pune. Srusti: So were you satisfied with the Product Packaging? Ishpreet: I personally have never been much shopped from a luxury brand but i was satisfied with the packaging. Srusti: Which Prada product do you want for as of now? Ishpreet: Right now i am looking to buy a long coat and also the sneakers which they released recently. Srusti: Do you know any one who owns Prada watch? Ishpreet: I think so my aunt owns one, i am not sure about it. Srusti: What would you like to buy if Prada have offered re launch of watches or Home decor? Ishpreet: I am not much fan of watches but i would love to buy Home decor products like how YSL did small and niche products. 116

Srusti: Do you know any one who owns Prada watch? Ishpreet: I think so my aunt owns one, i am not sure about it. Srusti: What would you like to buy if Prada have offered re launch of watches or Home decor? Ishpreet: I am not much fan of watches but i would love to buy Home decor products like how YSL did small and niche products. Srusti: Do you think that they should be also more sustainable towards the packaging? Ishpreet: Definitely, and also most of the waste is also generated by the packaging and if these materials are also sustainable then it would really work a lot. Srusti: Would you recommend Prada to your younger generation? Ishpreet Yes, if you can afford it go for it and also the diet Prada os also name after Prada so it will be always iconic Srusti: Okay now thats it and thanks a lot Ishpreet for your valuable time and it was great talking to you. Ishpreet: Your welcome always.

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Name: Pia Lubineau Age: 25 Srusti: Good Morning Pia how are you? Pia: Good Morning i am good, how are you? Srusti: I am fine too, and i would like to ask you some questions related to my research work and it will be very helpful for me if you answer it. Pia: Definitely Srusti: lets start quickly, So Pia what do you do? Pia: I work for a French company in Belgium, but i travel all around the world for work. Srusti: Sounds good, and do you like to invest in luxury products? Pia: I like to buy luxury products. Srusti: Have you heard of Prada? Pia: Yes i have bought a Prada bag. Srusti: what is Prada to you? Pia: Personally i am not a very huge fan of Prada and i was recently introduced to Prada by one of my bestfriend on occasion of her wedding and that was my first experience with Prada. Srusti: When and from where did you purchase the Bag? Pia: I purchased it in October from Prada store in Paris. Srusti: How was your experience with Prada packaging? Pia: It was good I really liked the packaging and nothing was missing. Srusti: Which is your next dream product from Prada? Pia: I really like the sunglasses and the small Safianno bags. Srusti: Do you know any one who owns Prada watch. Pia: No Srusti: What would you love to buy If Prada offered Watches or Home decor? Pia: I would like to buy Home decor if they offered because I am obsessed with decor. I have been to Hermès Home. Srusti: Would you recommend Prada to your younger generation? Pia: Yes definitely, I got my luxury products for my Grandmother and I would love to pass those on as a heritage because somehow they become a part of our lives and family. Srusti: Okay now thats it and thanks a lot Pia for your valuable time and it was great talking to you. Pia: Your welcome always.

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Name: Aman Gupta Age: 24

Aditya: Good Morning Aman how are you? Aman: Good Morning i am good, how are you? Aditya: I am fine too, and i would like to ask you some questions related to my research work and it will be very helpful for me if you answer it. Aman: Definitely Aditya: So lets begin, What do you do Aman? Aman: My hometown is in mumbai but now i live in Munich completing my MBA. Aditya: Ohh Great, do you love buying luxury products? Aman: I probably buy the product if i love the design and connects with me emotionally. Aditya: Have you ever heard of Prada? Aman: Yes, even i have purchased sunglasses and perfume from Prada. Aditya: How was your experience with the product? Aman: I really loved the products and the quality of the product have really satisfied me. Aditya: How was your experience with the packaging of the product? Aman: The packaging of the products were satisfying but also as a Prada brand even the packaging can be made more attractive. Aditya: Whats your opinion on Prada as a brand? Aman: I personally love the brand personality of the Prada of not being to loud and making the products more simpler and classy. Aditya: What would you like to buy if Prada had launched watches or Home decor? Aman: I would like to buy Prada watches if they offered. Aditya: Which is your current dream product from Prada? Aman: I would really love to buy the Prada superstars and these are my current desire. Aditya: Would you recommend Prada to your younger generation? Aman: Yes, why not if the product will still be good quality then definitely yes. Aditya: Okay now thats it and thanks a lot Aman for your valuable time and it was great talking to you. Aman: Your welcome always.

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