Prada

history, product life cycle, 4Ps

1. PRADA presentation

2. STEPS HISTORY PRODUCT LIFE CYCLE 4Ps

3. HISTORY OF THE BRAND 1913 – Mario Prada opens a luxury store (handbags, shoes, trunks, luxury accessories, etc.) Handcrafted, sophisticated goods – rapidly 70’s – the new era of Miuccia Prada & Patrizio Bertelli has started. They turned the label towards haute couture and internationalization. 1985 – Prada’s classic elements with mohandbag (parachute nylon). 1984 - expansion across continental Europe. 1989 - Prêt-à-porter collection 90’s – Fondazione Prada. New brand image blending traditional and architectural setting - benchmark for luxury retail. 1992 – world’s expansion

4. BRAND VALUES " For Prada, fashion, luxury and style have always been core aspects of a project that goes beyond production of clothes, footwear and handbags. Careful observation and interest in the world, society, and culture are at the core of Prada’s creativity and modernity. This has pushed Prada beyond the physical limitations of boutiques and showrooms, leading us to interact with diverse, seemingly distant worlds, and introducing, very naturally,  a new way of creating fashion”. Miuccia Prada and Patrizio Bertelli

5. Brief outlook

6. Positioning The PRADA brand exhibits: Elegance Chic Consumers buy PRADA when: New fashion trends Change of season PRADA consumers expect: High Quality Class and wealth Luxury Prestige Social Rank “I love fashion, but I think it should stay in it’s place, not rule your life. It’s a very nice part of your life, but I think it should be fun.” - Miuccia Prada

7. PRODUCT The PRADA line produces high-end ready to wear clothes and accessories for men and women in addition to a range of children’s clothes, fragrances, cosmetics and home products. PRADA also has the Miu Miu line of products that are lower in price and targeted towards a younger demographic. Linea Rossa is PRADA’S sports collection that features tennis shoes. The PRADA brand is in the life cycle stage of maturity.

8. PLACE 250 PRADA stores in 65 countries Flagship stores in New York, Beverly Hills, and Tokyo Headquarters in Milan PRADA also sold in: Online stores Bergdorf Goodman Neiman Marus Saks Halls And many other stores around the world

9. PROMOTION Fashion Shows Fashion show production has become one of the most persuasive marketing tools used by the fashion industry today. Magazines Ads PRADA Ads are featured in many fashion magazines worldwide including Vogue and Elle. Traveling Art Gallery Miuccia Prada organized a traveling art gallery entitled “Waist Down” to display many of the PRADA skirts she designed.

10. PRICE PRADA has many products with varying price levels Purses: $400- $3,000 Shoes: $300- $600 Apparel: $200- $1000 Sunglasses: $200- $300 Fragrance: $50- $150 Skin Care: $50- $150

11. THANKS FOR YOUR ATTANTION!!!