HISTORY OF THE BRAND Prada is an Italian fashion label who specialise in luxury goods for men and women. The company was founded in 1913 by Mario Prada along with his brother Martino. It began as a leather goods shop called Fratelli Prada (Italian for Prada Brothers). In the beginning the shop sold leather and handbags imported from England. Mario believed women should not work in business so he prevented female members of his family from entering into his Prada company. However Mario’s son was not interested in the business so it was his daughter who became his successor and ran it for almost twenty years. Mario’s granddaughter Miuccia Prada joined the company in 1970 and took over her mother and inherited it In 1977. Prada headquarters are in Milan, Italy and there are over 250 boutiques worldwide.
HISTORY TIMELINE START 1913 1988 1993 Mario Prada opens in Galleria Prada runs its first women’s collection “Milano Prada Arte”/”Fondazione Vittorio Emanuele II, Milan. at its headquarters in Milan. Prada” project is born. 1919 1986 1997Prada is appointed “Official Supplier Stores opened in New York and Madrid, Bertelli creates the “Prada Challenge to the Italian Royal Household”. followed by London, Paris and Tokyo. for the America’s Cup 2000” 1950 1983 1999 Prada launches a special type of New store opened in New headquarters between vianylon – fine and as precious as silk. Via della Spiga, Milan. Bergamo and via Fogazzaro underway. 1977 1979 2000 Prada’s granddaughter, Miuccia Launch of Prada’s first Launch of the sunglasses and optical and Tuscan businessman Patrizio women footwear collection. eyewear collection by Prada. Bertelli take over the company.
2004 2005 FINISH Opening of third Prada Epicentre in Prada presents the short film “Thunder Beverly Hills, Los Angeles. Perfect Mind” adapted from JordanPremiere of “Waist Down” in the Tokyo Scott’s poem of the same name to Epicentre then New York and LA. launch Prada’s new fragrance. 2010 Launch of “Prada Made in…” collection. Collections are hand- 2003 made in local workshops. 2006 Prada is one of three official Agreement with PUIG Beauty & Miu Miu becomes part of the official partners of the Italian Pavilion at Fashion group for fragrances calendar of Paris’ Pret-a-Porter runway. the 2010 Expo of Shanghai. and Luxottica for eyewear. Opening of second Prada Launch of Prada’s first masculine fragrance. Epicentre in Aoyama, Tokyo. 2007 2009 2002 Launch of Prada’s phone by Presentation of the “Prada book”. Prada opens its American LG – the first phone with an Seoul hosts the Prada TransformerHeadquarters on 57th Street, New York. entirely “touch” screen. – a futuristic rotating building which holds four different events (art, cinema, fashion and culture). 2001 2008 Opening of the first Prada Prada presents “Trembled Blossoms”, an Epicentre on Broadway, New York. animated imaginative short film inspired Prada takes control of Car Shoe. by the Spring/Summer collection.
BRAND VALUES "For Prada, fashion, luxury and style have always beencore aspects of a project that goes beyond productionof clothes, footwear and handbags. Careful observationand 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
PRODUCT LIFE CYCLE Handbags Footwear £1000+ Exclusive Women wear Menswear Footwear £500-£1000 Gifts Accessories £80-£300 Mass Market & Outlets
PLACE/DISTRIBUTION ITALY 44 NORTH AMERICA 47 EUROPE 115 JAPAN 65MIDDLE EAST 2 ASIA PACIFIC 115The Group operates in 70 countries through 388 (as of 31 January2012) directly operated stores, 30 franchise stores and a network ofselected high-end multi-brand stores and luxury department stores.