PRADA aims to be a leading global fashion label known for high-end, artistic products and exceptional customer service. It positions itself as elegant, chic, and luxurious for consumers seeking quality, class, prestige and social status. PRADA produces ready-to-wear clothing, accessories, fragrances and home goods targeted at mature consumers through 250 stores worldwide and select retailers. It reinforces its brand through fashion shows, magazine ads, and a traveling art gallery.

1. PRADA Morgan Baker, Stasia Bevard, Amy Gosalia, Jessica Lichty International Marketing

3. Company Goals To be a leading fashion label and sell high end products worldwide. To make PRADA products not only a brand but a piece of art. To provide exceptional customer service and cutting edge technology.

4. Corporate Values A family company “ 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

5. 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

6. Marketing Mix 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.

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

8. Marketing Mix New York PRADA Store Hired Dutch architect Rem Koolhaas to design the 40 million dollar store The store was designed to reinvent the retail experience and reinvigorate the PRADA brand “ This store is an amazing piece of architecture and definitely has one of the most unique interiors of any store I’ve ever seen. But the layout suffers from it’s architectural innovation.” Customer Review PLACE

9. Marketing Mix New York PRADA Store Hired Dutch architect Rem Koolhaas to design the 40 million dollar store The store was designed to reinvent the retail experience and reinvigorate the PRADA brand “ This store is an amazing piece of architecture and definitely has one of the most unique interiors of any store I’ve ever seen. But the layout suffers from it’s architectural innovation.” Customer Review PLACE

10. PRADA store in New York

11. 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. Marketing Mix PROMOTION Traveling Art Gallery Miuccia Prada organized a traveling art gallery entitled “Waist Down” to display many of the PRADA skirts she designed.

13. 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 PRICE Marketing Mix

14. Approach to Innovation Technology in the store TI-RFID smart labels set up through out the store to identify merchandise, staff, customers and devices and link individual shoppers with information about their selections before they make a purchase. The smart labels also help sales representatives stay current on the stores inventory and customers previous purchases. The smart labels inside the dressing rooms provide information on the garment through a interactive video touch screen display.

15. Approach to Innovation PRADA cell phone LG and PRADA merged to create a highly sophisticated cell phone that utilizes an extra wide LCD touch screen display. Also Features Music Player Music Multitasking Video Player Macromedia Flash Document Viewer

16. Smart Label technology in dressing room PRADA Phone

17. SWOT Strengths High prices Brand loyalty High quality products Weakness High price Availability of products Opportunities To expand the product line by acquiring other labels Threats Competition from other fashion houses

18. Questions? What makes PRADA so appealing compared to other brands? Do you think the high price of PRADA products is a strength or a weakness? Why does PRADA make the flagship stores so unique and is this a strength or a weakness?