Karen PRADA Marketing Research

Topics: Milan, Miuccia Prada, Prada Pages: 14 (1522 words) Published: April 14, 2015
PRADA MARKETING RESEARCH

PRADA Marketing Research
IFA Paris
Fashion Marketing

Karen Chen (A2C1-2)
November 10, 2014

PRADA MARKETING RESEARCH

TABLE OF CONTENTS
1. Marketing Audit
1.1 HISTORY OF THE PRADA GROUP…………………………………………………………2–3

1.2 CREATIVE DIRECTION……….…………………………………………………………………4

1.3 CONSUMER SEGMENT……….………………………………………………………………..5

1.4 CURRENT POSITIONING……….…………….………………………………………………6-7

2. Marketing Mix
2.1 PRODUCT…………………………………………………………………………………….…8-9

2.2 PRICE……….……………………………………………………………………………………10

2.3 PLACE……….………………………………………………………………..……………….…11

2.4 PROMOTION……….…………….……………………………………………….………….12-13

PRADA MARKETING AUDIT

HISTORY OF PRADA GROUP
1913
Mario Prada opens a luxury store (Handbags, shoes, trunks, luxury accessories, etc.) Handcrafted, sophisticated goods - rapidly

1919
Prada became an official supplier to the Italian Royal Family. Since then, Prada has been able to display the House of Savoy coat of arms on its label.

1970s
Miuccia Prada, Mario’s granddaughter, launched a partnership with Tuscan businessman Patrizio Bertelli. This partnership combined creativity and business ideas to commence a new era.

1983
Opening of the second store in Via della Spiga, Milan, which is one of Europe’s key shopping destinations.

1986
New stores were opened in New York and Madrid, followed by London, Paris and Tokyo. Extending the range of the products from leather goods to men’s and women’s apparel (Including footwear).

1988
First Prada Woman runway show was held.

1993
Establishment of Miu Miu (Ready-to-wear, bags, accessories, footwear and eyewear) and it is an increasingly important component of the Group’s sales.
Launch of Prada men’s collections (Ready-to-wear and footwear).

1999
Prada acquired full control of Church’s, a prestigious brand of high-end English footwear

2001
Prada acquired control of Car Shoe, an historical Italian brand. And the first “Epicenter” store was opened the same year in SoHo, New York.

2003
With the Italian eyewear manufacturer Luxottica, producing eyewear for the Prada and Miu Miu brands.


2

PRADA MARKETING AUDIT

2004
Launch of the Prada Woman fragrance.

2010
The Prada e-store first went online

2011
Development of a Prada and Miu Miu retail network in the Middle East.

Number of stores
Directly Operated Stores (DOS) of the group reached 540 at January 31, 2014. The Group now covers with its own stores 40 out of the 70 countries where Prada, Miu Miu, Church’s and Car Shoe finished products are distributed and these stores generate 84.5% of consolidated net sales. January 31, 2014

January 31, 2013

Owned

Franchises

Owned

Franchises

Prada

330

24

283

19

Miu Miu

150

8

126

6

Church’s

52

-

45

-

Car Shoe

8

-

7

-

540

32

461

25

Total

January 31, 2014

January 31, 2013

Owned

Franchises

Owned

Franchises

Italy

51

6

48

5

Europe

150

6

137

6

Americas

91

-

61

-

Asia Pacific

157

20

130

14

Japan

72

-

71

-

Middle East

16

-

11

-

Africa

3

-

3

-

Total

540

32

461

25

3

PRADA MARKETING AUDIT

CREATIVE DIRECTION
The group has four brands: Prada, Miu Miu (Designed for women who are particularly fashion-forward and aware in avant-garde, trendy and sophisticated fashion and lifestyle), Church’s and Car Shoe.

PRADA:
Sophisticated elegance, mix of modern and classics, luxury, innovation. “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,...
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