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

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 Prestige
Consumers buy PRADA when:
New fashion trends
Change of season
PRADA consumers expect:
High Quality
Class and wealth
Luxury
Prestige
Social Rank

6. PRODUCT
Marketing Mix
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. PLACE Marketing Mix 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

8. PLACE 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

9. PLACE 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

10. PRADA store in New York

11. PROMOTION Marketing Mix 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.

13. PRICE Marketing Mix 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

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.
Macromedia Flash
Document Viewer
Also Features
Music Player
Music Multitasking
Video Player

16. Smart Label technology
in dressing room
PRADA Phone

17. SWOT Strengths Weakness Opportunities Threats 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?