International Marketing
PRADA
Morgan Baker, Stasia Bevard,
Amy Gosalia, Jessica Lichty
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.
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
Positioning
• The PRADA brand exhibits:
–Prestige
– Elegance
–Social Rank
– Chic
• Consumers buy PRADA when:
– New fashion trends
– Change of season
• PRADA consumers expect:
– High Quality
– Class and wealth
– Luxury
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.
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
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
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
PRADA store in New York
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.
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
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.
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
Smart Label technology
in dressing room
PRADA
Phone
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
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?