Italian luxury fashion house - Prada's secret of success



In the world of Italian designer brands, Prada is a brand that is not new and special in terms of product lines and origin, but there is an uniqueness in its process of shaping the brand and its secret of success.

Italian luxury fashion house - Prada's secret of success

The way to go against general trend is the Italian luxury fashion house Prada's secret of success / ph: Prada 

In the 108 years of the Prada existence, up to 75 years of brand history have followed the same trails as countless other Italian designer brands and top fashion names in the world.  A period of more than 40 years has just been the peak of this Italian luxury fashion house.

1. The path of the majority

 Like the Italian luxury brand Gucci or the French luxury brand Hermes in France, Prada also originated from a very simple product line that met the needs and general trends at that time.  These luxury products are still produced today by Prada but have become secondary and only a secondary value element of this Italian luxury fashion house, bringing in not small revenue, but not the most important contribution to reputation of this Italian luxury fashion house.

 Prada was founded by Mr. Mario Prada in 1913 in Mailand (Italy), originally called "Fratelli Prada", specializing in making suitcases and handbags.  From this very beginning, the materials used by Prada have always been the finest leather and fur, and even gold and ivory are included in the finished luxury products.  The value of the material at that time embodies the luxury and cost of the product.  Both the business idea and the trend of the Prada development at this stage were not much different from countless other Italian designer brands.  Target customers are the powerful people, upper class, aristocratic and rich people. 

 It was almost the same when Mario Prada and his daughter took over the company.  Prada has a reputation that is not mixed with other brands, but just like many other Italian designer brands.  Customers have nothing to blame Prada but Prada is not the only option they have.  No one complains about the quality and price of Prada products but for customers who do not use Prada, it is okay.

2. Italian luxury fashion house - Prada's secret of success is to reverse the general trend

Italian luxury fashion house - Prada's secret of success

Italian luxury fashion house - Prada's secret of success is to reverse the general trend / ph: Prada 

Everyone knows Prada is classy, but in that class there are many luxury products similar to Prada.  What Prada lacked during this period was uniqueness.  It is impossible to have that uniqueness if only following a path that is not unfamiliar to the masses who have been, are and will have a lot of people coming and following.  If using today's language, during that time, Prada was trapped in a "high-level stealth trap".  So it is not uncommon for the Prada business to become increasingly difficult and really challenged at the end of the 70s of the last century.

3. Finding out its own way

Luxury names, no matter how golden they are, are not immune to the challenge of survival.  The history of fashion names in the world has many convincing evidence of the end-of-life tragedy of many world-famous luxury names.  Perhaps the Prada could not avoid that fate and cost it today thanks to a fateful HR decision - Transfer of management and operation power to the third generation of the Prada family.  In 1978, Mario Prada's grandson Muiccia Prada was assigned to steer the Prada boat from his mother's hands.

Muiccia Prada cannot be dominated by the harmonious combination of traditional colors.

The girl Muiccia Prada was born in 1949 in Mailand, wants to do more politics than business and has never had any experience in fashion business management or business experience.  Standing out holding the reins in Prada was completely reluctant to Muiccio Prada.  But exactly as the saying "Time to create heroes", Muiccia Prada became the person not only to save Prada, but also make this company a leader in the fashion world, having both the reputation and valuation as currently.

Italian luxury fashion house - Prada's secret of success is to reverse the trend.  Researchers of luxury names almost all agree that, only outsiders can go against the trend and can succeed with going against the trend. Going against the general trend is the private passage that Muiccia Prada has found and applied to the Italian luxury fashion house - Prada. Do not want to do business, but have to bear the burden of maintaining and developing the brand.

 Not having education and understanding about fashion but developing fashion brand.  Perhaps so, Muiccia Prada could find its own way for Prada and bring this Italian luxury fashion brand to the point that it can break through the thousands of other fashion names, which is uniqueness.

 Muiccia Prada combines art with fashion, but not art to sell fashion, but to turn fashion into art.  Muiccia Prada gave up on using expensive and rare materials to make the products, and switched to very low-cost materials that were readily available like nylon or parachute but not skin or fur.

 Muiccia Prada not only targets traditional customers as ever, but also gives higher priority to specific types of customers that almost no fashion brands pay attention to like young people or fat people.  Muiccia Prada is not dominated by a harmonious combination of colors from a traditional aesthetics point of view, but emphasizes the vividness and brilliance of the colors.

 Simple but modern, trendy but durable, polite but sexy, luxurious without being too expensive to make customers feel like the product is designed and made for themselves - that is Prada under the  operator of Muiccia Prada and identity of this Italian luxury fashion brand today.  In the fashion world almost no other fashion names is more successful than Prada in those aspects.  The same product should create a luxurious impression where it is necessary to appear luxurious and polite where the extravagant impression must be avoided.

 Light and convenient and still regarded as a fad and luxury - the Prada under Muiccia Prada contrasts almost entirely with the products of the past.  Later, Prada also expanded its business into many other product lines and was also very successful.  The way to go against that trend until now has only seen the great success at the Italian luxury fashion house Prada.

 It is no coincidence that the 7th art has also selected Prada as its logo for the fashion world.  The film "The Devil Wears Prada" with screen star Meryl Streep as the lead editor of fashion magazine "Runway" was once considered one of the Hollywood movie events.  The film is not about the history of the brand but exposes the difficulties and hidden corner in the fashion world.

 Art does help increase brand value, especially cinema.  But how quality and prestige the brand itself must be for the 7th art to need it.

 Prada has done that even though sales and tradition are not equal or less than many other players in the world of luxury names.  It doesn't know for sure whether the Italian politics today has much difference from that time if the girl Muiccia Prada joined the game of politics power. But there is a certain thing that without this girl the Italian luxury fashion house - Prada could not be what it is today.

Italian luxury fashion house - Prada\'s secret of success

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