Although the cross-border marketing model for Prada

Although the cross-border marketing model for Prada brought the reputation and status of the world’s top luxury brands. But the face of the economic slowdown and the general anti-corruption action after the Chinese leadership as the luxury goods industry background, Prada also not immune. In Prada recently released 2013 first quarter earnings report, as of the end of April 2013, sales of 772.6 million euros, at constant exchange rates increased by 16%. However, compared with the first quarter earnings have been significantly slowed down.

The vast majority of contributions as a performance by its directly managed retail channels to achieve Prada, the expansion of the number of stores is very important. Earlier this year, Prada CEO Patrizio Bertelli has said that “in 2013 we will continue to focus on expansion of global retail network,” and this year, planning to open 70-80 stores, of which China 10-12.

“Whenever a new shop assessment, the following factors be considered within the scope of the necessary Prada: According considering buildings and consumer types, assess siting malls, department stores, hotels or street quality, space size, Prada Prada seek to create ‘overall visual effect of’ large space (including men and women shoes, accessories). “Prada Asia Pacific CEO Sebastian Suhl once said to the media that.

But the data showed a profit is not optimistic, Prada store expansion is slowing down has become a clear trend. According to the survey, from January 31 to April 30 Prada in mainland China does not open a shop. Asia-Pacific region four new franchise stores were located in Korea, Singapore and China Taiwan region. April net increase of only a shop, the total number of outlets to reach 462. Patrizio Bertelli told the media that, “In the future we will focus on the Middle East and South America and the United States department store.” But the reporter on this call Prada Shanghai Corporation China public relations manager, it represents the second half of Prada in China is still in Shanghai and two third-tier cities have a store opening program, specific location is still being further defined.

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Prada is known to be much afraid in 2007

In mainland China, Prada is known to be much afraid in 2007, thanks to the movie “The Devil Wears Prada (The DevilWears PRADA)” trend landing. In the film, the Monster Miranda is wearing a black V-lapel jacket and skirt, as well as appearances at the hands of the leader Miranda hung 2006 autumn and winter limited edition beige handbag, both dripping show the Prada brand respected and adhere to high-quality minimalist fashion style.

As Italy’s legendary absolute brands, from 1913 Prada founder Mario Prada began the creation of brand, positioning it doomed to higher consumption route, because it was Prada’s customers are almost all Italian door lady. The noble, tough, elegant style is consistent Prada also caters to the restrained person needs a group of fashion circles dress. Especially in the New York fashion circles, Prada low-key design, always to wear the brand’s full of smart people a high-profile and pride, but it is also designed as the film Miranda temperament in general, is full of strong female beauty . Although the fashion environment changes, Prada near the verge of bankruptcy in the 1970s, but since the current brand head Miuccia Prada (Miuccia Prada) took over, began attested, even after 2008, when the economic crisis was hard development, sales performance is also increased rapidly.

According to Prada 2012 annual report data, as of January 31, 2013, Prada Group opened worldwide outlets 461, as well as department stores, independent retail stores sales network in 70 countries worldwide. Moreover, in the famous 2013 year Brand marketing consulting agency Millward Brown Z released the world’s most valuable brand rankings, Prada as the first to enter the top 100 global list, and 63% increase in the past year was named the world’s each category biggest brand value brand.

Cross-border marketing

According to a leading global management consulting firm Bain & Company released the “2012 China’s luxury market research report” for Beijing and Shanghai, most consumers tend to buy the top three brands in the category Prada bags for the first time into the top three, beyond Hermes came in second place behind Louis Vuitton, which also indicates that in China, Prada has behaved “ease.”

From leather goods to clothes to shoes, underwear, Prada boutique has become a complete kingdom, the territory also extended to the whole world. Today, the “light green boutique” Prada of its unique design combines functionality and elegance swept the world, perfect to bring out the best product Prada.

As the first to enter China’s first-tier luxury brands, Prada continues to maintain its high-end luxury positioning, and maintained with cross-border marketing of Brand mystery and freshness.

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