Prada S.p.A. is an Italian luxury fashion house, specializing in ready-to-wear leather and fashion accessories, shoes, luggage, perfumes, watches, etc., founded in 1913 by Mario Prada.

PRADA

Prada S.p.A. is an Italian luxury fashion house, specializing in ready-to-wear leather and fashion accessories, shoes, luggage, perfumes, watches, etc., founded in 1913 by Mario Prada.

The company was started in 1913 by Mario Prada and his brother Martino as a leathergoods shop – Fratelli Prada (English: Prada Brothers) – in Milan, Italy. Initially, the shop sold leather goods and imported English steamer trunks and handbags.

The Milan store quickly became a firm favourite with the Italian aristocracy and the most sophisticated members of the European elite. In 1919 Prada received the warrant of “Official Supplier of the Italian Royal Household”, and since then has been able to display the royal Savoy coat of arms and figure-of-eight knots alongside the company logo.

Age breakdown of customers:

Age ground by %	10 years ago	5 years ago	This year
18-25
26-35
36-50
50+

Recent market research:

A large sample of 20-30-year-old men and women were interviewed. All had finished high school and were either still in higher education, or had successfully completed higher education.

Prada is too expensive for me	Agree 60	Disagree 20	Don’t know 20
Prada is a timeless classic	Agree 70	Disagree 20	Don’t know 10
Prada is for my generation	Agree 80	Disagree 15	Don’t know 5
Prada is for my parents	Agree 30	Disagree 55	Don’t know 15
People look cool and sophisticated in Prada	Agree 65	Disagree 10	Don’t know 25
I’d buy other goods with the Prada brand	Agree 40	Disagree 15	Don’t know 45
Prada is a symbol of success	Agree 35	Disagree 30	Don’t know 35
Prada is old-fashioned and boring	Agree 45	Disagree 35	Don’t know 20

New perfume for women:

1. Price: high

Name: Prada Candy

Image: Bright and young

2. This product will be sold:

A. In special boutiques

B. Airport shops

C. On the Internet site

3. Kind of image: expensive, attractive

Kind of media: mass media (advertising on TV, in the internet), banners on the streets

Slogan: Prada Suits Everyone

Model: Léa Hélène Seydoux-Fornier de Clausonne is a French actress. She participated in the Levi's television advert "Dangerous Liaison", and has been seen in several photo editorials, including for Vogue Paris, American Vogue, Numéro, L'Officiel, CRASH, Another Magazine and W magazine.

4. Promotion

A. We will give a free gift with every packet (like shower cap or other perfume samples)

B. We will give a voucher giving a 10% discount to the people, who buy more than 3 items in our boutique

Дата добавления: 2015-09-29