Prada slideshare
Transcript of Prada slideshare
Emily Wiley
History•Began in the early 20th century in Italy•Started by Mario Prada, Muiccia Prada’s grandfather•1st shop in the Galleria Vittorio Emanuele II•1919 Prada was appointed official supplier to the Italian Royal Family ( which allowed them to use the coat of arms and the knotted rope insignia into its logo•Originally sold leather goods, bags, luggage, jewels, crystals, as well as unusual pieces such as walking sticks•Had a home delivery service
Visual MerchandisingThe Main Floor Mirrors as backgrounds to the
shelves on the wall, holding mainly bags
Glass cases with mirrors incorporated holding wallets, clutches, scarves, and gloves
Sunglasses had own rack on wall
Special section dedicated to women’s shoes
Mannequins displaying women’s ready to wear even on floor consisting of only accessories
The three-tiered effect
Visual MerchandisingThe Basement Menswear Marble staircase/glass elevator
separating the clothing from shoes
Velour couches used for seating Rolling racks in corners of the
room next to the staircase Racks organized by formal wear
to more casual wear Glass cases including messenger
bags, wallets, and cardigans Special shelf dedicated to
sunglasses on wall Shoes in the back area of room:
dress shoes to more casual leather shoes
Visual MerchandisingThe Mezzanine Consisted of specialty
snakeskin and bejeweled items
Mainly bags, clutches, and shoes
Smaller floor because less merchandise
Velour couches to use for sitting
Mannequins used to display clothing even though this was an accessories floor
Visual MerchandisingThe Top Floor Women's wear Everything from casual
dresses to formal dresses, to women’s suits, to casual and professional skirts, pants, button downs
Mannequins display elegant skirts with tops and scarves on either side of partition
Two pink velour couches facing each other on either side of partition
Glass cases holding cardigans, clutches, scarves, and wallets
Characteristics
Contemporary lighting, not obvious
Very clean, open merchandise was easy to see
Marble stair case centered, with glass elevator next to it
Glass and mirrors incorporated in almost every detail Allows the customer to
see themselves with the product
Merchandise
Everything separated by floors, from leather goods to men’s wear to specialty goods to women’s wear
The brand is self named
Prada is one of the highest fashion leaders in the world
Customer Service
Very helpful on the main floor and basement
Relatively aloof as the floors went higher
“can I help you find something?”
Very busy but managed to be attentive to every customer on the main (and busiest) floor
Different from the Prada boutiques back home due to increased consumer market and larger store
Image
Targeted customer: wealthy, can afford and appreciate luxury
Unusual department is the mezzanine floor, since the entire floor was devoted to only 2 specialty goods, snakeskin and precious gems
Unique about the boutique: mirrors used in almost every aspect
Clean and simplistic while being open and sophisticated and with a good amount of product
Sources http://images.google.com/imgres?imgurl=http://leathercraftcentral.com/wp-content/
uploads/2008/07/prda.jpg&imgrefurl=http://leathercraftcentral.com/leather-bags/leathercraft-success-stories-prada.html&usg=__Iti2bKhpD0bo3nW0-KYGlKAeh9g=&h=283&w=196&sz=106&hl=en&start=4&sig2=BOnmpQ79Z3QQ6KVDMT8q1g&um=1&tbnid=YHIZ_xFACmhjpM:&tbnh=114&tbnw=79&prev=/images%3Fq%3Dmario%2Bprada%26hl%3Den%26rls%3Dcom.microsoft:*:IE-SearchBox%26rlz%3D1I7DKUS_en%26um%3D1&ei=TsEcSqr-AY34Meus8Fo
http://leathercraftcentral.com/wp-content/uploads/2008/07/prda.jpg
http://wharton-women.com/upload/files/Prada-logo.gif
Prada Milano DAL 1913; The history of Prada (given by the store)