Prada slideshare
- 1. Emily Wiley
- 2. 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
- 3. Visual Merchandising The 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
- 4. Visual Merchandising The 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
- 5. Visual Merchandising The 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
- 6. Visual Merchandising The 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
- 7. 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
- 8. 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
- 9. 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
- 10. 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
- 11. 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=BOnmpQ79Z3QQ6K VDMT8q1g&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)