Prada’s back-to-back game-changing campaigns: What drives a luxury brand from cat-walk to wet market?
On September 24th, 2021 Prada introduced its spring 2022 women’s wear collection through two synchronous fashion shows in Milan and Shanghai. It is the first time in fashion history that a show happened in two different cities simultaneously. Successively, Prada packed up its glam and cat-walked into one of Shanghai’s traditional wet markets for it […]
The market strategy of Prada in China: digitalization and localization
Prada is an Italian luxury brand founded by Mario Prada in Milan, Italy in 1913. The company entered the Chinese luxury fashion market in 2011 with a fashion show called “Prada RTW Spring 2011” to build its influence in the country. In the second half of 2020 and the beginning of 2021, Prada became one […]
Five steps to future-proofing for luxury brands in China
China’s luxury market accounted for 20% of the global luxury market in 2020 and it is expected to become the largest luxury market by 2025, thereby surpassing the regional share of the Americas and Europe. According to the report jointly released by Ruder Finn & Consumer Search Group, consumer confidence has been restored as 41% […]
Localizing international swimwear for Chinese consumers’ preferences
The demand for swimwear in China has increased considerably in recent years, adding to an already formidable Asian swimsuit market. China is the fastest growing swimwear market in Asia, with an average of 9.6% annual market growth. This flourishing market is driven by the increase in disposable income that accompanies the ongoing Chinese economic boom. […]