July 15, 2016

A digital relaunch for Prada

From today, the women’s ready-to-wear collections from the group with a 3.5-billion turnover will be available online for the first time, marketed by the multi-brand portals Mytheresa.com and Net-a-porter. It will be the men’s turn in September. This marks the first step in a digital strategy that aims to double its turnover from e-commerce by 2018

di Chiara Bottoni

A digital relaunch for Prada

Prada is boosting its digital strategy. Its plan for the world of Internet, announced during the press conference regarding its annual accounts (see MFF 13 April), has gone live today. In fact, Miuccia Prada and Patrizio Bertelli's group, which produced a turnover of 3.547 billion euros in 2015, is making significant investments in the digital channel and social networking. Its declared intention has begun to take shape over the last few hours with Prada’s launch of its women’s pre-fall and autumn/winter 2016/17 collections on the platforms of two leading names in multi-brand e-commerce: Mytheresa.com (see box on page II) and Net-a-porter. From today, both portals will offer a selection of women’s ready-to-wear looks and accessories from the fashion house. What is more, from 6 September, Mr Porter will also feature the men’s autumn/winter 2016/17 collection. A historic step forward for the Milanese brand, in which its clothing will be available online for the first time ever, marketed by two multi-brand platforms rather than its own website, which has only sold accessories so far. The stated objective behind this strategy is to: “Double the turnover from e-commerce by 2018.” This will be achieved by generating a loyal clientele with an average age of 40, who will therefore be encouraged to approach physical shops too, as part of the multichannel approach pursued by the biggest names in luxury today. Meanwhile, the digital communication strategy will be primarily targeted at millennials, with a forthcoming launch planned for Snapchat, alongside the launch on the Chinese platform Sina Weibo back in February. Prada and Miu Miu began introducing and boosting a number of special initiatives linked to social media back in 2015.

Miu Miu has 1.9 million followers on Instagram and has launched a special music app. Meanwhile, also on Instagram, Prada totalled 6.9 million fans in 2015 (+167% compared to 2014), which rose to 7.2 million during the latest women’s fashion week in Milan, reaching a ceiling of 7.8 million. The future of the group therefore seems to encompass the digital world, assisted by its partnership with two leading organisations. “Prada is the brand that every retailer would like to sell, but few are able to do so. We are honoured to be part of this niche,” stated Federico Marchetti, CEO of Ynapp. The same opinion is held by Michael Kliger, president of mytheresa.com, who said he was extremely excited that the e-tailer had been chosen for this historic launch, which will be accompanied by a special communication strategy. (all rights reserved) Chiara Bottoni

 

BOX

Celebrating the first twenty-five years of a cool marriage with mytheresa.com

Prada and mytheresa.com have teamed up. The group headed by Miuccia Prada and Patrizio Bertelli has entrusted the exclusive online distribution of its main collection to the Bavarian store owned by the Neiman Marcus group. Today sees the launch of online sales of Prada’s ready-to-wear and accessories autumn/winter 2016/17 collection on the digital platform of the Munich-based boutique. An excellent partnership that seals a twenty-five-year relationship between the Milanese brand and the store, which started with the Theresa boutique in the heart of the German city and is continuing with its online store. This project has been launched alongside celebrations of the tenth anniversary of the foundation of the e-tailer mytheresa.com. It is sealed by a shoppable editorial, starring Alexa Chung who models a series of special items from the autumn/winter 2016/17 collection, with eight images taken in the Aman Venice, as well as a video directed by Jim Gramming. The shoot with the model and style icon is part of the Woman series project, launched by mytheresa.com in 2013, which has featured celebrities such as Clémence Poésy, Diane Kruger, Victoria Beckham, Brooke Shields, Liv Tyler and Elisa Sednaoui Dellal over the years. (all rights reserved) Francesca Manuzzi