Milan Fashion Week Prada 2018 spring and summer series of big show of the first row, the United States "Vogue" editor Anna Wintour, Italian fashion blog reader Chiara Ferragni next to the location, impressively wrote the Chinese fashion blogger 'Mr. Bao' Liang Tao's name, in addition , The brand also invited to the Philippines fashion bloggers Bryan Boy, Hong Kong fashion stylist Liang Yini (Tina Leung), South Korea model IreneKim and Singapore designer Yoyo Cao and other Asian fashion opinion leaders.
Prada this seat arrangement shows that the brand is trying to reverse the downturn in the performance of digital change, although Gucci and other competitors have long been successful through the digital change to promote sales growth in the second quarter of 2017, Gucci online sales increased by 60% The
For luxury brands, the contribution of Chinese consumers who contributed one third of the world's sales is self-evident.More importantly, China's luxury consumers are younger than other markets, popular fashion bloggers Influence can not be underestimated.
Prada is trying to catch up with Louis Vuitton, Fendi and light brand Coach and other brands, which have been the first to attract to the younger generation of Asian consumers bloggers, network red and other cooperation in March this year, the global digital director Chiara Tosato Previously, Prada has launched an electricity business platform in Europe and the United States, will be extended to China, South Korea, Japan, Australia and Russia and other key markets during the year, and further coverage in 2018. The company will continue to promote the global online sales growth. Middle East and Latin America.
2017 In the first half of the year, Prada's China sales were outstanding, up 5.2% year-on-year to € 302 million, but global net profit fell 18.4% to € 115.7 million - more than 20.8% The same time, Gucci sales rose 45.4% to 2.833 billion euros.
Microblogging data analysis shows that in celebrity cooperation and online endorsement, etc., Prada far less than Coach, Gucci, Louis Vuitton. Prada brand official blog has 31 million fans, only Coach (305 million) one-tenth.
Unlike other luxury brands, Prada has been working with opinion leaders to launch limited series of capsules. Instead, Coach's partner has expanded to 'potential future stars', and the brand is working with a less well-known young rap band in China "The digital power is a key part of our global reform program ... we have been using social networking in a more innovative way. (Working with stars such as Tang Yan and Xu Weizhou) We are working with our leaders to work with our customers. One of the ways of emotional ties.
The slow-moving Prada has finally been 'resuscitated', launched a guerrilla shop focused on the Asian market, strengthened digitization, and collaborated with local opinion leaders, but Prada was not too keen to launch a joint series in order not to dilute the brand The
In addition to the slow process of digital change, Prada there are too many stores to open, do not attach importance to high profit margins and other casualties and other issues.In fact, the electricity business platform can not solve the store too much, consumers feel (brand) lack of cooperation Prada hopes that online sales will increase by 5%, as of the end of 2018, including sales of electric business partners, as well as online buyers.
