PRADA Narrative

Brand Narrative Board: the visual methods used by the brand to tell its story, express the vision and values, target the consumers, and give meaning and value to the brand/products. This should connect to and expand upon your selected brand narrative category - Luxury / Glamour, Cool / Rebellion, Retro / Nostalgia, Heritage / Craftsmanship, Diversity / Inclusivity, Technology / Innovation or Fashion Forward / Affordability.

The Vision

• "Excellence and innovation are at the heart of every activity of the Prada Group. Values like passion, quality and attention for details characterize the work of our artisans, always committed to bring unique creations to life." - Prada Group
• Beauty
• Creativity
• Superiority
• Preserve artisanal  skills
• Supporting  brand's heritage 

Values

• Passion
• Quality
• Uniqueness

Who represents the brand?

• Prada Group's future is represented by Lorenzo Bertelli. Only 20% of Prada S.p.A. shares are publicly traded, with the remaining 80% controlled by the family holding company Prada Holding S.p.A. He focuses heavily on sustainability.

Main models?

• Familiar Models 2021 edition : Isa G, Dija Kallon, Mona Tougaard etc.
• Interesting finding: models in 2008 VS 2021 ... Big change in terms of diversity and inclusivity of models. 

2008 - Mostly Caucasian Female Models

2021 - Very Inclusive focusing on black and Asian models (male + female) to represent their clothing. 

Target Consumers

• Prada's core target demographic is men and women between the ages of 18 and 35, but the brand appeals to people of all ages. Prada's secondary target market is children.
• Mostly high income and the elite class can shop.

What makes Prada unique and popular?

• Items are classic yet eccentric due to colour, pattern, and texture choice.
• Synonymous with elegance and confidence.
• History and original Location, Italy is classed as a must-go place full of culture, authenticity and luxury brands. 
• Recent inclusivity in terms of models - this gives the consumer a feeling of belonging and worthy of wearing their clothing. 

Visual methods and Images

• PRADA Virtual tour Spring/Summer 2022 Womenswear

Adverts:

• Youtube
• Instagram
• TV
• Magazines

2/7 The Prada spring 2021 advertising campaign. COURTESY OF PRADA

5/7 SS 2021 MAN AND WOMAN

Potential Images for Mood Board:

LOOK 23/39

LOOK 21/39

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MEET THE PRADA GROUP. Jobs.pradagroup.com. (2020). Retrieved 15 October 2021, from https://jobs.pradagroup.com/content/MEET-THE-PRADA-GROUP/?locale=en_US.

Prada Company Culture. Comparably. (2021). Retrieved 15 October 2021, from https://www.comparably.com/companies/prada.

Shannon, S. (2021). Lorenzo Bertelli of Prada on what’s next. Vogue Business. Retrieved 15 October 2021, from https://www.voguebusiness.com/companies/lorenzo-bertelli-of-prada-on-whats-next.

Prada. Models.com. Retrieved 15 October 2021, from https://models.com/client/prada/Models/2021/.

Prada. Models.com. Retrieved 15 October 2021, from https://models.com/client/prada/Models/2008/.

SS 2022 Womenswear PRADA. (2021). [Image]. Retrieved 15 October 2021, from https://www.prada.com/gb/en/pradasphere/fashion-shows/2022/ss-womenswear.html?page=5. (Look 23 & 21/39)

Prada Virtual Tour Online. https://my.matterport.com/show/?m=r9Pyqg9dniD

Salibian, S. (2021). Miuccia Prada, Raf Simons Pose Questions in New Prada Campaign – WWD. Wwd.com. Retrieved 15 October 2021, from https://wwd.com/fashion-news/fashion-scoops/prada-first-ad-campaign-miuccia-prada-raf-simons-questions-1234689026/.

SS 2021 Man and Woman Dialogues. Prada. (2021). Retrieved 15 October 2021, from https://www.prada.com/us/en/pradasphere/campaigns/2021/ss-woman-man.html.