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Emily Wiley

PRADA
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
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
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
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
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
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
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
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
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
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)

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Prada

  • 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)