Prada is a luxury fashion house and retail chain boutiques Italian multinational brand. Mario Prada founded the fashion house retail company in 1913. Today, we’ll discuss Prada communication strategy or Prada marketing communication strategy; and the elements involved in the integrated marketing communication strategy of Prada; advertising, direct marketing, digital marketing, personal selling, public relations, and sales promotions; as brand communication strategy examples.
Products and services of Prada
- Fashion accessories
- Designer clothes
- Apparel
- Footwear
- Ready-to-wear
- Handbags
Key Differentiating Features of Prada
- Bold Leather Finishing
- Geometric shapes
- Chrome accents
- Unique designs
Subsidiaries of Prada
- Miu Miu
- Church’s
- Rossa Luna
- Prada Fondazione
Statistical facts and figures of Prada
- Annual revenue – 3.54 billion USD (2023)
- Net income – 76 million USD
- Employees – 13140
- Asset net-worth – 7.85 billion USD (2023)
- Network – 635 boutiques and stores in 70+ countries
Competitors of Prada
- Jimmy Choo
- Armani
- MK
- Burberry
- Versace
- Marc Jacobs
- LV
- Gucci
- Chanel
Prada communication strategy would analyze the elements like direct marketing, advertising, digital marketing, sales promotion, PR public relations, and personal selling as brand communication strategy examples. Here’s the integration communication strategy of Prada as follows;
Prada Communication Strategy
Let’s discuss the main elements of Prada communication strategy or integration marketing communication strategy of Prada as brand communication strategy examples; they’re as follows;
Advertising Strategy of Prada
I-Storytelling Ads
Prada launches story advertisements to give people a view and glimpse of the fashion world of Prada. They could be about stories behind the camera, product exploration, and sources of inspiration for designers. Such types of story-based advertisement campaigns help the company to connect with the users at the personal level.
II-Fashion Magazines
Prada still runs its fashion products advertisements on the world’s leading fashion magazines; Women Magazines, Vanity Fair, Harper’s Bazaar, and Vogue. They have a huge fan following of fashion lovers on their platforms. The fashion brand advertises its products by highlighting key features, seasonal offers, and other deals.
III-Billboards
In order to immediately grab the attention of customers, Prada installs mega-sized billboards in heavily crowded crossroads and shopping areas. It allows the company to establish and maintain a premium luxury brand image in the fashion industry.
IV-Prada Cinema Series
The fashion brand has set up a video film production house by the name of “Prada Cinema Series” under the cast and direction of the world’s leading filmmakers and actors. It allows the company to produce and launch creative fashion ads and videos and attracts the attention of customers.
Direct Marketing Strategy of Prada
I-Guerrilla Marketing Strategy
Prada implements a guerrilla marketing strategic approach and it comprises unorthodox and unconventional marketing campaigns. They are like surprise performances, pop-up shops and stores, and flash sales. However, such types of marketing campaigns immediately disrupt the attention and daily routine of customers and have a greater impact on them.
I-Influencer Marketing
Prada collaborates with the world’s leading fashion designers, celebrities, media figures, personalities, sportsmen, and other public figures. They have a significant influence over the public and marketing through influencers helps the fashion brand to target new segments of the customer market.
Some of the main brand ambassadors of the luxury brand are as follows;
- ENHYPEN – South Korean Music Band
- K-World
- Mei Nagano
- Kentaro Sakaguchi
- Li Xian
- Taeri Kim
- Letitia Wright
- JEONG JAEHYUN
- Maya Hawke
III-Fashion Shows
In order to create buzz about its latest or upcoming fashion designs, Prada conducts and organizes fashion shows and fashion walks. It allows the company to highlight and feature the fashion designs of famous designers and remain active in the media and fashion industry. As a result, the company strengthens and maintains its luxury brand positioning in the fashion market.
Digital Marketing Strategy of Prada
I-Digital Media Activity
Prada employs multiple digital media channels and social media platforms to build and maintain its customer market position online. In fact, the fashion brand is highly active on social media platforms; and posts engaging content on different platforms to generate user engagement and connect with the fashion-loving audience online.
- Personalized Email – sending promotional offers and newsletter customized email relevant to the interest of customers
- VR Experience – adding a VR element to allow customers to feel and experience the world of fashion
- Web Experience – an interactive and engaging web platform that offers a great premium experience to the users
Sales Promotion Strategy of Prada
I-Seasonal Offers
Prada launches the latest fashion variety every season with trending fashion designs and unique styles. It allows the company to maintain its luxury brand position in the market and compels fashion customers to keep visiting the company’s store.
II-Limited Edition
Prada offers limited edition fashion products of particular brands and designers. The exclusive element and limited edition help the company to create and maintain demand for its high-end fashion products.
Public Relations Strategy of Prada
Prada public relations strategy is very clear and it focuses on building and maintaining a premium luxury brand image in the customer market. In order to keep up with environmentally sustainable trends, Prada is producing nylon from wasted material. It shows the company’s strong commitment to environmental sustainability and ethical practices.
Personal Selling Strategy of Prada
Prada has established a network of over 635 retail luxury stores and boutiques in over 70 countries across the globe. They allow the company to offer a great in-store personal experience to the customers; they can physically touch and experience the texture and fabric of the product. Personal selling experience amplifies the customer satisfaction level.
Conclusion: Prada Marketing Communication Strategy | Prada Integrated Marketing Communication Strategy | Brand Communication Strategy Examples
After an in-depth study of the Prada communication strategy; we have realized that Prada is the world’s leading retail premium luxury fashion brand. If you are learning about the Prada integrated marketing communication strategy as a brand communication strategy example; then you should keep in mind the abovementioned elements; personal selling, digital marketing, direct advertisement, sales promotion, PR, and direct marketing.
Ahsan Ali Shaw is an accomplished Business Writer, Analyst, and Public Speaker. Other than that, he’s a fun loving person.
