After the completion of the renovation of the Prada mansion officially opened, the house has a special significance for China's modern history, which makes the influence of Prada's initiative far beyond the luxury industry, quickly attracted the attention of social and cultural circles, but also unexpectedly attracted a lot of young people. Many Chinese consumers, who are both familiar with Prada and unfamiliar with it, have taken this opportunity to rediscover the brand.
Some analysts believe that Prada mansion has epoch-making significance for Prada's brand image management in China. Although the project is not directly linked to sales, it undoubtedly clarifies and further consolidates Prada's intellectual, high-end and artistic brand image to Chinese consumers, stripping away its stereotypes in the Chinese market.
More importantly, Prada does not blindly cater to young consumers like other luxury brands, or deliberately create a sense of intimacy, but maintain a consistent sense of alienation, but also achieve the purpose of attracting audiences. Dream making, after all, is the first essence of luxury brands.
Judging from the end result, the impact of Prada's luxury house project has achieved surprising results. According to the statistics of the Prada Mansion Tour System, more than 100,000 people have visited the Prada Mansion through the reservation system since it opened to the public on October 17. Originally scheduled to open for one month until mid-November, it has also been extended to December 17.
Recently, Prada official website officially released a group of blockbusters to announce the brand e-commerce services officially launched in China. The Prada Collection, which covers fashion, leather goods, accessories, eyewear and more, is available on the Prada website.
The new e-commerce site is more mobile friendly and offers rich media content to enhance interactivity. The platform provides personalized consulting services, while opening up online and offline boundaries, supporting online orders and physical store pickup, but also online booking physical store private shopping guide services.
Chiara Tosato, General Manager and Director of Digital E-commerce at Prada Group, said that Prada China E-commerce is an important development in the Group's digital strategy, which is based on three pillars, one is to drive online sales through e-commerce platforms, and the other is to develop an omnichannel shopping experience that integrates different purchasing methods. The third is to increase the group's investment in digital.
