The brand planners of Italy's top fashion luxury brand Prada are likely to be furious upon seeing this scene - on the last day of the "Prada Market" pop-up event in Shanghai, which lasted for two weeks with unlimited scenery and explosive traffic, a famous woman outside the market threw celery that had completed the "shooting task" directly into the trash can, and the sanitation workers beside her were stunned.
The key is that this scene was captured by the camera, went viral, and became the focus of the media and the target of public opinion. CCTV commented that a modern version of "buying a box and returning a pearl" has been staged.
A good brand planning is about to successfully conclude and achieve great success, but in the final moments, the chain fell off and negative public opinion emerged, which is indeed frustrating. Can it be said that the woman who "bought a box and returned a pearl" ruined Prada's good deed? I'm afraid not, because there was a problem with the Prada pop-up event from the planning stage, and the problem lies in the misplacement of the brand.
According to Prada's official statement, this joint marketing campaign with Shanghai Cuisine Market is one of the series of activities organized by Prada in conjunction with its "2021 Autumn/Winter Series" advertising release. Not only in Shanghai, but also in cities such as Milan, Rome, Paris, London, New York, Tokyo, etc., we are trying to enter the living space, reshape the street scenery of different cities, and embrace the atmosphere of fireworks.
To put it bluntly, it means using international luxury brands to collaborate with local food markets for marketing, presenting a strong contrast, to create buzz, attract attention, and increase dissemination.
From the perspective of the effectiveness of event marketing, Prada is undoubtedly successful in terms of hot topics, wide traffic, and strong dissemination. But from the perspective of brand value, such planning may be a failure. Because the brand collaboration here is out of place with Prada's luxury brand positioning.
What is Prada's brand positioning? Of course, it is high-end, atmospheric and upscale, rather than the smoky colors of oil, salt, soy sauce, and vinegar. What is Prada's product positioning? Of course, it is rare that things are precious, and it is impossible for good quality and cheap price to be negotiated. What is Prada's customer base positioning? Of course, it is a specific group of people with purchasing power.
What is the most important thing about brand collaboration? It's a perfect match. The phrase "matching households" here does not imply any moral evaluation, it simply means that in joint marketing, brands will be chosen with product positioning and customer group positioning that complement each other.
A great love that transcends age, social status, and social class is certainly beautiful and worthy of praise, but brand collaborations that transcend product and customer categories can be a disaster. Because it implies an offense and challenge to customer perception.
It's simple, of course the market has fireworks colors, but how could Prada have fireworks colors? Its cool style may not require the bustling fireworks of the market.
The vibrant colors of the market actually harm Prada's brand value. Because it does not align with Prada's brand positioning, which was originally intended to give a certain identity tag and status symbol.
