Queen Miuccia
You’ll know the name, Prada, it is the Italian luxury brand synonymous with high end leather goods all with an eye watering price point, the brand itself was founded in 1913 by Mario Prada but it was his granddaughter Miuccia who took the brand to the dizzy heights of being one of the most, if not the most successful fashion brand in the world, which is still privately owned by the Prada group, almost unheard of for a luxury brand who are all mostly owned by
conglomerates LVMH , Kering and Richemont, who between them own the entire roster of the world most exclusive and expensive designer names from watches, to make-up and fashion.
So what’s is the Billionaire Miuccia Prada's secret? How does a brand whose aesthetic favours clean lines and minimalism maintain its place at the helm of the fashion industry, and further more how on earth did the same woman launch a second collection, Miu Miu, intended as a ‘affordable, youthful, and playful alternative to Prada’ and achieve a similar success?
The companies strategy towards discounts is a good place to start, as a rule they don’t hold end of season sales in the way other brands do, they hold firm with the pricing of their handbags, only offering promotions a very select few seasonal products, this no doubt appeals to their customer as when you are buying bags priced upwards of £2000 the last thing you want is them slapped with a 50% sale sticker weeks later.
Secondly 75 year old Miuccia still remains the creative director of both brands, a post she shares with her long time collaborator Raf Simons on the Prada line, ensuring it is her overall vision that steers the direction of the collections each season, unlike Gucci, Saint Laurent, Celine, Balenciaga and Chloe whose success relies upon the interpretation given by the new designer in chief, a great example of when this goes wrong is when Phoebe Philo left Celine, fans were in outcry at the new look given to the brand by Hedi Slimane, who gave the pared back “quiet luxury’ brand a rock n roll make over.
Lastly, for a brand with such heritage, Prada and Miu Miu never gets stale, they manage to stay relevant, case in point the collaboration between Miu Miu and New Balance, released in spring 2024 the £800 suede trainer didn’t even make it to the shops before selling out. So successful was the collab its back for winter, and then there is the Arcadie bag from Miu Miu that kick-started the come back of bag charms.
Miu Miu bag charms start at £300, but if you are feeling inspired by all things Miu Miu & Prada, head to Amazon for bright paracord and hook them on your handbag, look out for jewel coloured cardigans at Zara, grey ribbed tights, brown loafers and a barn jacket and you can be part of the magic of Prada for less.
