Prada SpA ( ; Italian pronunciation: Ã, ['pre: da] ) is an Italian luxury fashion house, specializing in leather bags, travel accessories, shoes, ready-made perfumes, and other fashion accessories, founded in 1913 by Mario Prada.
Video Prada
History
Establishment
The company was started in 1913 by Mario Prada and his brother Martino as a leather goods store - Fratelli Prada - in Milan, Italy. Initially, the store sells animal goods and imports of British stems and steamer bags.
Mario Prada does not believe that a woman should have a role in business, so she prevents female family members from entering her company. Ironically, Mario's son had no interest in the business, so his daughter, Luisa Prada, who took over the wheel of Prada as his successor, and run it for almost twenty years. His own daughter, Miuccia Prada, joined the company in 1970, eventually taking over for his mother in 1978.
Miuccia started making waterproof backpacks from Pocone . He met Patrizio Bertelli in 1977, an Italian who started his own skin business at the age of 24, and he joined the company soon after. She advises Miuccia on the company business, which she follows. It was his advice to stop importing British goods and to change the suitcases.
Development
Miuccia inherited the company in 1978 whose sales time reached US $ 450,000. With Bertelli at his side as business manager, Miuccia was allowed to apply his creativity in the company's design. He will continue to incorporate his ideas into Prada's house that will change him.
He released his first backpack and carrying case in 1979. They are made of strong black military specification nylon that his grandfather has used as a cover for his steamer pants. Initial success is not instant, as they are difficult to sell due to lack of advertising and high prices, but the line will continue to be its first commercial hit.
Furthermore, Miuccia and Bertelli are looking for wholesale accounts for bags in upscale department stores and boutiques around the world. In 1983, Prada opened the second boutique in the center of the Galleria Vittorio Emanuele in the heart of Milan's shopping, at the historic "London House" emporium run by Felice Bellini from the 1870s to the 1960s, reminiscent of the original store, but with a sleek and modern.
The next big release is a nylon tote. In the same year, Prada's house began to expand in continental Europe by opening locations in prominent shopping districts of Florence, Paris, Madrid and New York City. A shoe line was also released in 1984. In 1985 Miuccia released the "classic Prada bag" which became a sensation last night. Though practical and sturdy, its fine lines and craftsmanship has the luxury that has characterized Prada.
In 1987 Miuccia and Bertelli were married. Prada launched the women's ready-to-wear collection in 1989, and the design was later known for their diminished waistlines and narrow belts. The popularity of Prada increases when the fashion world pays attention to clean lines, luxurious fabrics, and basic colors.
The logo for the label is unclear as design elements as in the bags of other leading luxury brands such as Louis Vuitton. It tries to market a lack of prestigious charm, including clothing, is the image of "anti-status" or "reverse reverse".
1990s
Originality Prada made it one of the most influential fashion houses, and it became a symbol of premium status in the 1990s.
Sales were reported at L 70 billion, or US $ 31.7 million, in 1998. Partrizio di Marco took over a growing business in the United States after working for home in Asia. He managed to make Prada handbags prominently displayed in department stores, so they could be a hit with the fashion editor. Prada's continued success is tied to the "working class" theme, which Ginia Bellafante in The New York Times Magazine states, "became chic in high-tech, early 1990s driven by an IPO." Furthermore, now husband and wife, Miuccia and Bertelli lead the Prada label on careful expansion, making the product hard to come by.
In 1992, Miu Miu's high fashion brand, named after Miuccia's nickname, was launched. Miu Miu serves younger consumers, like celebrities. In 1993 Prada was awarded the American Fashion Designer Board for accessories.
Men's ready-to-wear collections were launched in the mid-1990s. In 1994, sales reached US $ 210 million, accounting for apparel sales of 20% (expected to double in 1995). Prada won another award from the CFDA, in 1995 as the "designer of the year" 1996 witnessing the opening of the 18,000 Prada boutique in Manhattan, New York, the largest in the chain at the time. Today House of Prada operates in 40 locations worldwide, 20 of which are in Japan. The company has eight factories and subcontract work from 84 other manufacturers in Italy. The Prada and Bertelli Miuccia companies merged to create the Prapar B.V. in 1996. But his name was changed to Prada B.V., and Patrizio Bertelli was appointed Chief Executive Officer of Prada's luxury company.
In 1997, Prada posted revenues of US $ 674 million. Another store in Milan opened in the same year. According to Wall Street Journal Bertelli broke shop windows the day before the opening, after she became very dissatisfied with the set-up. Prada also bought shares in the Gucci group, and then blamed Gucci for "imitating his wife's design." In June 1998, Bertelli earned a 9.5% stake worth US $ 260 million. Analysts began to speculate that he was trying to take over the Gucci group. The proposition seems unlikely, because Prada was still a small and indebted company then. The Funding Universe states that "At least, Prada has a vote as one of Gucci's biggest shareholders (10 per cent holds necessary for the right to ask for seats on board) and will stand up for a good profit if anyone tries to take over Gucci. "However, Bertelli sold his stake to MoÃÆ'¨t-Hennessy o Louis Vuitton chairman Bernard Arnault in January 1998 for a profit of US $ 140 million. Arnault is actually trying to take over Gucci. LVMH has been buying fashion companies for a while and already has Dior, Givenchy, and other luxury brands. Gucci, however, managed to deflect it by selling 45% stake to Franç§ois Pinault industrialist, worth US $ 3 billion. In 1998, the first Prada menswear boutique opened in Los Angeles.
Prada is determined to have a portfolio of leading luxury brands, such as Gucci and LVMH groups. Prada bought 51% of New York-based Helmut Lang's company for US $ 40 million in March 1999. Lang's company is worth about US $ 100 million. Months later, Prada paid US $ 105 million to have full control over Jil Sander A.G., a German-based company with annual revenues of US $ 100 million. The purchase earned Prada's footing in Germany, and months later Jil Sander resigned as chairman of the namesake company. Church & amp; The company, British shoemaker, was also under Prada's control, when Prada bought 83% of the company for US $ 170 million. A joint venture between Prada and the De Rigo group was also formed that year to produce Prada glasses. In October 1999, Prada joined LVMH and defeated Gucci to buy a 51% stake in Roma-based Fendi SpA Prada in purchases (25.5%) for US $ 241.5 million of the total US $ 520 million reported by both Prada and LVMH. Prada took Fendi's debt, because the latter company did not do financially well.
This acquisition increases Prada to the top of the luxury goods market in Europe. Revenue increased threefold from 1996, to L2 trillion. Despite its success, the company is still in debt.
2000s
Corporate mergers and sprees purchases slowed in the 2000s. However, the company signed a loose agreement with Azzedine Alaia. Skincare products in unit doses were introduced in the United States, Japan and Europe in 2000. Supply of 30-day cleaning lotion is marketed at a retail price of US $ 100. To help pay off debts of more than US $ 850 million, the company plans to register 30% company on the Milan Stock Exchange in June 2001. However, the offer slowed after a decline in luxury spending in the United States and Japan. In 2001, under the pressure of its bankers, Bertelli sold all 25.5% Prada shares in Fendi to LVMH. Sales only generate US $ 295 million.
In 2006, Helmut Lang, Amy Fairclough, Ghee, and Jil Sander labels were sold. Jil Sander is sold to private equity firm Change Capital Partners, led by Luc Vandevelde, chairman of Carrefour, while Helmut Lang's label is now owned by Japanese fashion company Link Theory. Prada still has not recovered from Fendi's debt. Recently, 45% of Church shares & amp; The company's brand has been sold to Equinox.
The Prada Spring/Summer 2009 ready-to-wear fashion show, held on September 23, 2008 in Milan, gets a famous coverage for the fact that all the models on the catwalk are staggered - some of them stumble, while the two models fall in front of the photographers and must aided by the audience to rise. They took off their shoes to continue their journey. One more model (Sigrid Agren) even had to stop and return during the final ride because he could not run in his high heels any longer. Interviewed right after the show, one model stated: "I had a panic attack, my hands were trembling, the heel was so high." The designer Miuccia Prada, at his side, does not blame the height of the shoe, but the small silk sock inside, which is slippery and moves inside the shoe, prevents the model's leg from having a firm grip on its palm. Miuccia Prada also assures that shoes sold in stores will have lower heels, and that small socks will be stitched into the shoe to prevent further slippage. But many fashionistas who correctly claim that socks, once sewn into shoes, will become unwashed and will quickly smell and become gray. As a result, shoes are never sold commercially.
2010s
According to Fortune, Betelli plans to increase its revenue to $ 5 billion by 2010.
Prada is the main buyer of the Turkish DESA leather factory, found guilty by Turkey's Supreme Court of dismissing workers union union illegally. The Net Clothes Campaign, a European-based rights organization, has asked Prada to ensure that freedom of association is respected at the factory. On January 30, 2013, the Net Clothes Campaign reported, "The Unemployment Harassment Continues in Supplier Prada".
On May 6, 2011, the Hong Kong Stock Exchange was accused of approving the Prada IPO during Prada Gender Discrimination which Prada finally won. Women's NGOs and members of the Legislative and Legal Counsel of Hong Kong, Lee Cheuk-yan protested in front of the Hong Kong Stock Exchange.
The brand was listed on the Hong Kong Stock Exchange to raise $ 2.14 billion, but failed to meet expectations reported by the AAP on June 17, 2011 and Bloomberg.
By 2015, Prada's turnover is 3,551.7 million euros, up 1 percent from 2014, while gross operating profit fell 16.5 percent to 954.2 million euros.
In July 2016, Prada apparel became available for purchase online for the first time via Net-a-Porter and MyTheresa.
In March 2018, Prada sales turned positive after declining since 2014, and their shares jumped 14% on news.
American Cup and Prada Cup
Patrizio Bertelli's passion for sailing led Prada to form Team Luna Rossa in 1997 to participate in the American Cup. On September 28, 2017 was announced by New Zealand's Royal Yacht Squadron that Prada will sponsor hosting the Challenger Selection Series in 2021 America's Cup, replacing the Louis Vuitton role that began in 1983.
The Challenger Selection Series which is the Louis Vuitton Cup, will now be known as Prada Cup , and the American Cup Match will be presented by Prada. It will be held in Auckland, New Zealand, January 2021.
It should be noted that if "by reason of natural or other catastrophe" the event is prevented to be held in Auckland, it will be held in Italy.
Maps Prada
Business today
Runway shows
Prada hosts a seasonal runway event in the international fashion calendar, which often happens in Milan in one of the brand space.
1988 - The first women's clothing show in Milan
1993 - The first male fashion show in Milan
Resort 2019 is featured in New York City at Prada headquarters in New York. The show was broadcast on the screen in Times Square.
Prada's previous models include Daria Werbowy, Gemma Ward, Vanessa Axente, Suvi Koponen, Ali Stephens, Vlada Roslyakova and Sasha Pivovarova, who later appeared in Prada's advertising campaign for six consecutive seasons after opening Prada's fall 2005 runway runway. Prada also featured many actors as models in men's fashion shows and their campaigns, including Gary Oldman, Adrian Brody, Emile Hirsch, and Norman Reedus.
The runway music of Prada was designed by FrÃÆ' © dic Sanchez.
Boutique
Prada has commissioned architects, especially Rem Koolhaas and Herzog & amp; de Meuron, to design leading outlets in various locations.
1913 - The original Prada store opened in Milan inside Galleria Vittorio Emanuele II.
1983 - Retail expansion sees new boutiques opened in Milan, as well as New York, Madrid, London, Paris, and Tokyo.
1991 - Further retail expansion and more boutiques opened in New York City, China and Japan.
2001 - Broadway Epicenter in New York City by OMA opened.
2003 - Toyko Epicenter by Herzog & amp; de Meuron is open.
2004 - Los Angelos Epicenter by OMA group opened. Restored in 2012.
2008 - Megastore duplex opened in Kuala Lumpur at Pavilion Kuala Lumpur.
2009 - A new store focusing on the Prada Made to Order collection opened in Corso Venezia, Milan, designed by architect Robert Baciocchi.
2012 - In June, Prada opened its largest boutique in Dubai Mall of the Emirates.
Arts and Architecture
Inaugurated in 2000, Prada Milan Headquarters is located in the former industrial space between via Bergamo and Via Fogazzaro. Art installation by Carsten HÃÆ'¶ller that takes the form of a three-story metal slide leads from Miuccia Prada's office to the interior courtyard.
Completed in 2002, Prada's New York City Headquarters is open, located in a former Times Square piano factory renovated by Herzog & amp; architectural firm de Meuron.
2003 - "Garden-Factories" Project - Prada collaborates with architect Guido Canali to rejuvenate the landscape around their manufacturer.
In 2004, "Waits Down - Skirts by Miuccia Prada" bowed in Tokyo Epicenter. A traveling exhibit featuring 100 skirts designed by Miuccia Prada and conceived by curator Kayoko Ota from AMO in collaboration with Mrs. Prada, the exhibition continues to Shanghai, New York, Los Angeles and Seoul.
Completed in 2009, Prada commissioned an unusual multi-purpose building from the OMA Rem Koolhaus group called Prada Transformer in Seoul. The building was first used to display the exhibit "Waits Down - Skirt by Miuccia Prada", and then converted into a cinema.
In 2012, Mrs. Prada, along with designer Elsa Schiaparelli, is the subject of the exhibition of the Metropolitan Art Museum, "Impossible Conversations".
In 2014, an exhibition called "Pradasphere" bowed in Hong Kong and London, highlighting the Prada universe.
In 2015 Prada opened a permanent home for Foundazione Prada in Milan. Located in a former redesigned distillery by the OMA Rem Koolhaus group, it hosts a permanent collection of site-specific art as well as a rotating exhibition gallery. Intended to act as a meeting room for local communities, also equipped with showrooms, cinemas, bookstores, and cafes - Bar Luce, with interiors designed by director Wes Anderson.
In 2016, after 6 years of restoration Prada opened an event space at its historic residence in the Rong Zhai district of Shanghai, China.
Glasses
2000 - Glasses launched under the label Prada and Miu Miu, manufactured by Luxottica.
Perfume
2004 - Fragrance launched with Puig company. A woman's fragrance followed by a man's fragrance in 2006.
- PRADA for women, 2004
- Tendre for women, 2006
- PRADA Amber pours Homme (Prada Man) for men, 2006
- Benjoin (Exclusive Essence N Â ° 9) for women, 2007
- Infusion d'Iris for women, 2007
- Infusion d'Homme for men, 2008
- L'eau ambrÃÆ' Â © e for women, 2009
- Prada Amber pours Homme Intense for men, 2011
- Prada Candy for women, 2011 Collection
- Prada Olfactories , 2015
- La Femme Prada for women and L'Homme Prada for men, 2016
- La Femme Prada Intense for women and L'Homme Prada Intense for men, 2017
- La Femme Prada L'eau for women, 2017
LG Prada phone
In May 2007, Prada began producing mobile phones with LG Electronics. Three phones are generated from this collaboration: LG Prada (KE850), LG Prada II (KF900) and LG Prada 3.0.
Watch
Production of watches began in 2007 and discontinued in 2012. One of the watch models produced by Prada, Prada Link, is compatible with bluetooth technology and can connect with LG Prada II phones.
Prada in Popular Culture
Movies
The film features 1999 10 Hal I Hate About You featuring the following exchanges praising Prada's proprietary virtues:
"Bianca: You know, there's a difference between love and love.I love my Skechers but I love my Prada backpack.
Chastity: But I like my Skechers.
Bianca: That's because you do not have a Prada backpack. "
The 2006 feature film The Devil Wears Prada (based on a book with the same name) made Meryl Streep an Oscar nomination for her role. The shoe cabinet for it is said to be "at least 40% Prada" by costume designer Patricia Field. Anna Wintour, the editor-in-chief of American Vogue and the supposed inspiration for Meryl Streep's character, wore Prada to the movie premiere.
Art
In 2005 a fake Prada boutique was built as an art installation 26 miles away from Marfa, Texas. Called "Prada Marfa," the purpose of the structure was finally shattered around it. Shoes and bags are provided by Miuccia Prada from the SS2005 collection. Unfortunately, the installation was looted after it was completed, so recovery was required.
Discrimination Claims
On December 10, 2009, Rina Bovrisse filed a lawsuit against the Japanese Prada accusing them of discriminating against women in a workplace that was not young and attractive. Prior to the trial, Bovrisse received his claim for support of media gathering among activist groups after all the publicity. Prada reply for defamation. In October 2012, Tokyo District Court Judge Reiko Morioka decided to support Prada, saying that their alleged discrimination was "accepted for luxury fashion labels." Bovrisse claimed the trial was unfair and accused the judge of shouting at him. Bovrisse took his discriminatory claim to the Office of the United Nations High Commission for the Human Rights Committee on Economic, Social and Cultural Rights. The committee, without mentioning Bovrisse, issued a report to the Japanese Government urging them to enact legislation that would make sexual harassment in the workplace illegal. Until January 2014, Prada's lawsuit is pending.
Investigation on tax evasion
In 2014, Prada is being investigated by Italian prosecutors for possible tax evasion after the luxury goods company revealed undeclared taxable income. Prada SpA Chairman Miuccia Prada, Chief Executive Officer Patrizio Bertelli and accountant Marco Salomoni have been mentioned in the examination, which may be for undeclared or false tax claims. Chairman Prada faces an investigation after allegedly the company avoided nearly  £ 400 million in taxes by transferring services overseas. The Italian newspaper Corriere della Sera said on Friday Prada and Bertelli had paid 420 million euros ($ 571 million) to Italian tax agents to settle their tax matters. Although there is a settlement, the investigation continues. In 2016, the prosecutor requested the case be canceled because the debt had been repaid.
References
External links
- Official website
- Prada - brand and company profiles in Fashion Model Directory
- Prada is the main sponsor of the Luna Rossa - Luna Rossa Challenge sailing team
Source of the article : Wikipedia
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