I always wanted to be first.
Miuccia Prada perfectly synthesizes the meaning of a fashion designer.
It is about anticipating and creating new trends.
That's why at the core of the fashion design offer, there is clothing.
And this is a strong difference from luxury brands.
the fashion show and therefore refreshed every six months.
But then most of the revenue comes from accessories, beauty, and other businesses.
one of the most important sources of revenue.
assuring the brand has a consistent positioning in the marketplace.
the ultimate decision maker as far as communication is concerned.
They are the one giving the feedback for the layout of the store.
They take care of every single aspect in which the brand is conveyed.
they are refers to as artistic directors or creative directors.
Because they are really the soul and identity of the company.
segment from upper bridge to haute couture always conveying the idea of seasonality.
At the beginning they all start as fashion houses.
laboratory in which the designer was involved in the creativity.
the manufacturing and the distribution of the collection.
to take direct control of their clothing lines.
business that have sectors other than apparel, like eyewear or fragrances.
therefore different level of expertise are needed.
they prefer to take direct control.
most of the time we find both ready-to-wear lines.
as well as seasonal creativity and diffusion lines.
So the lines that are more affordable and more casual in their value composition.
In the past these lines used to be a major source of revenues for fashion designers.
And some of them are still very successful.
fashionable products, with the price that was definitely more affordable.
in a marketplace in which the mantra is, the bigger the better, they need to focus.
so if you have both Dolce Gabbana and D&G.
the investments you are doing.
you need to have two showrooms, two different sets of campaigns.
You need to have, you need to open different stores.
thinking that they were buying into the luxury world of the master brand.
run the risk of diluting a little the bit positioning of the brands.
shut down the D&G label in spite of the success of this brand.
And at same time, this is also the reason why Prada decided to reposition Miu Miu.
So, today Miu Miu is not anymore the young, more affordable line of Prada.
Today, Miu Miu is the brand with a very strong and autonomous personality.
It is a brand showing in Paris.
It is a brand where prices can be compared to the ones of Prada.
second lines, somehow is not to be second anymore.
they need to have a value proposition as strong as the master brands.