Prada Business: Don't Treat The Public As An Idiot.

Prada Group CEO Patrizio Bertelli and chairman of the board of directors Miuccia Prada couple. She was introverted and low-key, and her design talent was well known in the industry.

She was introverted and low-key, and her design talent was well known in the industry. Prada Group CEO PatrizioBertelli and chairman of the board of directors MiucciaPrada husband and wife, a head of design, a responsible management, mutual support, the best combination of the fashion industry. In July 12th, Lu Qiang, President of Shanghai Fuchs company, announced that the news of the acquisition of Prada brand was hot. The two couples once again became the focus of public opinion.

"He is the brain, I am the arm" - it's popular with the celebrities

Although the Prada group is miqia's family business, Patrizio Bertelli is the real "helmsman" of the commercial aircraft carrier. With remarkable business acumen, he turned into a world-renowned fashion group in the past more than 20 years, which led to the Prada brand's unremarkable leather goods company. Prada said that without her husband's help, there would be no Prada brand today.

Miuccia Prada, born in 1949 in Milan, Italy, is the granddaughter of Mario Prada, founder of Prada brand, with a doctorate in political science. Patrizio Bertelli was born in 1946 in a lawyer family in Tuscany, Italy. During his schooldays, he showed his talent for business.

PatrizioBertelli first met MiucciaPrada at a Commodities Fair in 1977. She was of high quality and elegant, wearing the dress of Yves Saint Laurent, studying drama and talking about politics. He is a businessman with a loud voice, ambitious and ambitious. Two people hit it off. MiucciaPrada designated Patrizio Bertelli as the main supplier. The two soon became husband and wife and took over the family business in 1978. {page_break}
 

At the beginning of the company, Miuccia Prada was not valued by the outside world. With her husband's help and help, in 1985, she designed a series of black nylon handbags, which was succinctly and ingenious, and became popular in fashion circles. Since then, Miuccia Prada handbags have become the top jewelry of the world supermodel and fashion magazine editor.

In 1989, she launched the autumn winter clothing series, which was concise, introverted and low-key. It was completely different from other designers' design ideas that emphasized the sense stimulation, and again led the fashion trend.

In 1992, she launched the brand named "Miu Miu", which is named after her nickname. It is natural, fresh and lively for young female consumer groups to make young girls love it. The Prada men's wear series was also well received.

Prada group has sales of US $2 billion 400 million, and owns "Prada" and many other brands. It has 267 stores worldwide. In the eyes of Prada, husbands are business wizards, and their judgments on the market are astonishing and accurate. She regards her husband as the backbone of the company: "he is the brain, I am the arm."

The great temper of big housekeeper -- intolerance of mediocrity

PatrizioBertelli is tall, with white hair and a black frame glasses on his hawk nose. His eyes are fierce. As chief executive officer of Prada group, PatrizioBertelli can be called a "great housekeeper". Group executives evaluation, PatrizioBertelli is quite personal charm, work tirelessly, know the company's top and bottom. From the stitching of shoes to the color of Prada show wall, he has the final say from hiring employees to ordering the number of leather needed for a handbag.

However, some people think he is too strong and not allowed to delegate power. Several executives had left because of clashes with him. When he did not find the right person, he went into battle himself.

Patrizio Bertelli is known for its violent temper. When he inspected the renovation of a Miu Miu store in Manhattan, New York, in 1997, he felt that a customer's interview lens was "making customers look fat and bloated." so he stretched out his hand to smash the mirror. Someone was parking in the parking lot of the Prada group. He smashed several car taillights to show that he was not full. Recalling the car crash experience, he laughed heartily: "I enjoy that feeling."

Gian GiacomoFerraris, chief executive of Versace, has worked in Prada group. In the eyes of Ferraris, the former boss was very authoritative and authoritative. The management did not dare to stand by himself without his permission, and few people in the company dared to contradict him. "This is the law of the jungle," Ferraris said. "He has high expectations of himself and is not naturally demanding of others. Otherwise you will meet his standards or he will fire you. "

Miuccia Prada advised her husband to get rid of his bad temper, but Patrizio Bertelli thought he was right. Some people could not adapt to the high-pressure environment of the company. "I can't stand being mediocre and incompetent," he said.

"Intuition, I rely on reason," she said.

In 1986, Patrizio Bertelli urged Prada to open its first brand store in New York, and continued to encourage its wife to expand the field of design. Prada brand reputation is now in the ascendant, Patrizio Bertelli is indispensable. {page_break}
 

"He is much more radical than me," Prada said. "I always get inspiration with him." She told the Wall Street Journal reporter that a husband and wife get along with each other: "there is a so-called three agreement between us. If he tells me one thing more than three times, I will weigh it carefully. "

As a designer, Miuccia Prada is more interested in pure art, and is more interested in sponsoring talented contemporary artists. He is rather disdain for fashion. In an interview with the media, she once said that fashion is fun but frivolous, too commercial, and contemporary art is sincere and dignified and full of intelligence.

Patrizio Bertelli, which is highly sensitive to the market, believes that creativity and profitability are equally important if companies want to be successful.

He urged Miuccia Prada to make full use of Hollywood celebrities to develop marketing channels and make full use of them. Internet Interact with fans to enhance brand influence. In this regard, Miuccia Prada once was not disdain, but was deeply skeptical. Two people even argued fiercely about it.

But in the end, Miuccia Prada still succumbed to her husband's business philosophy. "I was always chasing. fashion I feel guilty, but now I realize that fashion is a creative work, "she said." money is not the ultimate goal, but to make everything work properly, we must make a profit. "

Prada's love and quarrel is well known in the circle, but this does not affect the tacit understanding of the two men. Patrizio Bertelli once said, "I am just as good as Miuccia Prada in catching up with the trend. By intuition, she reasoned and thought more organized. In spite of the different ways, we often travel the same way. "

"A great life experience" - a full investment.

The Prada couple have two sons, the oldest son Lorenzo is 21 years old, the youngest son Giulio is 19 years old. Children When they were young, two couples lived in Arezzo most of the time. After their children went to school, they moved the Prada headquarters back to Milan.

Prada couple live in the center of Milan, the apartment is spacious and comfortable, collecting a large number of contemporary works of art. There are more than 8000 books in private libraries, mainly in architecture, art and design books. Miuccia Prada said, "our life is home and factory. This is a huge fortune for the company."

Patrizio Bertelli said that children are now a window to understand young consumers: "you must pay attention to young people. If you can't follow the footsteps of the world, you will be left behind by fashion trends.

Two couples said they never forced their children to do business. Now it is too early to talk about whether they join the Prada family business. "If they want to join, I think they'd better start from factories, just like sailors must know how to build a ship," Patrizio Bertelli said.

Prada's 2010 autumn winter menswear conference held in March is "family mobilization": MiucciaPrada is wearing a blue Scotland skirt, knee socks and thick heels, and is busy in the background. PatrizioBertelli, as usual, helps his wife in the stage acoustic and light control room; Lorenzo and juliot are interested in putting on Prada jeans for the press conference.

Before returning to Arezzo, Patrizio Bertelli and reporters had dinner at a local restaurant. He usually likes to talk, but when he talks about his feelings with his wife, he is still shy.

"We get along on equal terms. Maybe I am more curious about history. Miuccia Prada is very powerful and very cute, "he said with a sip of red wine." despite the dispute, Miuccia Prada and I have invested heavily in my past 30 years. Living together, working and setting up a family is a great experience of life.

Prada business: don't treat the public as an idiot.

Prada bought several small fashion brands in the 90s "M & a boom" and bought some of the other fashion companies. Patrizio Bertelli believes that fashion brands are diversified, but they should be careful. At the same time, the development of a lower price sub line brand will help expand customer base and increase sales.

Many European luxury companies have been looking for overseas manufacturers in the past few years to reduce production costs. For example, Italy Valentino, France CELINE and other brands have moved handbags and clothing factories to lower labor costs in Eastern Europe, North Africa and Asia. Brands are often low-key when they move abroad, lest they lose many of their fans by losing the "Italy made" brand.

PatrizioBertelli is undisguised about the strategy of moving teachers, and is confident that consumers can rely on products wherever they are manufactured. He believes that the real problem is that different countries and regions have different standards for making laws of origin. Mr. and Mrs. Prada do not agree that some companies mark the place of sale as a place of origin. PatrizioBertelli said, "if the product is produced in Italy, we will mark" made in Italy ". If it is produced in Turkey, we will label it honestly. Others are not so frank, but MiucciaPrada and I never regard the public as idiots.

At present, Prada has 13 manufacturing plants in Italy, employing 3500 workers. Prada brand 98% products are made in Italy, "Miao Mu" brand 50% of the handbags are produced in Romania and Turkey, and the sports brand "Luna Rosa" 70% products are produced in Vietnam.