The Secret Of Prada Handbag'S Success

Less than 20 years ago, Prada attracted a large number of followers with its minimalist Black Nylon Backpack. P

Today, Prada launches eight new handbags of color and shape every year, and sales of handbags are growing.

And the news of poor quality of Prada, which has been constantly broken out, does not affect the sales volume of Prada at all. The quality is still bad and the sales volume is still high. What is the secret of Prada handbags?

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< p > in September fashion week in Milan, < a href= "http://www.91se91.com/news/index_c.asp" > Prada < /a > (Prada) showed 2014 new handbags in spring and summer. The head printing and the pure color handbag produced a visual collision, but for this Italy time brand, this strange collocation is very harmonious.

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Less than 20 years ago, Prada attracted a large number of followers by its minimalist style black a href= "http://www.91se91.com/news/index_c.asp" Nylon Backpack < /a > P.

But now, Prada hides these black nylon backpacks behind the display cabinets, offering eight new colors and bold new handbags a year.

With this strategy, Prada's handbag business is booming.

According to the latest data available, Prada (Prada) net sales of leather goods in the first half of 2013 were 1 billion 156 million 400 thousand euros, up 22.6% from 943 million 100 thousand euros a year earlier.

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Bertelli Bertelli, chief executive of Prada P, said in an interview before the brand show of fashion week in Milan that the biggest challenge facing fashion brands is how to maintain brand loyalty and provide new products at the same time. Patrizio

Luckily, our product is not associated with a single color or logo.

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Manufacturers of "P > luxury" a href= "http://www.91se91.com/news/index_c.asp" handbag "/a are working hard to deal with a problem related to best-selling products.

By selling millions of iconic handbags, Louis Weedon, Louis, GUCCI, Gucci and Vuitton have become the world's largest luxury goods companies.

But they are facing the aesthetic fatigue of fashion designers.

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< p > rich consumers are tired of seeing the same brand patterns and interwoven letters everywhere, including the LV logo initials, to the two letter G of Gucci.

Hermes has not printed logo on the Kelly and Kylie, but Birkin is still very high.

Solca, a luxury analyst at Exane, said Luca Solca was suddenly no longer fashionable.

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P executives acknowledge the existence of these problems.

Louis Arnault, chief executive of LVMH, said the Vuitton brand of Bernard is putting the interwoven letters in a humble place and introducing more expensive bags.

Three years ago, Gucci of Kai Yun group began to stop printing logo on the canvas handbag.

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< p > handbags with logo have been popular for decades.

But the admiration of classic style dates back to the economic crisis of 2008. At that time, "tradition" became the popular word in the luxury industry.

People think that when consumers find that they do not have enough money to spend, they hope that the luxury they buy can become an investment that will not be outdated soon.

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Brands such as P, Gucci, Hermes and LV have highlighted the brand's historical tradition by introducing classic designs.

Gucci and LV have launched an advertising marketing campaign featuring lingering charm. Advertisements show the craftsmanship painstakingly making products.

Gucci said that in recent years, the proportion of classic handbags, that is, never outdated handbags, is increasing in its product range.

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< p > of course, LV, Gucci, Hermes and Prada have diversified products, including handbags, for billions of dollars in annual sales.

For example, Gucci displayed tassels in the fashion week of Milan.

But as niche products, they are targeted only at the most fashionable consumers, not everywhere.

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Less than 10 years ago, Prada's black nylon bag was still a leading seller in the US. Prada suddenly changed its strategy and began to shift to the high-end market, and launched a more expensive leather bag. P

Bertelli said, a commodity appears too many times will be lack of lasting appeal.

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Less than P, however, Zara's fast fashion chains such as Inditex launch new products every few weeks to attract shoppers. By contrast, the high-end market brands will launch a batch of new products every few months.

Bertelli responded two years ago and doubled the number of Prada products to eight new products a year.

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After the introduction of the new P, the speed of any new handbag has been prevented from becoming too popular.

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< p > Bertelli said that 40% of the handbags currently sold were launched within one year.

Some handbags are easy to see which season they are launched, because these handbags contain thematic patterns on display, such as the fluorescent strips in 2011 and the design of the gradient shades before.

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< p > however, the risk of unpopularity of the product line is higher than that of the classic style handbag that does not sell well.

Prada's annual sales volume is 2 billion 500 million euros, which is only 1/3 of the industry leader LV.

The famous Vela series black nylon handbags and backpacks account for 20% of sales in Prada handbags, but they are not sold on Prada's own e-commerce website.

Bertelli thinks nylon bags are popular again, because it is in line with the trend.

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