Sub Brand Miu Miu Negative Growth Prada How Evergreen?

After Church s was bought by Prada group (Prada), with its classic leather shoes and dress shoes series, the brand can still be called the pronoun of British style. The negative growth of these two brands is not news. The real news is the negative growth of Miu Miu. You know, Miu Miu is the nickname of miss Miuccia Prada, the third generation of Prada.

It is believed that most fashion fans know that Prada is a family business founded by Mario Prada, and is famous for producing handbags in Europe. However, not all fashion fans know the origin of Miu Miu. Miu Miu is a subsidiary line of Italy's famous brand Prada (Secondary line). Some people describe the Italian style represented by Prada as refined, but I think it can be called "rule of law".

Unlike this safe and elegant style, the birth of Miu Miu is considered to be one of the two colors in the elegant framework, which makes Italy fashion show a lovely side. It may be understood that it is a mole on the tip of a beautiful eyebrow. Miuccia Prada seems to be selfish in putting the most fun, most enjoyable designs on Miu Miu, realizing the reality of a big woman's dream to return to the little girl.

According to Baidu encyclopedia, miss Miuccia, who was born in 1950, showed her intelligence, fashion sense and design talent at the age of twenty. She got her doctorate in politics at the age of 20.

In 1979, she formally took over Prada. To save the sinking family business, Miuccia expands handbag lines, tote bags and backpacks. Miuccia used his beloved black nylon waterproof fabric "Pocone" to produce all kinds of bags and nail the Prada triangle with a triangular triangle. This Prada black nylon bag became the favorite of fashion people in the 80s.

In 1985, Miuccia opened up the first Prada clothing series (Ready-to-wear) and ladies' shoe series. In this way, Miuccia saved the family business going towards dusk.

From 80s to 90s twentieth Century, PRADA's products were more and more popular, and sales also achieved gratifying results. During this period, footwear products and men's and women's clothing gradually developed into a mainstay product with equal importance to leather products. In 1993, PRADA released a series of Miu Miu aimed at younger customers, targeting younger customers. Style, more than the main line of youth. This not only opened up a new sky for the brand style of Prada, but also opened up financial resources for Prada, and Miu Miu made Prada a big profit.

Miu Miu uses light and comfortable cloth, such as cotton yarn, silk and so on. The lines are flowing, the style is simple, and the little details are decorated meaninglessly. As a whole, it gives people a sense of Prada simplicity.

Miu Miu style is more youthful, color Earthy tone, rarely use the black line of the main line Prada, coupled with a lovely pattern, so that it has wiped a bit of the mature charm of Prada, and provides a cute and wearable dress for a childless woman.

In 1913, Prada set up its first boutique in the center of Milan, Italy. The designer, Mario Prada (Mario Prada), has designed fashionable and excellent handbags, suitcases, leather accessories and cosmetic boxes, which has been favored and sought after by the royal family and the upper class society.

100 years later, the growth of Prada began to slow down.

Prada's performance in the third quarter ended October 2013 increased by 10.1% to 2 billion 576 million euros, an increase of 11.7% over the first half of the fiscal year. The profit before tax and depreciation (EBITDA) was 551 million euros, an increase of 12.8%, significantly slower than the 17.4% increase in the first half of the fiscal year.

Prada's consolidated performance report for fiscal year 2013 shows that the group's net profit for the year ended January 31, 2014 was 625 million 700 thousand euros, less than 673 million 600 thousand euros expected by Reuters's comprehensive analysts, which was restrained by the strong euro, weaker demand in Eurasian market and increased tax burden. Net profit increased by only 0.3% on average, while the increase in fiscal year 2012 reached 44.9%.

Prada pointed out that sales in China have accounted for 1/4 of the group's total turnover, but sales in China have declined like those of its competitors. However, Patrizio Bertelli, chief executive of Prada group, said Chinese tourists' demand overseas remained strong.

Previously, Prada tried to pull the growth of group business through Miu Miu, but it has not yet entered the profit stage. For example, at the end of October 2013, Miu Miu and Coty Inc signed an agreement to produce perfume for Miu Miu brand, which will be officially launched in 2015 and sold by Puig Beauty&Fashion Group.

But overall, the decline is hard to stop. It has been reported that Prada has been profitable for three years since its successful listing in HKEx in June 2011, but net profit growth has been shrinking. In 2011, it was 72.2%, down to 44.9% last year.

Most importantly, the Prada group still decided to bet on the future of the company on Miu Miu. The group's chief executive, Patrizio Bertelli, revealed that the group will increase its advertising budget for its Miu-Miu brand. Although the brand declined by 2% in the third quarter, the sales of Prada brand increased by 10%. Luca Solca, a bank analyst in Paris, France, believes that "the development of Miu Miu brand will play a key role in accelerating the future growth of the group".

There is a lyric written in the end of the Kangxi Dynasty: I really want to live for another five hundred years. In the next one hundred years, how to continue the evergreen Prada industry is a major proposition before this luxury magnate. For many loyal users of Prada and many luxury lovers, I hope this is a story that an angel will not be old.