Prada New Product Pricing Reform: Change To The Pro Citizen Line

Prada Group Marketing Director Stefano Cantino has revealed that a series of new marketing strategies have been initially planned, and new initiatives will be initiated for the long-term development of the brand.

Italy luxury group Prada issued a statement recently: Greater China region The weakening of the market has reduced annual net profit to 451 million euros, down 28% compared to the same period last year. Prada chairman Carlo Mazzi said: "the trading situation in Hongkong and Macao markets is still unstable."

In store Sales promotion Door-to-door and customized services, the focus is to do a good job in each store portfolio. He said: "we try to make the above marketing strategy clear in every country's store."

Prada will review its pricing strategy after Easter. Asian region The possibility of price reduction is relatively large, and there is not much room for price increase in Europe. Prada seeks to reduce costs and ensure profits. In 2015, there were 28 new stores, including 6 existing stores. From 2016 onwards, Prada will not open more than 6 new stores every year.

Prada will also give full play to the role of best-selling funds, increase the frequency of new products and new releases, and ensure that its pricing range is more in line with strategic thinking.

Cantino said: compared to Prada, the classic hot selling Galleria starts at 1400 euros, Double Bag starts at 1800 euros, and the new package will be much cheaper, ranging from 700 to 800 euros (about 4700-5400 yuan).

In order to better cope with the rapidly changing tastes of customers, Prada is also improving its supply chain. Currently, it is recruiting 300 employees in the main producing area of its leather products, Tuscany, Italy.

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Christopher H. Peterson is taking on a new position. He will continue to report to the chairman and chief executive Ralph Lauren. Peterson joined the company in September 2012 as senior vice president and chief financial officer. He is responsible for the organization and planning of financial management and information technology worldwide. At that time, Peterson's work was directly reported to Ralph Lauren president and chief operating officer Roger Farah. Prior to joining Ralph Lauren, Peterson had been a senior executive in many world-renowned enterprises. For example, he was the chief financial officer of the global home care department at Procter & Gamble Co., P & G company.

Peterson promotion is actually one of the changes in the management transformation of the company. Fashion headlines reported in February this year that the net profit of Ralph Lauren group fell 9.3% to $215 million as of the three quarter of December 27th. At that time, the group said that the trend of foreign exchange and global consumption expenditure were still unpredictable. It was necessary to reduce its annual revenue expectations, and announced that it would change the pace of development, aiming at more effectively adjusting the senior leadership and launching a brand new global brand management and operation mode.

According to the company's information, Peterson's experience in enterprise strategic transformation and operation mode is quite abundant, which will prompt him to play a key role in guiding Ralph Lauren group in the transformation of organizational transformation. In addition, in order to continue to push forward the brand new global brand management and operation mode, the group has carried out a lot of mobilization and promotion of the internal management, and the following are some related personnel mobilization information.

Jackwyn L. Nemerov continues to serve as president and chief operating officer of the group and a member of the board of directors of the company. In addition to wholesale, retail, e-commerce and licensing businesses, the Group Presidents of Europe, Asia Pacific and Americas will report to them. Nemerov joined the company in 2004 and was appointed to the board of directors in 2007. He will continue to report directly to the chairman and chief executive officer Ralph Lauren.

Val RIE Hermann continues to be president of Ralph Lauren luxury department, reporting directly to Ralph Lauren. She joined the company since April 2014. She worked in Reed Krakoff, Christian Dior and Yves Saint Laurent before. Ralph Lauren luxury goods and RRL global brand team will report to her. She is also responsible for luxury and RRL retail business in the US.

Mitchell A. Kosh, executive vice president of the former human resources department, was promoted to executive vice president and chief executive officer. He will lead the integration of key functional areas with the new organizational structure. The global head of human resources department; information technology, law, enterprise services and facilities; internal brands and communications and corporate social responsibility will be held by Mitchell A. Kosh. Since he joined the company in 2000, he will continue to report directly to Ralph Lauren.

Robert L. Madore, former vice president of senior finance, was promoted to senior vice president and chief financial officer. During his term of office, he held some important financial and operational positions. Madore will be responsible for the functions of accounting, finance, finance, taxation and internal auditing. In addition, he will be responsible for the supervision and management of regional financial business. Robert L. Madore has joined the company since 2004, and will continue to return to the global brand President Christopher H. Peterson.