PRADA

BRIEF:

Prada is now seeking younger customers in a bid for growth.

PROBLEM:

Prada is struggling to grow its brand within a millennial market because of its price point.

INSIGHT:

Prada is expensive and there's no way to make it less expensive. It's all about exclusivity so instead of devaluing we will make Prada more accessible but still aspirational to own. We want millennials to know that it is exclusive but not so much that they can not own it.

IDEA: 

An event that allows millennials to experience Prada in a different way to just purchasing aiming to gain long loyal consumers for the future. Project Prada is an event in Camden market. Aimed at millennials, they will experience ‘Prada’ through art and music. The event will be based off of the six senses and each one will have a workshop which visitors will take part in. 

COPY LINE: 

Live Prada

© 2020 by Molly Frances Brewer and Nadezhda Georgieva Kirov.