My newest project is creating Collateral Material for Prada. With any project, research is the first step. Research is key to understanding a brand. Their values and current message shows their attractive audience as well as where to go from here.
As I have researched Prada, I have found their mission to be quite simple, as described on their website, "The Prada Group is synonymous with innovation, transformation and independence and it is committed to promote a business culture oriented towards sustainability. These principles offer its brands a shared vision in which they are able to express their essence." Their service is luxury goods such as bags and clothing, with their main competitors being the likes of Chanel, Gucci, Louis Vuitton, Celine, etc.
Prada's main values, according to their website, are being "pioneer(s) of a philosophy that transcends fashion" while broadening the horizon on luxury goods. They do this "without fear" using "century-old traditions and strong industry knowledge." They are eminent on spirit and perfection in their work and encourage diversity of cultures and qualities. They also have a very big value within sustainability that works with nature, people, and places. Their main value, as noted throughout the various writings throughout the website, is "Drivers of Change" as their core motto in business practice.
They differ from competitors by being a stand-out fashion brand. While many competitors, such as Gucci and Louis Vuitton, succeed through logos, Prada makes couture for the object's relevancy.
Their message and image should differ from its competitors by making the brand almost completely unlabeled. This idea is presented through, in my eyes, understated luxury. It will make the brand feel more unattainable and visionary.
Shown below: Prada clothing with no logos in first image, Prada items with logos in second.
