Brand Evaluation: PRADA

You've heard of it in your favorite rapper's music. You see Rihanna wear it in celebrity news. You know it's a luxury brand. But where is it from, and what is it really all about?

Origin: Italy

Founder: Mario Prada in 1913

Prada is an Italian luxury brand founded by Mario Prada in 1913. It initially began as a leather goods shop in Milan through selling animal goods, steamer trunks, and handbags. Although Mario was against women working in business, his daughter Luisa succeeded the business and later her daughter Miuccia who brought in innovation to the brand such as adding nylon fabric to make waterproof backpacks.

Miuccia along with her husband Bertelli continued to grow the business, and were able to establish a second boutique in Italy in the centre of Milan's shopping district. Here is a short timeline of some prominent events:

1979 - Miuccia releases nylon backpacks and totes that became Prada's first commercial hit.

1983 - Second boutique shop opens with modern flare.

The nylon tote is released and becomes the second commercial hit. Prada expands in the US as well as opens in prominent shopping districts such as Paris, Madrid, Florence, and New York City.

1984 - Prada's first shoe line is released.

1985 - "The Classic Prada Handbag" is released, and is an instant hit. Becomes one of Prada's signature bags.

1989 - Prada's women ready-to-wear is released.

1990s - Prada becomes a prominent luxury brand with reputation of modern appeal in a "working class" theme (Bellafante, The New York Times).

1992 - High fashion brand "Miu Miu" by Miuccia's nickname is released.

1993 - Prada is awarded by the Council of Fashion Designers of America for its' accesories.

1996 - Prada's designs are regarded as highly intellectual and conceptual. "Ugly chic" style phrase comes into play.

1999 - Prada joins with LVMH to acquire Fendi.

2010 - Prada has issues with gender discrimination and dismissing workers illegally through the Turkish leather factory DESA.

2019- Prada takes a stance on ethical product creation, and eliminates fur from all fashion houses and brands.

2020- Raf Simons (Belgian fashion designer who worked as creative director at Christian Dior and Calvin Klein) is announced as co-creator director at Prada.

It seems that Prada still stands strong in their unique modern designs of their handbags, totes, ready-to-wear, and haute couture. In each case of a company expanding and growing (both globally and domestically) I believe there would be a share fair amount of issues in regards to labor practices and ethical work. It is important that Prada recognized and worked over these issues, and looking into "Good on You" evaluation of Prada we can see that Prada has a rating of "not good enough". There are several factors to this such as unfair labor wages, few eco-friendly methods to minimize textile waste, and as they state they have not published information in regards to a list of suppliers, information about forced labor, etc. (Good on You, 2020).

Overall, we can see that Prada has a rich unique history in expanding globally through use of innovative design and strong business management. However, with the ever increased need for authenticity and eco-friendly practices people are eyeing how Prada management will decide to proceed in reassuring their consumers with higher ethical standards.