Prada Rebrand
Objective:
Working with a team, I was asked to select a luxury brand and rebrand it for a Gen-Z audience. We were required to investigate brand history, brand assets, and the current fashion environment to assess the brand’s health and areas of opportunity.
Process:
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By examining the current brand strategy, public image, and brand assets, we created a snapshot of where Prada finds itself in the current market.
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We conducted market research to get a better grasp on what appeals to a Gen-Z customer. Identifying a target customer allowed us to zero in on a strategy to increase Prada’s image for younger audiences.
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We selected celebrity influencers to represent the brand, and created a “customization station” for brick and mortar stores that would provide a more unique shopping experience.
Outcome:
Through this process, I was able to apply information learned throughout the class into a tangible rebranding plan for a luxury brand. I used my researching and professional writing skills to delve into the luxury environment, examine customer preferences, and create a strategy that built on opportunities in the marketplace.