We previously looked at the SWOT Analysis of Burberry, a luxurious British fashion house. This time, we’ll take a closer look at the SWOT Analysis of PRADA, its competitor.

Since its founding, Prada, the renowned Italian luxury fashion business, has dominated the luxury bag industry. They are noted for their innovative designs, which make it a trailblazer. Prada has also reintroduced a number of classic styles to the mainstream. They are now one of the most fashionable and internationally recognised names in the luxury and apparel industries.

Prada has undertaken excellent marketing efforts, but they are falling behind in the fight to reach the digital world. Marketing evolves with time, according to the demands and preferences of the present population. The bulk of effective campaigns have now migrated to digital media. If you want to learn more about today’s effective marketing, check out our Free MasterClass on Digital Marketing 101 taught by Karan Shah, CEO and Founder of IIDE.

Interested to dive into the key to Prada’s success in the luxury fashion industry? In this case study, we will learn about the SWOT Analysis of Prada. Before we begin, let us learn more about Prada, its founding, products, financial status and competitors.

 

About Prada

 

Prada is a fashionable attire and accessories business, established during the early 1900s and is headquartered in Milano, Italy. It’s a luxury fashion brand that focuses on several luxury merchandises ranging from travel accessories to shoes, watches, and so on. Prada manages and owns a few of the most prestigious brands – Miu Miu, Church’s, Cas Shoe, and Pasticceria Marchesi.

Mario Prada and his brother Martino started Prada as a leather goods store called Fratelli Prada, which translates to “Prada Brothers” in Italian. Animal goods, purses, and steamer trunks were among the items marketed by Fratelli Prada. The majority of these things were brought in from England. 

The Fratelli Prada firm took a turn when Miuccia Prada – Mario’s granddaughter, met Patrizio Bertelli, a 24-year-old Italian leather merchant. He persuaded Miuccia to shift her company approach and concentrate on producing high-end baggage.

Prada’s development in the fashion business continued throughout the 1990s, and by that time, it had established itself as one of the world’s top fashion houses. Prada made the purposeful decision to have some exclusivity to the brand, thus certain of their things were produced in restricted quantities. They expanded their business from luxury bags to a plethora of fashion items.

 

Products of Prada

A company that started solely with leather products, widened their product scope over the years. Following are merchandises by Prada – 

• Leather goods 
• Handbags 
• Footwear 
• Apparel 
• Accessories 
• Eyewear 
• Fragrances.

 

Competitors of Prada

Prada holds their reputation under the top luxury fashion brands. However, they are in constant competition with – 

• Hermes
• Armani
• Gucci 
• Burberry
• CHANEL
• Jimmy Choo

 

Now that we have insight into the background of Prada, let’s delve deep into the company’s operation via the SWOT Analysis of Prada.

 

SWOT Analysis of PRADA

 

 

1. Strengths of Prada

What distinguishes Prada from other fashion firms is its minimalist but elegant designs, which are free of flashy brand marks. The following are Prada’s intrinsic strengths that have led to their consistent success – 

 

• Finance Status – The company incorporates a robust money position and maintains a decent profit over the past 5 years. It conjointly has accumulated profit assets that will be accustomed to finance several capital expenditures.
• Distribution and Reach – The corporation is supported by a robust distribution network that ensures that its product would be accessible to an outsized crowd of shoppers in an exceedingly timely fashion. 
• Dealer Relation – Prada incorporates a sensible relationship with its dealers for its business operations. This maintains a sleek process for its entire production and sale of products. 
• High customer satisfaction – the firm has been able to attain a high level of customer satisfaction among current customers and strong brand equity among future consumers thanks to its specialised customer relationship management department.
• Skilled Workforce – Successful training and learning programmes have resulted in a highly competent workforce. Prada devotes significant resources to employee training and development, resulting in a team that is not just highly competent but also driven to attain greater success.

 

2. Weakness

Next under the segment of the SWOT Analysis of Prada are the Weaknesses. The factors that pull the brand down are its flaws. Early detection of flaws would assist the brand in promptly resolving the issue before it becomes a disaster. Let’s take a look at Prada’s weaknesses – 

 

• Sales Inventory – Prada’s automated production method allows for the rapid development of a variety of products. This falls to a disadvantage from time to time as it takes time for all of the products to sell out before fresh ones are manufactured. As a result, it may be necessary to replenish various non-essential items in order to boost associate undesired business value.
• Rented Places – Many of Prada’s properties are rented rather than owned. As a result, it may find itself paying a significant leasing fee, so significantly raising the worth of its enterprise. This is a general vulnerability due to the unreliable rental property, which will have an impact on the earnings.
• Integration – Prada has sought and failed to combine with other companies. Many acquisitions have been stymied due to the brand’s present structure and ethos. This is a significant flaw for the brand since it halts its expansion. When there is a lack of diversity in the workforce, it is difficult for workers of various ethnic origins to adapt to a certain geographic location, and it becomes difficult to recognise their abilities.

 

3. Opportunities

External elements that companies are confronted with in order to seize and build up their business are known as opportunities – 

 

• Social Media Platforms – The digital era sees additional users on numerous social media platforms like Twitter, Instagram, and Facebook. Expansion to social media digital marketing will extend their product promotion, client interaction, and assist with customer feedback.
• Versatile Products – Prada may be able to tap into new markets as a result of changing customer behaviour. It gives the company a strong chance to expand into new product categories while also generating new income sources.
• Research & Development – Prada invests in research & development at an average stance compared to their competitors who have gained a considerable competitive edge as a consequence of their creative goods.

 

4. Threats

Last under the SWOT Analysis of Prada are the Threats. Because prevention is better than cure, what better way to protect the brand’s reputation than to be aware of external threats? Prada should concentrate on the following elements to avoid further damage – 

 

• Competitors – Prada sees tons of competitors in its market. Also, competitors have additional technological developments. Most of the competitors inside the business are a threat as customers would get drawn to new content. This would result in a decrease in its market share.
• Supplies – The providers have exaggerated over the years, and there’s a decrease within the suppliers that the complete has. Many people mean that the price of the inputs could rise for Prada.
• New Entrants – There are several players that have entered the market during this domain. Several new entrants have gained market share, and this can be a threat to the competition because it might lose customers. The new entrants are offering creative products and increasing their reach. This helps to improve their image as well.

 

For large brands like Prada, a SWOT Analysis is an ideal technique to break down their operations and analyse management risks and benefits. With this, we come to the end of this case study on the SWOT Analysis of Prada.

 

Conclusion

 

Prada’s position as a top luxury fashion brand has been solidified by its strong financial situation, steady relationships with external dealers, consumer satisfaction, and, most crucially, its global reach. Clearly, Prada faces risks as a result of the industry’s significant rivalry and appeal. Working on their sales inventory, focusing on feasible research and development, and tapping into the digital world of marketing would assist them to secure their renowned position and increasing sales.

Prada will not only gain from the cost-effectiveness of digital marketing when they boost their presence through different channels like SEO, emailing, content marketing, and social media marketing, but they will also reach a larger audience than normal.

Obtaining the necessary skills in Digital Marketing and completing Certified Courses may lead to opportunities to work with fashion houses like Prada. 

IIDE provides training in a variety of digital skills and knowledge, including Short Term Certification Courses that can bring you up to speed in as little as five days. Check out IIDE’s short-term certification courses, which include topics like social media marketing, media planning, and SEO. 

If you enjoy in-depth company research, check out our IIDE Knowledge portal for more fascinating case studies. 

Thank you for taking the time to read this SWOT Analysis of Prada, do comment below with your opinions on the case study.