Prada "Awakening" Finally Began To Focus On Consumer Experience.

In the past month, Prada has opened two new stores and renovated two flagship stores.

The new store is located at the GUM Mall shopping mall beside the Red Square in Moscow, and the Bahnhofstrass in the central shopping district of Zurich.

The renovated stores are all in China, namely the flagship store opened in Guangdong road in Hongkong in 2002 and the store in Shanghai Hang Lung Plaza.

Compared with the performance of the brand in recent years, such a speed has slowed down.

Since 2012, Prada's store strategy has been more radical.

It has opened 260 stores in emerging markets including Brazil, Russia, India, China and South Africa.

In 2014, there were 54 new stores.

By the end of this 1 month, the total number of stores in the world has reached 618.

Doing is better than not doing well, but the most dangerous thing in fashion industry is catching up with the trend.

Overexposure is not a good thing for any high-end luxury brand, especially when the economy is in recession.

"Everywhere is fatal," said Robin Lewis, a retail analyst and FIT Professor, in an interview with racked.com. "The problem is that when brands realize that they are heading in this direction, everything is probably over."

According to the 2015 earnings report released by Prada in April this year, its profit fell 27% year-on-year, a record low of five years.

Among them, the top ranked category leather products revenue fell 10% year-on-year, and the sales of handbags in Asia were particularly low.

Its performance in the US market is equally poor. Wholesale sales of third party retailers have shrunk by 21%, while direct sales have fallen by 7%.

In addition to overexposure, Prada's performance in product innovation has also been criticized.

The queen of Prada wearing 10 years ago witnessed the good time of the brand from 2001 to 2009.

By 2011, when Prada went to Hong Kong, its product strategy seemed more conservative than Chanel, Goyard and other private brands.

Although the number of products is sufficient, the impressive design still seems to be only a few of the killers and bamboo bags.

"There was a time.

New products have been released in real sense.

But over the past few years, the pace of product renewal has slowed down, and the consequences have emerged.

A.T. Kearney retail analyst Hana Ben Shabbat said.

In addition, Canitno also told the media in April that the brand will close some stores and reduce the price difference between new products in different regions to 10%.

They plan to launch more new bags priced between 1200 and 1400 euros, and double the sales volume of e-commerce platforms in the next two years.

In July 15th, Prada just opened on Net-a-Porter, and the items on the shelves included bags, shoes, leather decorations, and early autumn show women's wear.

In October this year, it also plans to enter Snapchat and try more on social marketing, aiming at younger groups.

Now, the poor performance has finally made Prada aware of its problems.

It began to slow down the pace of opening stores, focusing on optimizing the retail network and shopping space.

Newly opened Zurich store and refurbished

In the Hang Lung Plaza store, customized services were added to Wifi and other digital services.

Stefano Cantino, group strategic marketing director, said at the opening ceremony of the flagship store in Hongkong last Friday that the new store reflects a new consumer centered strategy.

"Unlike the past, the goal of the store is to create a more intimate, personalized and unique shopping experience for consumers."

By comparison,

And Louis Vuitton changed more quickly.

Gucci's new creative director, Alessandro Michele, has brought more youthful designs. Louis Vuitton creative director Nicolas Ghesqui re re has attracted a lot of attention through the two dimension marketing.

Carlo Mazzi, chairman of the Prada board, revealed in May that they are adjusting the management structure and will be completed by the end of this year.

At present, Patrizio Bertelli and his wife Miuccia Prada jointly serve as CEO, Miucci also serves as creative director.

Two per capita is nearly 70.