According to previous study conducted by Moore and Doyle (2010), achievement of a brand has been contributed by establishing good communication devices to mark its value, position and its products. Selection of Prada’s position in market was achieved because of its boutique site and the material of product. Its first boutique was located in a famous arcade, where was near the city’s famous Opera House. This first boutique is still standing in a great visible presence even now. Furthermore, the material of product has been made to focus on leather. Its attractive products draw attention from those customers who require an elite lifestyle and therefore, Prada meets their needs. Also, Prada shared similar groups of customers with other Italian luxury brands, such as Gucci and Louis Vuitton. Yet, there are some striking differences. These differentiations helped to distinguish Prada from other famous luxury
According to previous study conducted by Moore and Doyle (2010), achievement of a brand has been contributed by establishing good communication devices to mark its value, position and its products. Selection of Prada’s position in market was achieved because of its boutique site and the material of product. Its first boutique was located in a famous arcade, where was near the city’s famous Opera House. This first boutique is still standing in a great visible presence even now. Furthermore, the material of product has been made to focus on leather. Its attractive products draw attention from those customers who require an elite lifestyle and therefore, Prada meets their needs. Also, Prada shared similar groups of customers with other Italian luxury brands, such as Gucci and Louis Vuitton. Yet, there are some striking differences. These differentiations helped to distinguish Prada from other famous luxury