Professional Documents
Culture Documents
Industrial activities
Raw materials
March 2012
March 2012
stimulating program of important events in the realm of the Arts. From May 31 to
October 2, 2011 Ca Corner was opened to the public with its first exhibition
documenting the multiple activity of the Fondazione Prada, such as the project for the
new permanent space in Milan designed by architect Rem Koolhaas to be unveiled
in 2013.
Prada is part of the PRADA Group, one of the global leading companies in the luxury
goods sector, which embodies an original business model that successfully combines
industrialised production processes with highly sophisticated workmanship and superb
handcrafted goods. The PRADA Group also includes Miu Miu - Miuccia Pradas vision
of an alternative style a brand with a strong personality, provocative and sophisticated
as well as free-spirited and avant-garde; Churchs, one of the world leaders in the luxury
footwear industry, established in 1873 in Northampton (Great Britain), and Car Shoe,
the first producer of the driving moccasin, characterised by a patent soft sole with
rubber studs, established in 1963.
The Group manufacturing is concentrated in 11 plants, 10 in Italy and 1 in Great
Britain, plus research and development laboratories. Each phase of the production
process is closely monitored and directly controlled: from the choice to the purchase of
the raw materials (external suppliers included), to the creation of prototypes, through to
the planning and coordination of external and internal manufacturing. The Group
products are sold in more than 70 countries around the world: besides a selection of
luxury department stores and multi-brand stores, the distribution network is composed
of 388 (31 January 2012) directly operated stores, a strong point in the international
growing process of the brand.
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Industrial activities
In all its production activities, PRADA Group successfully combines an industrial
approach with the spirit of handcrafted workmanship and outstanding quality in its
manufacturing processes. Equally important is the Groups constant quest for excellence
and innovation in materials, processes and organisation.
Production activities are (sub)divided into three sectors - bags and accessories, ready-towear and footwear - coordinated centrally from the Terranuova Bracciolini offices in
Tuscany. The production is concentrated in 10 plants located in various Regions
throughout Italy and also work with expert external suppliers. Another plant, located in
Northampton, Great Britain, is dedicated to the production of Churchs footwear.
Each phase of the production process is directly controlled by Prada: from choice to
purchasing of raw materials (external suppliers included), to the creation of prototypes,
through to the planning and coordination of external and internal manufacturing. The
continuous development of internal know-how is the best possible guarantee of Pradas
commitment to product innovation and production process improvement. The spirit
and values of craftsmanship, however, remain at the heart of all manufacturing
processes and represent a unique asset of all PRADA Group brands.
The PRADA Groups production plants are concentrated entirely within PRADA spa
(with the exception of Northampton) and originate from both an internal development
and acquisitions of former suppliers over the last ten years. Fully modernised, often
with the addition of new plants built by leading architects such as Guido Canali (the
Levanella, Arezzo and Montegranaro, Ascoli Piceno plants) and Studio Cerri & Associati
with Vittorio Gregotti (Piancastagnaio, Siena factory), all were designed to optimise
manufacturing processes yet preserve and enhance the spirit of traditional
craftsmanship that was their original raison dtre and still motivates their workforce.
Group Logistics
Logistic services for the distribution of finished products are organised over 5 central
warehouse facilities, including 4 in Italy and 1 in Great Britain and are managed by a
forwarding agent within the Group that coordinates all post-production phases,
including customs procedures and bureaucratic matters. The Logistics Department
supervises acceptance of products arriving from the Group industrial sites subsequently
ensuring shipping and computer automated tracking of goods from the moment they
leave the warehouse to final delivery, as well as the quality control by means of a
specific structure.
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Raw materials
Prada places the utmost importance on raw materials that determine the quality of the
production process.
The acquisition of raw materials is entrusted to an internal structure within the company that
only chooses suppliers offering maximum quality. This criterion knows no compromise.
In many cases, the raw materials are exclusively produced for the PRADA Group, on the basis
of rigorous and specific requirements of both the style department and the acquisitions
department. This not only guarantees that the materials used to make each product are of the
highest quality, but also ensures their exclusivity, underlining the strong identity of all Prada
products.
Before being used for production, the raw materials pass strict quality controls by the
companys technicians and inspectors.
The raw materials fall into two categories: hides and fabrics.
Hides
Hides have always been the basis of the success of the Prada brand, and are an integrated part
of its almost centennial history. In 1919, just five years after the opening of the original Prada
store in Galleria Vittorio Emanuele (1913), Mario Prada was appointed as Official Supplier to
the Italian Royal Household.
The know-how developed by Mario Prada, regarding the choice of different quality hides, as
well as tanneries most suitable for treating a particular type of leather, are an intrinsic part of
the companys heritage that Mario Prada passed on, and that subsequent generations have
been able to preserve.
For Pradas creation of leather goods, bags, accessories, but also items from clothing collections,
Prada uses around 2,2 million square metres of different varieties of leather a year.
Before being sent to the various production centres, the hides are subjected to a further quality
test that takes into account a whole range of requirements in order to supply the different
production centres with the most appropriate leather for a specific product.
The tanneries are selected not only because of their high quality of workmanship, but also due
to their capacity to keep up with the style departments quest for creative innovation. Many
Italian tanneries are very avant-garde, especially for the treatment of fine leathers such as
python and crocodile.
The tanning of hides is an ancient process, and in many respects, still executed by hand. There
are many variables (temperature, water, air, humidity, type of leather, etc), therefore in Italy
separate production departments naturally came into existence to cater for the different
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tanning processes as not all techniques can be practised everywhere. Thus, a consolidated
tradition for a specific type of workmanship, developed through time.
The high quality of the hides has traditionally allowed Prada and still does - to highlight the
natural appearance of the leather, avoiding chemical products or sprays, thus leaving intact the
natural patina and softness of the individual leather. This enhances the natural ageing process,
which, through time, only adds style and elegance to the finished product.
The fabrics
The PRADA Group annually uses approximately 4 million metres of fabric per year, varying in
type (silks, wools, cottons, linens, technical fabrics etc) and percentage, according to the season
and the collection.
As mentioned, a vast majority of these fabrics, such as printed silks, are made exclusively for the
different brands of the Group, based on drawings, style, and other factors specifically requested
by the design department for each collection.
Some of the workmanship is avant-garde and the fruit of intense research and development in
collaboration with the top fabric producers. This ongoing research has allowed Prada to open
new horizons in the field of fashion and luxury, creating and anticipating new trends.
Quality and innovation, as well as the respect for tradition, have always been the values Prada
has subscribed to. While consistently adopting a cutting-edge approach in the experimenting
new production techniques, new technologies and new fabrics, Prada has been able to
harmonise this innovative approach while maintaining its very strong ties with tradition for
craftsmanship and manual processes. Prada was the first label back in 1978 to use a particular
type of nylon made of a fine, twisted weave, appearing as precious as silk, obtained through a
special chassis. A new fabric trend was thus created in the world of fashion.
Prada's approach is that technology should serve ideas and creativity and not vice versa.
Therefore, technology applied to fabrics is not necessarily associated with futuristic fabrics or
designs: in fact, in the majority of cases most up-to-date technologies serve to reproduce luxury
quality and traditional colour, prints, etc, to achieve enhanced quality and precision processes.
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Prada manages the independent shops and department stores channel based on
selective distribution and a well-defined strategy of control aimed at maintaining
outstanding quality and high volumes, ensuring consistency in merchandising and
monitoring sales performance. Franchise shops are located in specific markets where
this form of retail is imposed by local legislation or custom, and entail partnerships with
local entrepreneurs with an excellent knowledge of the relevant market.
The wholesale channel, besides ensuring the brand benefits by a series of shop windows
in particularly significant positions in key markets, enables a direct and immediate
comparison to be made with the competitor brands. Therefore, the sales trend through
the independent channel represents a very useful indicator of the consumer trends and
brand strength.
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Eyewear
In 2000 the PRADA Group developed its first Prada and Miu Miu branded sunglasses,
and in 2003 it signed a licence agreement with Luxottica Group, a world leader in
eyewear.
Under the creative supervision of Miuccia Prada and Patrizio Bertelli, Prada
coordinates the conception, design, styling and communications for all collections, while
Luxottica has exclusive worldwide rights to the production and distribution of Prada
and Miu Miu sunglasses and eyeglasses.
Not only is this an important business agreement, but it is also an excellent example of
comprehensive cooperation in creativity, style, production and distribution - between
two of Italys foremost industrial groups.
Fragrances
In 2003, an agreement was entered into with Puig Beauty & Fashion Group, one of the
worlds largest producers of cosmetics and fragrances, creating a joint venture for the
production, distribution and development of Prada perfumes.
Here, too, Prada is actively involved in the various phases of product, creation and
development as well as communications, while responsibility for production and
worldwide distribution is in the experienced and highly qualified hands of Puig.
In 2004, after lengthy and thorough research by Miuccia Prada in cooperation with
some of the most qualified noses in the world, Amber - the first Prada perfume for
women - was created. Greeted with unanimous critical and public acclaim, Prada
Amber perfume has enjoyed encouraging commercial success in all markets where it has
been presented. In 2006 Prada unveiled its first mens fragrance, Prada Amber Pour
Homme, marking the birth of the first Made in Prada perfumes family under the amber
scent.
A new perfume for women, Infusion dIris, was launched in 2007, which was the key to
developing a series of complementary, innovative and personal products for bodycare
and for the home. From this new pillar a collection of limited edition fragrances was
derived: the Ephemeral Infusion Collection that includes Infusion de Fleur dOranger,
Infusion de Tubreuse and Infusion de Vtiver.
In 2011, Prada Candy, the third pillar of the Prada fragrances, is launched. A new
perfume for women that highlights the funny aspect of the brand also in the beauty
sector.
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Mobile telephones
In 2006, the PRADA Group entered into an agreement with LG Electronics, one of the
world leaders in mobile telecommunications technology, to develop an innovative and
iconic mobile telephone. By leveraging their respective skills, Prada and LG explored
all of the product's aspects together, both in terms of the contents (for example: software,
user interface and music), and in terms of the presentation (from the design to the
packaging): the partnership created the Prada Phone by LG, a unique, sophisticated
and elegant telephone, the first in the world to have an interface that is completely
touch screen.
The Prada Phone by LG was launched in March 2007 in Italy, Great Britain, France
and Germany, and subsequently on the principal Asian markets and in Latin America.
The product's high qualitative and innovative content enables a significant commercial
success to be achieved, with more than 1,000,000 mobile telephones sold.
In October 2008 Prada and LG launch the second phone, another quantum leap in
mobile phone innovation and design, thanks to ultra-thin keyboard and new enhanced
technological features.
In December 2011, Prada and LG unveiled the partnerships latest smartphone, the
Prada phone by LG 3.0 that combines Pradas distinctive style with LGs innovative
technology, including one of the biggest and brightest screens in the world with 4.3inch
and 800-nit screen.
March 2012
the number of brands: Prada, Miu Miu, Churchs and Car Shoe.
11
70
388
3,514
7,855
the total number of direct employees worldwide (at Jan. 31, 2011).
2,555 million
March 2012