Branding Management

Prada’s Reality Hits Home

By: Mackenzie Baker | Jun 09, 2020

Prada is adapting to shopping restrictions during the Coronavirus pandemic by providing a luxury experience from home. Using virtual reality, Prada’s new initiative guides customers through an immersive, international journey that “overcomes distances” and “stimulates the senses”. The experience lets viewers see Prada’s Spring 2020 collection and explore its Milan, Florence, New York, Los Angeles, and Tokyo flagship stores. The experience also includes an up-close look at the artisanal making of its men’s shoes and a behind the scenes view of the Made to Measure project, the brand’s exclusive and personalized tailoring service.

Prada’s focus on a digitized shopping experience is reflective of its pledge to spotlight innovation for the new year. The launch of a cinematic, travel-infused marketing strategy could increase Prada’s direct-to-consumer sophistication, as noted in a Gartner report on the topic. Additionally, the brand signed a partnership in May with Sprinklr—an AI customer experience platform—to further augment its digital endeavours. Prada made the initiative compatible with a variety of VR technology, including YouTube VR, Veer, Oculus, Youku, and Facebook in an effort to expand its reach further still. Creating a widely accessible VR experience could help cultivate a tech-savvy, yet still luxury-revering audience for the label. It could also set Prada apart from its competitors, as it aims to turn online shopping into more of a tangible experience.

Prada’s new VR venture could open up a new realm of opportunity for luxury labels to connect with customers and modernize the traditional shopping experience on all levels.


Pressed for time?


Hire a skilled expert and get original paper for 3+ hours now

More Similar Essays

White’s The Clash of Economic Ideas

Pick one of the topics to write a 6 page paper on. Please use citations and quotes mentioned in the topic you chose (An Outline of the history of Economic Thought by Screpanti or The Clash of Economic Ideas by White). 1. Screpanti/Zamagni in chapter 12 provide a host...

read more


1. Wright a summary of content and methods used in the chronological development of metaphysics. 2. Choose a philosopher from the ancient, medieval, or modern period then discuss and compare his distinct metaphysical teaching and method with Martin Heidegger (a...

read more

EXAM 4 History

5 short answer questions 2 essay questions. This exam covers Chapters 13-16 in the textbook.George Brown Tindall and David Emory Shi, America: A Narrative History (11th Edition, Volume 1) ISBN # 978-0-393-66893-3Joshua D. Rothman, Reforming America, 1815-1860. ISBN #...

read more