To read the full version of this content please select one of the options below:

The evolution of a luxury brand: the case of Prada

Christopher M. Moore (Caledonian Business School, Glasgow Caledonian University, Glasgow, UK)
Stephen A. Doyle (Department of Fashion, Marketing and Retailing, Glasgow Caledonian University, Glasgow, UK)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 12 October 2010

Abstract

Purpose

The purpose of this paper is twofold. In its initial stages it undertakes a review of the key fashion industry‐related themes emerging from the IJRDM. Subsequently, it reflects upon these themes in the context of luxury fashion brand Prada and in so doing identifies four key change phases in the evolution of the brand.

Design/methodology/approach

Review of literature spanning 20 years.

Findings

The paper identifies five overarching general themes. These comprise fashion retailer brands, the internationalisation of fashion retailing, the emergence and challenges of on‐line fashion retailing, changes in the supply chain and changes in consumption.

Originality/value

The paper provides a valuable overview of the main research themes within the context of fashion retailing. In addition, it provides a critical insight into the changing nature of Italian luxury fashion brand Prada.

Keywords

Citation

Moore, C.M. and Doyle, S.A. (2010), "The evolution of a luxury brand: the case of Prada", International Journal of Retail & Distribution Management, Vol. 38 No. 11/12, pp. 915-927. https://doi.org/10.1108/09590551011085984

Publisher

:

Emerald Group Publishing Limited

Copyright © 2010, Emerald Group Publishing Limited