The evolution of a luxury brand: the case of Prada
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