THE GROWTH AND DEVELOPMENT OF PRADA’S SISTER BRAND: MIU MIU
Miu Miu was created in 1993 by Miuccia Prada with a separate identity from the Prada brand and has since evolved into one of the leading luxury fashion brands in the world. The Miu Miu brand identity is characterized by an avant-‐garde point of view, sensual and provocative style evoking a luxurious sense of freedom and intimacy.
To communicate and establish Miu Miu’s unique identity to the American clientele in order to overcome the common misconception that a second brand created by the same designer must be a diffusion line or younger brand.
THE PROJECT BRIEF
The Columbia Business School and Parsons team was charged to develop a comprehensive retail driven events strategy for 2012, utilizing traditional, digital and experiential marketing to increase brand awareness and expand clientele base in the US market.
The team was given a budget and developed a marketing plan to distinguish Miu Miu as a completely independent and free-‐standing alternative expression of designer Miuccia Prada.
“INTRODUCING “IN HER CLOSET”
Designed as a paradox, Miu Miu invents the hidden pop-‐up store—an intellectual, yet enchanting event. The inverted pop-‐up will be located in the floors above an existing Miu Miu store, surprising luxury customers who normally expect pop-‐up stores in alternate locations. Reminiscent of a speakeasy, guests will walk through the entrance of the Miu Miu store, staged as an apartment building lobby entrance, to find a “secret” elevator. The elevator opens to a sensual experience a dream closet on two full floors. The curated selection will not only be an exhibition, but also a selling space and will open for two days, invite-‐only, and then to the public for the next three weeks before traveling to other cities.
In the first room of “In Her Closet,” guests will be greeted by an over-sized vanity, showcasing jewelry from the latest collection. Next, the guest enters an interactive bag room, where she can play with a floor-‐to-‐ceiling digital wall that generates outfit recommendations. She next ascends the stairs and walks through an entrance that resembles an armoire into a room with a cascading wall of Miu Miu shoes. Down the corridor, the final room showcases ready-‐to-‐wear pieces floating on cords strung in glass closets. Again, the guest can complete her outfit using a second interactive digital wall. All purchases will be personalized with a customized label, “hidden” in the inside of the product to ensure guests walk away with a memorable experience. Pre and post event marketing will touch both existing and new customers, and will allow Miu Miu to build a CRM database and create deeper relationships with clients.
MIU MIU TEAM
Michael Ghory, Columbia Business School MBA
Morgan Satler, Columbia Business School MBA
Beth Stewart, Columbia Business School MBA
Andrea Szasz, Columbia Business School MBA
Daniela Jacobs, Parsons The New School for Design, Integrated Design
Ruby Stinson, Parsons The New School for Design, Design and Management
Aram Sung, Parsons The New School for Design, Fashion
Radhika Wadhwa, Parsons The New School for Design, Communication Design