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Watching Where You Step: Prada. By: Ashley Nosal. What is Prada?. Created in 1913 by Mario Prada sold handbags, shoes, trunks, and suitcases though two boutiques in Milan concentrated on leather accessories and waterproof handbags In 1978, Mario’s daughter, Miuccia Prada took over

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Watching Where You Step: Prada

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Watching where you step prada l.jpg

Watching Where You Step:Prada

By: Ashley Nosal


What is prada l.jpg

What is Prada?

  • Created in 1913 by Mario Prada

    • sold handbags, shoes, trunks, and suitcases though two boutiques in Milan

    • concentrated on leather accessories and waterproof handbags

  • In 1978, Mario’s daughter, Miuccia Prada took over

    • In 1985, unveiled the classic Prada handbag– a simple, sleek, black nylon bag that became an overnight sensation


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What is Prada? Cont.

  • In 1989 Prada revealed it’s new collection, with elegant, simple pieces featuring clean lines, luxurious fabrics, and basic colors

  • By the 1990’s, Prada was known for smart, sophisticated, and extremely high quality pieces.

    • Used luxurious fabrics and simple styles, mostly in blacks, browns, grays, greens, and creams

      • Became Prada’s signature look

    • The apparel was sexy and spoke of confidence without revealing too much skin


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Prada’s Problems

  • Created IT “epicenter” store in Manhattan and debuted in December 2001

    • Spent $40 million on epicenter

  • Designed by Rem Koolhaas

    • Promised radically new shopping experience

  • Problems

    • Hordes of tourists

    • Neglected technology


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Prada’s Technology Troubles

  • Fickle fitting rooms: doors that turn from clear to opaque confuse shoppers and frequently fail to open on cue

    • also many people never understood pedals to change doors, and started changing in full-view

    • not so much a problem anymore, employees keep fitting rooms opaque all the time

  • Failed RFID: touch screens meant to spring to life when items are placed on RFID “closets” are often blank

    • Supposed to link to inventory system, let customers know if certain items were in stock


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Prada’s Technology TroublesCont.

  • Pointless PDA’s: Salesclerks let the handheld devices gather dust instead check stockroom for inventory

  • Neglected network: A lag between sales and inventory systems makes the wireless network nearly irrelevant

    • Supposed to display real-time inventory


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Case Question #1

  • Explain how Prada was anticipating using its wireless network to help its store operate more efficiently. What prevented the system from working correctly?

  • Anticipated Uses

    • Not having employees check stockroom for merchandise

      • Offer better customer service

    • Keep inventory records more up-to-date

      • Minimize Cost of Lost Sales

  • Problems with System

    • Lag between sales and inventory

    • Large crowds drawn to “high-tech” store

      • Didn’t allow employees to assist customers with PDA’s

    • A lot of the technology didn’t work as it was designed to

      • RFID “closets” and dressing room doors


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Case Question #2

  • What could Prada have done to help its employees embrace the wireless network?

    • Offer more extensive training on how the technology works

    • Make sure the technology is fully functional before put into stores for use

    • Utilize change agents

      • Change agents: somebody or something that brings about, or helps to bring about, change


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Case Question #3

  • Would Prada have experienced the same issues if it had used a wire (guided) network instead of a wireless (unguided) network?

    • No, a wire network is on a narrow path and therefore, will behave predictably

    • No fear of weak signal with wire networks like in wireless networks


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Case Question #4

  • What security issues would Prada need to be aware of concerning its wireless network?

  • Intrusions

    • Can be by accident or on purpose

  • IT personnel might overlook PDA’s as access point

    • Need to be protected against hackers

  • Viruses and Worms


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Case Question #5

  • What should Prada do differently when designing its fourth store to ensure its success?

  • Make sure technology works right!!!

    • If all bugs not worked out, don’t use it

  • Don’t use technology for sake of technology

    • Make sure enhances shopping experience

    • Adds efficiency to business

  • Make sure ALL employees are adequately trained in how to use new technology


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Current Information

  • Prada launches the primitive bags, must-touch bags with a modern edge (fashion and runway)

    • Echoes the primitive and classic sexuality of the spring/summer clothing collection

    • collection that returns to basic: to pure tactility and feeling

  • Prada partnering with LG to create a stylish mobile phone (Businessweek)

    • Provide LG with insight to luxury goods market

    • Also coming out with upgrade

      • LG Prada II phone


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Current InformationCont.

  • The Iconoclasts (fashion and runway)

    • Four iconic fashion editors “re-dress” Prada stores and offerings

      • take over the visual identity of Prada stores in four fashion capitals for the forthcoming autumn/winter collections


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Questions

?


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Works Cited

  • “Change Agents.” 2009. MSN Encarta. 16 Feb. 2009. http://encarta.msn.com/dictionary_561538393/change_agent.html

  • Choi, Min-Kyu, et. al. “Wireless Network Security: Vulnerabilities, Threats, and Countermeasures.” July 2008. The Journal of Multimedia and Ubiquitous Engineering. 16 Feb. 2009. http://www.sersc.org/journals/IJMUE/vol3_no3_2008/8.pdf

  • “Prada Launches The Primitive Bags.” 16. Feb. 2009. Fashion and Runway.

    16. Feb. 2009. http://www.fashionandrunway.com/fashion/article.cfm?id=11486

  • “Prada Presents: The Iconoclasts.” 10 Feb. 2009.

    Fashion and Runway.16. Feb. 2009.

    http://www.fashionandrunway.com/fashion/news.cfm?id=12673


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Works CitedCont.

  • Stewart, Anne. “Wireless Networking Hazards to Avoid.” 2008. Inc. Technology. 16. Feb. 2009. http://technology.inc.com/networking/articles/200703/wireless.html

  • Solomon, Sol. “Prada in LG Phone Makes for Stylish Tech.” 9 Feb. 2009. Businessweek. 16 Feb. 2009. http://www.businessweek.com/globalbiz/content/feb2009/gb2009029_326021.htm?chan=top+news_top+news+index+-+temp_global+business

  • “The History of Prada.” 2000. The Louis Vuitton Company.

    15 Feb. 2009. http://www.nvo.com/louisvuitton/the

    historyofprada/


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