Watching Where You Step: Prada

1. Watching Where You Step:Prada By: Ashley Nosal

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. Questions ?

15. 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

16. 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_3 26021.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/