MILAN — Prada Group's new online strategy kicked off in China this week, with a full global rollout planned by the end of January.The platform is "highly customized and localized," said the Milan-based fashion company, which is publicly listed in Hong Kong, and characterized the launch as "a major step forward" in its digital strategy.The product offering available on Prada's new platform will cater to individual markets across the globe.Prada listed its online services, which include improved and simpler navigation with a “mobile first” approach; new design and richer media content to increase consumers’ engagement while shopping online; a wider product choice that includes all men's and women's product categories, from ready-to-wear, bags, accessories and shoes to fragrances and eyewear, and personalized concierge services, such as the “virtual assistant” chat option and the possibility to book an appointment in store. The platform is fully integrated with Prada's stores, allowing the purchase of products online that can be picked up in a store of choice, where personal shoppers can also be reserved. The online store is integrated with social networks and local payment methods, including WeChat and Alipay.Chiara Tosato, Prada's general manager and digital e-commerce director, who joined the company in March, said the new prada.com in China was an important step for the group's digital strategy, "which is based on three pillars: driving online sales through our new e-commerce platform globally, developing an omnichannel shopping experience that integrates different ways of buying and increasing our investment in digital communication."Tosato pointed to China as one of the group's key markets.Prada is going through a phase of restructuring and, commenting on first-half results in September, which saw a decline in profits and sales, company chief executive officer Patrizio Bertelli pointed to its ongoing digital transformation, which he believes will deliver long-term growth.Bertelli said the company has “not seen the full impact” of its digital transformation.A localized e-commerce platform was first rolled out in Europe and the U.S. Tosato said at the time the platform allowed “a simpler user experience and a view of inventory,” explaining it is integrated with social networks, with a login directly from Facebook, for example.“We are working with 10 different languages, and each local site is customized and updated,” Tosato said in September. “We have already launched Prada’s and Miu Miu’s ready-to-wear, and the goal is to have everything online by the end of the year.”The target for digital sales is to reach 5 percent of revenues by the end of 2018, once the digital transformation has been completed, Tosato said at the time. Bertelli noted that perhaps Prada was late in the game, but that the actions taken so far have “been pretty good,” and that “the right decisions” had been made.Geographically, the Asia-Pacific region in the first half was up 0.4 percent with sales of 463 million euros, representing 32 percent of total sales. Greater China saw a 5.2 percent increase at constant exchange and growth was also seen across Macau and Hong Kong.Luxury goods companies are increasingly investing in their online platforms in China. For example, Gucci, Bally and Louis Vuitton also opened their e-stores in that region this summer.
In honor the @CFDA’s announcement of @iamnaomicampbell receiving the Fashion Icon Award at the 2018 #CFDAAwards, which will take place on June 4, here’s a #tbt of the supermodel on @michaelkors’ runway in 1991. #wwdfashion #wwdarchive (📷: George Chinsee)
“I was making the guacamole when my scout saw me,” says model @stuckinteenage on being discovered just six months ago while working at @chipotlemexicangrill. Since then Williams has signed with @dnamodels, walked in her first show at @calvinklein and landed on the cover of @vogueitalia – a high point of any model’s career. To read @lisajlockwood’s full interview with the model on her experiences thus far, head to WWD.com – link in bio. (📷: George Chinsee)
“I love the idea of dialogue, period. It’s where I’ve always gotten my inspiration from: hearing other women speak, their journeys and their paths,” said @hereisgina, who delivered the keynote speech during @sxsw for @createcultivate in partnership with @fossil. For her two panels, Rodriguez chose female empowering, female-led and female entrepreneurs to focus on. Head to WWD.com to read more about her thoughts on Time’s Up, growing up in a family of women and why we “need a girls’ club.” #wwdeye #sxsw (📷: @jgreenery)
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.