Prada Base Case

By John McCormick  |  Posted 2002-12-16 Print this article Print

Prada Base Case

Headquarters: Via Andrea Maffei 2, 20135 Milan, Italy

Phone number: 011-39-0254-6701 (from U.S., direct)

Business: Prada designs and sells high-end mens and womens apparel, shoes and accessories. Prada operates about 300 stores worldwide and either owns outright or has a majority interest in fashion houses Churchs & Co., Helmut Lang and Jil Sander

Chief Information Officer: Fulvio Grignani

Financials in 2001: Sales, $1.46 billion; earnings before interest and taxes, $119.3 million; net profit, $28.6 million

Challenges: To reinvigorate the Prada brand name; capture market share and "mind-share" in luxury goods retailing; collect better information about customers; improve store results


  • Perfect new retail concept, known as Epicenter plan. Open Epicenter stores in New York, Beverly Hills, San Francisco and Tokyo
  • Improve Prada brand sales, from 2% growth rate in 2001
  • Increase Prada directly owned store sales, which dropped 6% in 2001 to $728.4 million
  • Reduce debt, from $1.2 billion at the end of 2001  


Before joining Baseline, John was the editor of Inter@ctive Week, another Ziff Davis publication. He was the editorial director at SIGS Publications and the editor of both the print and online editions of CMP Media's InformationWeek. At CMP, he wrote a popular column, 'McCormick Place,' that focused on technology and business. He also served as the editor-in-chief of InfoDaily and appeared as a regular analyst on CNBC's Technology Edge program.



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