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PRADA EMBRACE

Marketing Analytics

This project was selected to participate in the Fashion Scholarship Fund to represent the SCAD Fashion Marketing Department. I created a Marketing Analytics Strategy for Prada, that will help them to revolutionize their current events and strategies in order to expand their values and target market.

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2021

EXECUTIVE SUMMARY

Prada has been successful throughout the years in establishing an image of sophistication and excellence. However, the recent developments in today’s society have shifted consumers into seeking diversity and inclusivity. Issues such as Black Lives Matter, Covid-19, and political injustices have altered our perspective on what it means to be authentic. As a result, new generations have been unable to relate with Prada as a whole, since the brand values don’t resonate with their own.

 

Our marketing strategy will amplify the voices of individuals from different ethnic backgrounds, genders, body types, and disabilities for the sake of creating a diverse and inclusive environment, ultimately raising awareness and strengthening the brand’s identity by showing the world our newfound values. Artists, activists, and entrepreneurs will engage in conversations about topics such as body positivity, racial injustice, and sexual violence, which will be live-streamed via our social media platforms in order to maximize the exposure of the event. By establishing a presence in this generation's primary source of information we will increase brand engagement and generate a consumer base we didn’t have previously.

 

The world has changed, and so have consumers, who will no longer support a brand that is not actively addressing the socioeconomic issues of today. Authenticity is needed to create loyalty, and making consumers feel involved and heard is vital when rebuilding the brand's identity.

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MARKETING PROPOSAL

Prada's new marketing strategy aims to continue our current conversations and create an open and safe space to build an inclusive and diverse culture. We will continue with Prada's Possible Conversations by inviting young individuals from all genders, ethnic backgrounds, body types, and disabilities to give them the chance to speak their minds and be listened to. They will aim to resonate with underserved communities and educate the public by sharing their journeys. As a remembrance, each guest in our conversations will create a piece of our gender-neutral collection.

 

With the Prada Embrace campaign, we will expand our community by inspiring an emotional bond with individuals. In addition, with the chosen influencers and activists, we will reach different consumer psychographics and demographics in order to adjust Prada's traditional consumer base.

 

The ultimate goal is to create an inclusive space where every voice will matter. Furthermore, we will support and advocate for changemakers and organizations that make a significant difference in today's society.

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EMBRACE CONVERSATIONS

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WITH

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Hunter Schafer, an LGBT activist, and actress will be part of our conversation; she will tell her story about being a transgender woman in Hollywood and Fashion world.

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John Legend, a music artist and activist, will join our conversation to tell us about his organization, “Free America,” where he will talk about Black Lives Matter and criminal injustice systems.

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Ashely Graham, a plus-sized model, and a body activist will be part of our conversations to talk and educate us about body inclusivity. Through social media, she wants to bring size acceptance into the mainstream.

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Michaela Cole, an actress, screenwriter, director, producer, and singer, will join our conversation to talk about her journey writing "I May Destroy You,"  to educate our community and raise awareness in regard to sexual violence.

NON-TRADITIONAL STRATEGIES

POP - EVENT

We will have Pop-Events for the Prada Embrace Campaign; they will all take place in different locations worldwide. The chosen cities will be New York, Milan, Hong Kong, and London. These fashion capitals will help us reach a broader consumer base and transmit our main message, the importance of inclusivity and diversity.

 

This Pop event will showcase all of the products of the Prada Embrace Collections so consumers will not only purchase this limited-edition collection but also customize their own. Meaning they will have the possibility to add new phrases to the current products, so everyone can join Prada Embrace conversations, making all of the voices from all over the world be heard.

 

For this event, we will have two different areas, one of them will be dedicated to the Prada Embrace conversation and another for the customization of products. We will have a section full of iPads where consumers can see all of Prada Embrace's discussions in the first section. In the other section, we will have all of the Prada Embrace collection. Consumers will customize and write with different paints and markers their motivational phrases in any product from the collection.

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MURAL

There will be a blank mural where all the customers can draw or write their motivational phrases, anything that inspires them to create a more inclusive and diverse community. After this experience, they can share photos or videos through social media platforms, using the hashtag "EMBRACE YOURSELF".

KPI'S

  • We will measure the foot traffic in the pop event on how many people will be transiting going into the Pop-up.

  • There will be an increase of 15 % on brand tag and hashtag rate.

  • 20% increase in amplification rate, as consumers will post their experiences through their social media platforms.

  • 15% increase in sales in new customers.

SPECIAL GUEST 

To finish the Prada Embrace Conversations, we will select a guest speaker from our audience; the person will be chosen from the submitted requests we received through Prada’s web page.

 

This guest speaker will resonate with our community’s beliefs in inclusivity and diversity by focusing on their gender equality, ethnicity, size inclusion, and mental disabilities. We will give this person the opportunity to share with our community and tell us their journey.

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This conversation will be streamed live in our Pop Event in New York, so any visitors will be able to watch it live and even participate in it at the end by asking questions or talking to the guest speaker.

 

The guest speaker will win social media exposure and will receive the whole Prada Embrace collection. In addition, the winner will be able to write their article about their activist practices, and it will be published in our newsletter and Prada’s webpage.

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KPI'S

  • We will measure how many people show up physically to the event and how many views the conversation has.

  • 15% increase in engagement rate

  • Share of Voice: Relevance should increase by at least 10% in the first weeks.

  • A 10% increase in new visits on social media platforms and web pages are the estimated benefit of the program.

Summary & Next Steps

ESTABLISH CUSTOMER RELATIONSHIPS THAT WILL FOCUS ON AUTHENTICITY

  • The Prada Embrace campaign will focus on reaching new consumers through marketing strategies. In addition, we will advocate inclusivity and diversity by creating social media campaigns where consumers will have the word.

  • We will create a safe space for discussion by bringing the voices of the consumers to the storefront and making them choose Prada because of their values, not because of their products.

MEASURE THE INTERACTION BETWEEN THE CONSUMERS AND THE BRAND IMAGE

  • There will be an increase of 10% in sales after the launch of the Prada Embrace campaign. Influencers and customers will promote the launch of this campaign to make consumers feel identified with the brand and resonate with their values.

  • Using the shoppable links on social media platforms, we will measure and track the increase in sales and visits.

  • The shoppable links through social media platforms will let us know Prada’s potential and current customers.

NURTURE THE RELATIONSHIP ESTABLISHED WITH CONSUMERS BY CONSTANTLY ADAPTING TO THE TIMES

  • There will be an increase of 10% in sales after the launch of the Prada Embrace campaign. Influencers and customers will promote the launch of this campaign to make consumers feel identified with the brand and resonate with their values.

  • Using the shoppable links on social media platforms, we will measure and track the increase in sales and visits.

  • The shoppable links through social media platforms will let us know Prada’s potential and current customers.

Sources

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