Lorenzo Bertelli, Prada Group’s Head of Marketing and Davide Sesia, President of Prada Japan co Ltd., gave an e-lecture to the IMLux students of MIP Politecnico di Milano, respectively about the Group’s approach to Marketing and the focus on the Japanese luxury market.
Lorenzo Bertelli highlighted how, for marketing strategies “You need to stay true to your identity otherwise the consumer will no longer understand your brand. At the same time, you have to take some risks and let creativity express itself as you will never lead the conversation if your company’s choices will be only marketing driven. Culture and observation of the contemporary are essential to be a creative company reflecting the society’s continuous changes”.
Davide Sesia, President of Prada Japan co Ltd., presented a deep dive in the Japanese luxury market, specifically focusing on the women’s market. His contribution showed how Japanese luxury is driven both by cultural heritage and by society driven roles and how the western concept of luxury should be reinterpreted in light of the Japanese society’s strong identity, ending “In Japan, within the definition of luxury, price is less important than uniqueness and extraordinariness”.
n° 54 - 26 June 2020