PRADA SS11 BEIJING SHOW /

JAN '11

RECONSTITUTING A BRAND IDENTITY TO ACCOMMODATE THE DEMANDS OF CHANGING CONSUMER MARKETS;  A SHIFT IN GLOBAL ECONOMIC POWER PRODUCING THE RETHINKING (AND REDESIGN) OF CONTEMPORARY EUROCENTRED FASHION SYSTEMS. 

A YEAR AFTER THE SINO-GENERATED CAMPAIGN VISUALS OF SS10, PRADA RETURN TO CHINA TO CEMENT THEIR RETAIL PRESENCE BY RE-STAGING A LOOSE CONSOLIDATION OF THEIR SS11 MENS  & WOMENS READY-T0-WEAR COLLECTIONS, WITH THE ADDITION OF SEVERAL PIECES EXCLUSIVE TO THE BEIJING SHOW.  2010 ALSO SAW THE WELL-DUE BREAKTHROUGH AND INTERNATIONAL SUCCESS OF A SURGE OF ASIAN MODELS, MOST OF WHOM APPEAR IN THE RE-STAGED SHOW, REFLECTING THE CONTINUED COMMITMENT OF THE BRAND TO ADAPT AND TRANSLATE ITS SINGULAR VISION TO THE TRANSFORMING MAKE-UP OF GLOBAL CONSUMER IDENTITY.    

THIS ALSO FOLLOWS A RECORD 31% SURGE IN REVENUE FOR THE PRADA GROUP LAST YEAR, DEFYING THE PESSIMISTIC PROJECTIONS OF ANALYSTS DURING RECESSION  AND THE "WORST ECONOMIC SLUMP IN DECADES" FOR THE LUXURY GOODS SECTOR (HULMES [REUTERS], 2011).  HAVING GIVEN THE ALL-CLEAR FOR AN INITIAL PUBLIC OFFERING ON THE HONG-KONG MARKET SET FOR JUNE/JULY THIS YEAR, THE PRADA GROUP WILL BE LISTING APPROXIMATELY 15-20% OF THE GROUP ON THE HONG KONG STOCK EXCHANGE (JUCCA [REUTERS], FEB 2011) - ENTICING A TREND (IN TRUE PRADA FASHION) AMONG INTERNATIONAL INVESTORS TO FLOCK TO HONG KONG RATHER THAN NEW YORK, LONDON OR MILAN TO LIST PUBLIC SHARES (COOKSON [FINANCIAL TIMES], FEB 2011).