Prada: High Fashion, High Tech

The world-renowned fashion trendsetter and icon has been previously famous for the brand’s luxurious and coveted chic creations. As of 2002, Prada has most recently stepped into a new realm of innovation. Equipped with video monitors, RFID tags, handheld computers and touch-screen displays, Prada is attempting to recreate a most inventive and insightful retail environment. This environment will provide a unique experience that customers have yet to experience in any other store atmosphere. The creation of this environment has alternative motives to up-sell customers and monitor stock, yet the focus of this innovation is to create an experience of ultimate customer service.

According to the article, “Learning from Prada,” the store environment is being altered dramatically in order to reinvigorate the Prada brand. I believe that Prada’s efforts will prove to show the dynamic, innovative and first-mover characteristics of the brand. I feel that other companies, brands or retailers can capitalize on this technology to change and successfully redefine a brand image. Older brand names with more of a “grandfather” image can utilize these strategies to refresh and re-communicate a desire to serve a clientele. I feel that many service oriented organizations will be able to successfully use these technologies.

For example, many restaurants will have repeat visitors. By tracking their clients via a convenience or customer-loyalty cards, similar to the card used by the Prada stores, a restaurant could keep track of past orders, drink information and customer favorites including allergies or taste preferences. Additionally, through the collection of this data, the restaurant could use this information to create and update menus or specials to enhance the customer experience while dining at the restaurant. Based on the Prada model, businesses would be able to, “spend more time attending personally to a customer” (www.ideo.com).

Prada’s brand is extremely distinct in its luxurious, exclusive and high class image. This image that the organization has created, must only be supported by the highest and finest of technology to be consistent and not miscommunicate the branding to Prada’s customers. As Prada hopes to reach high class, trendsetting customers, this technology would excite a shopper and hopefully generate greater customer loyalty and repeat purchase. If used successfully, a Prada customer would walk away from the shop feeling extremely taken care of in a near-celebrity-like manner. With the cost of Prada items, it would be an expectation of customers to receive an extremely high level of service. Additionally, it would be important for the level of technology to be properly aligned with a enthusiastic, knowledgeable, yet non-obtrusive staff.

Overall, I feel that Prada’s attempts are ambitions yet have room for refinement and improved implementation. The articles mention that though sales representatives were highly trained in many of the technological devices, the handheld technology was sparsely utilized. Ideally, if utilized and successfully integrated into the complete branding of Prada, these technologies could significantly enhance the customer experience for shoppers.

http://www.ideo.com/case_studies/prada.asp?x=1
Learning from Prada. RFID Journal. 24 June 2002.