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Prada: Haute Couture in the Digital Era
內容大綱
In the 2020s, with the emergence of a variety of digital technologies, Prada Group was interested in developing a new digital strategy. The global leading luxury fashion house headquartered in Milan, Italy, was recognized for its innovation and creativity. It sought a strategy that reflected the values and legacy of the company, while considering the sense of exclusivity that consumers of luxury brands desired. Prada Group was considering a digital strategy involving either the Metaverse or Web3 through the launch of a non-fungible token or by offering branded headsets and other equipment for customers to enter the Metaverse. Both the Metaverse and Web3 were relatively new technology concepts, not commonly known for interacting with luxury fashion brands. The company had to decide if it should explore an opportunity involving the Metaverse or Web3, or if it should instead find a way to remain relevant to customers by pursuing another digital strategy.
學習目標
This case is suitable for courses or modules on strategy, technology, management, information systems, or marketing at the undergraduate or graduate level. After working through the case and assignment questions, students will be able to<ul><li>understand the centrality of design in the fashion industry, in particular, and today’s businesses, in general;</li><li>recognize the importance of social changes, philosophies and ideas, diversity, and leadership in fashion;</li><li>identify the importance of digital strategies in renewing and reinventing incumbent businesses;</li><li>explore the rewards and risks of pursuing potentially disruptive technologies; and</li><li>apply analytical frameworks, including the technology acceptance model and the strategic alignment model, to analyze options and propose recommendations.</li></ul>