Miumiu Essay Example | Topics and Well Written Essays - 2250 words

Miumiu - Essay Example The portfolio of products of this brand includes Apparel, Jewellery, Accessories including eyewear, Bags and shoes though the main focus is on apparel. The collections portray the strong and autonomous identity it has created for itself (Jackson and Shaw, 2006, p.69). The brand aims at evoking a lavish sense of intimacy and liberty with an attention to intricacies and superior quality. The brand targets those women who would explore and experiment with their choices in fashion. Thus liberty, freedom and autonomy are the key words that drive their business. Miu Miu had the opening fashion show in Paris in 2006. In 2011, it also started retailing its products online. The concept in which the Miu Miu boutiques were designed had a liberty aspect to it in the most dramatic way possible and a combination of archetypal material and futuristic facets were incorporated in the style to highlight the unfailing courage of the modern opulence and sensuality in the style of Miu Miu (Tungate, 2012, p.192). The flagship store was also shifted to a building of historic relevance in Milan, in order to incorporate this taste and the fashion shows were conducted in Paris rather than Milan which the brand believed went better with the image of the brand. The uniqueness was maintained also by eliminating men from their target of customers. In its efforts to promote the brand in times of recession, the brand launched â€Å"The Women’s Tales† a project in which five prestigious women film directors were asked to shoot silent films which would have a focus on the Miu Miu line of clothing and accessories and the first four were screened at the Venice International Film Festival. The fifth one is on the making. The theme around which the brand revolves is ultra modernity, style and luxury (Liu, 2010, p.47). The products are designed by the specialists after thoughtful observation of the recent developments around the world, the changing society and shifting cultures. Thus t he brand has moved out of the limitations of the showrooms and boutiques in order to interact with the rest of the world full of diversity. All these have led the family business to a becoming a successful fashion brand operating in more than 70 nations. History of the parent company: the Prada Group The Brand Prada came into existence in 1913, when Mario Prada set up a store selling luxury items including bags and jewellery in Milan. The goods were handmade and exclusively designed with materials of first class quality. Immediately the brand became a status symbol for the aristocratic population of Europe. In 1919, the brand started supplying merchandise to the Italian Royal Family (Prada, 2012, p.5). In 1977, the granddaughter of the originator, Miuccia Prada, restructured the brand with Patrizio Bertelli, a Tuscan businessman, and sustained the business in a new way. Over the years, opened stores in various other places and met success. The brand still targeted the elite of the s ociety and produced apparel, shoes and other accessories. The brand Miu Miu was the brainchild of Miuccia Prada who started this new brand as a form of diversification strategy targeting the ultramodern women. Employee Creativity and Innovation in MIU MIU The distinctive feature of Miu Miu comes from the typical process of management