2024/06 Prada – Gestures of Prada
Details:
Prada
Gestures of Prada
Spring-Summer Capsule 2024
Via Monte Napoleone 8, Milan (Women)
Review:
by Peter Hamer
july 15, 2024
Prada’s approach to visual merchandising through their lightbox strategy since November 2020 marks a significant step towards sustainability in the retail industry. This strategy allows for a reduction in material usage, cutting down the substantial waste associated with traditional window displays, where approximately 95% of materials end up in landfills. This shift is essential in aligning visual merchandising practices with broader sustainability efforts.
One of the key advantages of the lightbox strategy is its flexibility and efficiency. It provides opportunities for quick turnarounds, enabling more frequent updates and greater creativity in displays without the usual hassle. The displays can be locally printed, leading to shorter lead times and faster alignment with any communication strategy. This adaptability not only supports sustainability goals but also enhances the brand’s ability to stay relevant and responsive to market trends and customer expectations.
Traditionally, visual merchandising strategies have followed the unwritten rule of changing concepts five to six times a year, often without clear reasoning. This practice is usually driven by the assumption that frequent changes are necessary because other companies do so. However, visual merchandising should be a selling tool tailored to fit and support a brand’s corporate and sales strategy. Prada’s sustainable approach exemplifies how aligning visual merchandising with these broader strategies can be both effective and environmentally responsible.
Prada’s strategic communication efforts also play a crucial role in reducing the pressure on window displays to attract customers. The brand’s strong reputation ensures that customers are drawn to Prada stores with clear expectations. They know what they’re going to find—luxurious items marked by the iconic triangle logo—and they anticipate the style and relevance of Prada products. This pre-existing attraction diminishes the need for constantly changing displays, allowing Prada to maintain a consistent, sustainable approach.
In many retail environments, there is an undue emphasis on the effectiveness of displays to drive traffic, often leading to frequent changes without measurable results. While display effectiveness is important, it should be strategically assessed. In my book on visual merchandising, I explain how every display can be successful if executed with a clear understanding of its purpose. Prada’s approach demonstrates this understanding, reflecting a deep alignment with their brand and customer base.
In summary, Prada’s lightbox strategy and overall approach to visual merchandising showcase how sustainability and strategic communication can go hand in hand. This method not only reduces environmental impact but also ensures that visual merchandising serves its true purpose—reinforcing the brand’s corporate and sales strategies. Prada’s innovative and responsible approach sets a new standard in the industry, demonstrating that they know exactly what they’re doing.
