- Kristopher Fraser |
Prada is diving head first into the world of e-commerce by launching with Net-a-porter, Mr Porter, and Mytheresa.com. This makes Prada part of the domino effect luxury brands have been engaging in where they have finally bowed to joining the world of e-commerce.
Beginning July 15, Net-a-porter will launch its edit of Prada's pre-fall and fall runway pieces as well as bags, shoes, and leather goods. The rollout on Net-a-porter will take place the same day as the rollout on Mytheresa.com, where the brand's fall ready-to-wear will be sold.
Prada enters the world of e-commerce
“Prada is the ultimate brand every store wants to sell, but only few can, and we’re honored to be one of them,” said Federico Marchetti, chief executive officer of Yoox Net-a-porter Group, in a statement. “It opens a whole new online chapter for both groups.”
Net-a-porter has a history of getting luxury brands to finally give in to doing e-commerce. They were the first site Chanel did an e-commerce endeavor with when the brand did a jewelry capsule collection called Coco Crush.
The company is hoping to build a longterm relationship with Prada.
On September 6, Mr Porter will begin stocking Prada, with pieces including tailored goods, footwear, sportswear, and accessories.
The entrance into the world of e-commerce will hopefully help Prada's business, as they have been struggling. In April, Fashionista.com reported that Prada saw their lowest profits in five years. In 2015 sales declined eight percent, and profit declined 27 percent.
photo via Prada website