Watching Where You Step: Prada

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Watching Where You StepPrada

• By Ashley Nosal

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What is Prada?

• Created in 1913 by Mario Prada
• sold handbags, shoes, trunks, and suitcases
  though two boutiques in Milan
• concentrated on leather accessories and
  waterproof handbags
• In 1978, Marios daughter, Miuccia Prada took
  over
• In 1985, unveiled the classic Prada handbag a
  simple, sleek, black nylon bag that became an
  overnight sensation

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What is Prada? Cont.

• In 1989 Prada revealed its new collection, with
  elegant, simple pieces featuring clean lines,
  luxurious fabrics, and basic colors
• By the 1990s, Prada was known for smart,
  sophisticated, and extremely high quality pieces.
  
• Used luxurious fabrics and simple styles, mostly
  in blacks, browns, grays, greens, and creams
• Became Pradas signature look
• The apparel was sexy and spoke of confidence
  without revealing too much skin

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Pradas Problems

• Created IT epicenter store in Manhattan and
  debuted in December 2001
• Spent 40 million on epicenter
• Designed by Rem Koolhaas
• Promised radically new shopping experience
• Problems
• Hordes of tourists
• Neglected technology

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Pradas Technology Troubles

• Fickle fitting rooms doors that turn from clear
  to opaque confuse shoppers and frequently fail to
  open on cue
• also many people never understood pedals to
  change doors, and started changing in full-view
• not so much a problem anymore, employees keep
  fitting rooms opaque all the time
• Failed RFID touch screens meant to spring to
  life when items are placed on RFID closets are
  often blank
• Supposed to link to inventory system, let
  customers know if certain items were in stock

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Pradas Technology TroublesCont.

• Pointless PDAs Salesclerks let the handheld
  devices gather dust instead check stockroom for
  inventory
• Neglected network A lag between sales and
  inventory systems makes the wireless network
  nearly irrelevant
• Supposed to display real-time inventory

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Case Question 1

• Explain how Prada was anticipating using its
  wireless network to help its store operate more
  efficiently. What prevented the system from
  working correctly?
• Anticipated Uses
• Not having employees check stockroom for
  merchandise
• Offer better customer service
• Keep inventory records more up-to-date
• Minimize Cost of Lost Sales
• Problems with System
• Lag between sales and inventory
• Large crowds drawn to high-tech store
• Didnt allow employees to assist customers with
  PDAs
• A lot of the technology didnt work as it was
  designed to
• RFID closets and dressing room doors

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Case Question 2

• What could Prada have done to help its employees
  embrace the wireless network?
• Offer more extensive training on how the
  technology works
• Make sure the technology is fully functional
  before put into stores for use
• Utilize change agents
• Change agents somebody or something that brings
  about, or helps to bring about, change

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Case Question 3

• Would Prada have experienced the same issues if
  it had used a wire (guided) network instead of a
  wireless (unguided) network?
• No, a wire network is on a narrow path and
  therefore, will behave predictably
• No fear of weak signal with wire networks like in
  wireless networks

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Case Question 4

• What security issues would Prada need to be aware
  of concerning its wireless network?
• Intrusions
• Can be by accident or on purpose
• IT personnel might overlook PDAs as access point
• Need to be protected against hackers
• Viruses and Worms

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Case Question 5

• What should Prada do differently when designing
  its fourth store to ensure its success?
• Make sure technology works right!!!
• If all bugs not worked out, dont use it
• Dont use technology for sake of technology
• Make sure enhances shopping experience
• Adds efficiency to business
• Make sure ALL employees are adequately trained in
  how to use new technology

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Current Information

• Prada launches the primitive bags, must-touch
  bags with a modern edge (fashion and runway)
• Echoes the primitive and classic sexuality of the
  spring/summer clothing collection
• collection that returns to basic to pure
  tactility and feeling
• Prada partnering with LG to create a stylish
  mobile phone (Businessweek)
• Provide LG with insight to luxury goods market
• Also coming out with upgrade
• LG Prada II phone

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Current InformationCont.

• The Iconoclasts (fashion and runway)
• Four iconic fashion editors re-dress Prada
  stores and offerings
• take over the visual identity of Prada stores in
  four fashion capitals for the forthcoming
  autumn/winter collections

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Questions
?
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Works Cited

• Change Agents. 2009. MSN Encarta. 16 Feb.
  2009. http//encarta.msn.com/dictionary_561538393
  /change_agent.html
• Choi, Min-Kyu, et. al. Wireless Network
  Security Vulnerabilities, Threats, and
  Countermeasures. July 2008. The Journal of
  Multimedia and Ubiquitous Engineering. 16 Feb.
  2009. http//www.sersc.org/journals/IJMUE/vol3_no
  3_2008/8.pdf
• Prada Launches The Primitive Bags. 16. Feb.
  2009. Fashion and Runway.
• 16. Feb. 2009. http//www.fashionandrunway.com/fa
  shion/article.cfm?id11486
• Prada Presents The Iconoclasts. 10 Feb. 2009.
• Fashion and Runway.16. Feb. 2009.
• http//www.fashionandrunway.com/fashion/news.cfm
  ?id12673

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Works CitedCont.

• Stewart, Anne. Wireless Networking Hazards to
  Avoid. 2008. Inc. Technology. 16. Feb. 2009.
  http//technology.inc.com/networking/articles/200
  703/wireless.html
• Solomon, Sol. Prada in LG Phone Makes for
  Stylish Tech. 9 Feb. 2009. Businessweek. 16
  Feb. 2009. http//www.businessweek.com/globalbiz/
  content/feb2009/gb2009029_3 26021.htm?chantopnew
  s_topnewsindex-temp_globalbusiness
• The History of Prada. 2000. The Louis Vuitton
  Company.
• 15 Feb. 2009. http//www.nvo.com/louisvuitton/th
  e
• historyofprada/