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Foundations
The company was started in 1913 by Mario Prada and his brother Martino as a leathergoods shop –
Fratelli Prada (
English: Prada Brothers) – in Milan, Italy.
Initially, the shop sold leather goods and imported English steamer trunks and handbags.
Mario Prada did not believe that women should have a role in
business, and so he prevented female family members from entering into
his company. Ironically, Mario's son harbored no interest in the
business, so it was his daughter Luisa Prada who took the helm of Prada
as his successor, and ran it for almost twenty years. Her own daughter, Miuccia Prada, joined the company in 1970, eventually taking over for her mother in 1978.
Miuccia began making waterproof backpacks out of
Pocone.
She met Patrizio Bertelli in 1977, an Italian who had begun his own
leathergoods business at the age of 17, and he joined the company soon
after. He advised Miuccia—and she followed the advice—on better
decisions for the Prada company. It was his advice to discontinue
importing English goods and to change the existing luggage
Development of Prada
Miuccia inherited the company in 1978 by which time sales were up to
U.S. $450,000. With Bertelli alongside her as business manager, Miuccia
was allowed time to implement her creativity onto design.
She would go on to incorporate her ideas into the house of Prada that would change it.
She released her first set of backpacks and totes in 1979. They were
made out of a tough military spec black nylon that her grandfather had
used as coverings for steamer trunks. Initial success was not instant,
as they were hard to sell due to the lack of advertising and
high-prices, but the lines would go on to become her first commercial
hit.
Next, Miuccia and Bertelli sought out wholesale accounts for the bags
in upscale department stores and boutiques worldwide. In 1983, Prada
opened a second boutique in the centre of the Galleria Vittorio Emanuele
in Milan's shopping heart, on the site of the previous historic "London
House" emporium run by Felice Bellini from 1870 to the 1960s,
reminiscent to the original shop, but with a sleek and modern contrast
to it.
The nextnylon tote. That same year, the house of Prada began
expansion across continental Europe by opening locations in prominent
shopping districts within Florence, Paris, Madrid,
and New York City. A shoe line was also released in 1984. In 1985,
Miuccia released the "classic Prada handbag" that became an overnight
sensation. Although practical and sturdy, its sleek lines and
craftsmanship exuded an offhand aura of luxury that has become the Prada
signature.
In 1987, Miuccia and Bertelli married. Prada launched its women's
ready-to-wear collection in 1989, and the designs came to be known for
their dropped waistlines and narrow belts. Prada's popularity
skyrocketed when the fashion world took notice of its clean lines,
opulent fabrics, and basic colors.
The logo for the label was not as obvious a design element as those on bags from other prominent luxury brands such as Louis Vuitton.
It tried to market its lack of prestigious appeal, including the
apparel, was its image of "anti-status" or "reverse snobbery."
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