Prada and River Island

Prada is an Italian fashion label specialising in luxury goods founded

in 1930 by Mario Prada

River Island is a UK fashion brand. It was set up in 1948 by Bernard Lewis and his brothers in London and remains a private company owned by the Lewis family.

Product Strategies

Prada: “Luxury goods which is eluded by the mission statement which represents a unique synthesis of magic and logic, that stands for quality, authenticity, value and a truly aspirational distinctive American style.”

River Island: High street Fashion. The mission statement appears to change every year, due to market research.

ProductsPrada: Perfumes • Prada for women • Tendre for women• PRADA Amber pour Homme for MenLG Prada mobile phonesIn may 2007, Prada began producing mobile phones with LG electronics. • LG Prada (KE850)• LG Prada II (KF900)• LG Prada 3.0.]

• Shoes• Handbags• Wallets• Clothing• Belts• Accessories• Brief case

River Island: • Shoes/Boots• Bags/Purses• Accessories• Jewellery• Watches• Sunglasses• Gifts/Cosmetics

Promotion

Prada

They use fashion shows, magazine adds, and traveling art gallery ( Waist Down ) to show many of the Prada designs.

River Island

They use TV adds, Billboards, Brochures, and also promotion in store and on their website

River Island

River island set their prices depending on their competitors current rage for the type of product. This will show river island whether they need to meet the target price or go lower.

Prada

Prada uses price strategies that are based on the product itself

Place

Prada

Prada would not sell their things in Primark because it doesn’t fix to their desired image of the product.They would retail their product in House Of Fraser or Cruise where they sell designers.Prada makes sure that they have many stores in areas that are reachable for their customers.And they also have an online website which is easy to use.Even though their shops are reachable there are social status differences.250 Prada stores in 65 Countries.

River Islan

River Island now has a global portfolio of over 300 stores all around the UK, the Republic of Ireland, Russia, the Northern-lands, Poland, Belgium, the Middle East, Ukraine, Georgia, America and Singapore.River Island makes sure that they have many stores in areas that are reachable for their customers.And they also also have an online website which is easy to use.

Conclusion

It is important to have a good market mix to produce profit and achieve the brand’s goals.Our research has identified that River Island spends more money in “P” Promotion in order to make as much profit as they can.Prada on the other hand have maintained a unified and consistent message in how they utilise the 4 “P”s.