Prada Group just revealed that Miu Miu’s sales are up 93% in the first half of 2024, so we’re unpacking why. In the midst of a luxury downturn, Miuccia Prada’s label is dominating fashion due to a variety of different factors, from the fundamentals of its designs to its relationship with the wider fashion world.
Setting the zeitgeist instead of following it
If there’s one thing Miuccia Prada knows, it's how to read the room, and that’s exactly how Miu Miu stays on top of the zeitgeist. Each season, Miu Miu proves its innate understanding of what’s current, timely, and viral by tapping the needs of its demographic.
Pop-ups tailored to its target audience
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From a pop-up in Selfridges where you could pick up a Miu Miu-branded disposable camera to the Miu Miu Literary Club where the brand handed out books written by classic female authors, Miuccia Prada knows how to put on an event her audience will flock to.
Viral pieces that dominate each season
From Miu Miu’s pleated mini skirt to its ballet flats, viral pieces are a feature of the brand’s collections almost every season and that’s no accident. We all remember the marketing for the Miu Miu mini skirt that dominated our feeds for months.
Collaborations that make the brand accessible
Whilst Miuccia Prada serves up a more refined palette at Prada, Miu Miu’s offering is tailored towards a younger demographic, which is why the brand’s more affordable collaborations, like Miu Miu x New Balance, are so valuable.
Campaigns starring familiar faces
Miu Miu’s roster of celebrity brand ambassadors spans from American actress Sydney Sweeney to Thai singer Minnie; however, the brand enlists plenty more familiar faces for its ad campaigns, including Gigi Hadid, Little Simz, Cara Delevingne, and more.
A genuine appreciation for its customers
We know Miu Miu treats its loyal customers right considering that at FW24 it invited Qin Hiulan, a long-time client and fan of Miu Miu, to walk on its runway as part of the show. Its fair to say that Miu Miu values its customer-base.
Featured image via Miu Miu©
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