Luxury fashion brands

Prada brand profile in the U.S.

Americans know Prada, while not many of them have it in their closets. The Italian luxury fashion house is recognized by almost 90 percent of the surveyed luxury fashion owners. However, just one-fifth of them own Prada. The brand's popularity and ownership share is highest among Gen Z. Even though there have been rumors that the Devil Wears Prada, the Italian brand is yet to win over other consumers in the U.S. luxury fashion audience.

Brand KPI profile

A household name, yet a rare gem in American closets

With an impressive awareness rate, Prada is a well-recognized brand among U.S. luxury fashion owners. However, just around a third in this audience find the brand appealing. Even fewer actually own a Prada piece, reflecting the exlusivity of the brand. A media buzz rate around 20 percent indicates that Prada has potential in being the talk of the town in advertising, in the media and on social media.

Generations

Prada is a fashion icon across generations

Prada boasts a high level of brand awareness across all generations, peaking among Generation X and Baby Boomer luxury fashion owners. Its popularity, however, reaches its highest point among Gen Z luxury fashion owners by far, who also score highest in ownership share and brand loyalty for Prada. The brand's media buzz, reflecting its ability to generate conversation and interest, is evenly spread across generations, hovering around the 20 percent mark.

Life values

Love and success wear Prada

According to our data, U.S. Prada luxury fashion owners prioritize success and maintaining a happy relationship,more than other aspects of life. Interestingly, while being successful is more important to Prada owners, non-owners prioritize leading an honest and respectable life more. Safety and security appear to be almost equally important for both groups. In terms of career advancement, Prada owners are notably more driven than non-customers of the brand.

Published December 14, 2023

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