Prada: The Science Of Desire - ' Prada Base Case '
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Prada Base Case
Headquarters: Via Andrea Maffei 2, 20135 Milan, Italy
Phone number: 011-39-0254-6701 (from U.S., direct)
Business: Prada designs and sells high-end men's and women's apparel, shoes and accessories. Prada operates about 300 stores worldwide and either owns outright or has a majority interest in fashion houses Church's & Co., Helmut Lang and Jil Sander
Chief Information Officer: Fulvio Grignani
Financials in 2001: Sales, $1.46 billion; earnings before interest and taxes, $119.3 million; net profit, $28.6 million
Challenges: To reinvigorate the Prada brand name; capture market share and "mind-share" in luxury goods retailing; collect better information about customers; improve store results
BASELINE GOALS:
- Perfect new retail concept, known as Epicenter plan. Open Epicenter stores in New York, Beverly Hills, San Francisco and Tokyo
- Improve Prada brand sales, from 2% growth rate in 2001
- Increase Prada directly owned store sales, which dropped 6% in 2001 to $728.4 million
- Reduce debt, from $1.2 billion at the end of 2001
Projects: Customer Service 
