Get more on the expansion of Prada online…
This is Prada’s first foray selling its main collection online.
According to WWD, Mytheresa will carry Prada’s ready-to-wear, shoes and accessories from fall 2016, beginning July 15. The price range is 130 euros, or $144, for tights or socks to 11,190 euros, or $12,425, for a coat.
The e-tailer’s president Michael Kliger explains:
“This is a great milestone for our relationship with Prada which dates back to the very beginnings of Mytheresa.com some 25 years ago.”
“Prada is an amazing brand and so it is also a major milestone for the digital sector. We are honored to be one of only two online shops chosen to be the first ones to sell ready-to-wear, shoes, bags and accessories online. We pay extreme attention to always represent the true DNA of a brand and to tell its story on our site while approaching it with the Mytheresa.com style and edit. With a brand like Prada, that is a significant challenge, which we were delighted to take on.”
To coincide with the launch, the retailer will do an ad campaign focusing on the Prada fall collection. Shot by photographer Hordur Ingason at the Aman Venice hotel, the brand will release eight images and a video from the shoot directed by Jim Gramming, which will be promoted on its site and social media channels.
Are you a Prada lover?