Instructions Case Study: Does the Devil really wear Prada? In your own words of more than 350, please discuss who and what Prada is and the difficulties with Prada expansion. Remember - no cut and paste! No plagiarism! Since Mario Prada opened a small store in Galleria Vittorio Emanuele Il in Milan selling leather bags, beauty cases and accessories, the Prada brand has become synonymous with style and elegance. In the space of less than 100 years, the company has been transformed from a family-run, one-store operation into one of the world's leading producers and retailers of luxury goods and haute couture. Highlights: Prada has continually evolved its fashion lines to keep up with and often even set the latest fashion trends. Prada has also very successfully expanded its offering to include leather goods, footwear, eyewear, fragrances and ready-to-wear clothing for men and women. The company has embarked on an ambitious program of global expansion, turning it from an exclusively Italian operation into a company that has stores on three continents. This has given the fashion house a strong foothold in several markets. The company has successfully acquired and integrated the British men's shoe brand Church's and Italian shoe manufacturer Car Shoe into the Prada Group. Prada established the high fashion brand Miu Miu aimed at attracting a younger, more avant-garde female clientele. Your key questions answered How has Prada used acquisitions to grow into a leading player in the gloabl luxury goods market? How successful has the company been in rivalling PPR and LVMH