Prada was first introduced by Mario Prada in 1913. It mainly emphasize with high quality leather production on handbags, suitcases, shoes and trunks. However, in 1978, when Miuccia Prada took over the company, they had been struggling against competition of Gucci. From it, Miuccia Prada notices they need to change their perspectives in their marketing plan; they need a new appearance product to beat down Gucci. Therefore, she decided to redesign some of Prada’s old favourites with the purpose of remains customer and attract new customer. The Black classic bag sales were successful and help Prada recognised as a symbol of upper class elegance.
By 1990, Prada management noticed that their product range is only suitable for upper class consumer and not middle class customers. From it, they launch a new line product which named “Miu Miu” with the affordable prices to attract middle class customers. They also introduced the Prada Sport line along with men’s line and lingerie. Until today, Prada has many different product line with different appearance design while maintaining their high quality standard.