Chapter 1226： the queen who wears prada

"The Devil Wears Prada" shows the audience the charm of every Prada garment and accessory in a dizzying change of scenes.

After two weeks of release, the movie box office achieved unexpected results in the cracks of the summer season.

It is incomparable with epoch-making commercial blockbusters such as "Pirates Alliance 3" and "Avengers", but it is much better than some other works of the same period. The box office performance is an example. Columbia Pictures' "Remote for Life", Paramount's "Crazy Father", and Warner's "Unreachable Lover" are not as good as "The Queen Wearing Pula".

The success of the film has enabled Prada to successfully use the film to connect the brand's fashion and personality just right, closely connecting the brand's connotation with fashionable women in the workplace, and resonating with consumers.

Prada is a group company, in addition to the core main brand "Prada", there are other fashion brands.

Before New Universal acquired Prada, the company's internal management... was somewhat chaotic, and internal fights often occurred. The lack of synergy between different brands led to a certain degree of internal competition, waste of resources, and damage to its own brand image.

After Tang En entered the fashion circle, he sent Andrew Mooney, an American, to manage Prada, and he quickly straightened out the relationship between its various brands, thus forming an overall advantage.

In the Prada Group, Prada is the main brand and the core brand. In addition, Miaomiao is a second-tier brand and a sub-brand, and FENDI is a third-tier brand. Each brand has different market segments and brand images, which can meet different levels of consumer needs.

In terms of market operation, there is a huge gap between Europe and the United States, especially for established family businesses.

After New Universal took over Prada, it immediately carried out a series of market-oriented operational reforms for Prada, abandoning many of the inherent problems of family businesses, and it took less than two years to achieve immediate results.

The current inventory turnover rate of Prada Group is significantly higher than that of Hermes and Armani. The total asset turnover rate is also much better than the average level of the luxury goods industry.

Coupled with "The Queen Wearing Prada" as a leavening agent, this legendary Italian brand will quickly expand its product popularity in a short period of time!

In developed countries in Europe and the United States, Prada's reputation is no less than Hermes and LV, but in some third world countries and developing countries, Prada's reputation is much smaller.

Especially the Asian market!

The current Asian market is a battleground for the luxury industry!

China, Japan, South Korea, Hong Kong, Macao, Taiwan, Singapore, Malaysia and Thailand are all consumer kingdoms of luxury goods.

The sound of Prada's last "Da" is the same as the ending of many words in Japanese and Korean entertainment. It sounds like a local brand, which makes Prada popular in Korea and Japan.

This is an advantage, and we must continue to develop it. At the same time, we must continue to deepen our influence!

This is Prada's new summer exhibition that Dun attended. There were many important guests, including the creative team of "The Queen Wears Prada" and Prada's executives.

In the dressing room backstage, Dunn and Gemma Ward were busy for more than an hour before they came to an end.

Dunn is very satisfied.

After finishing his clothes, Tang En said casually, "Do I need to give you a check?"

Gemma Ward was bending over to straighten her soiled skirt. Hearing this, she couldn't help but startled. She looked up at him, a little annoyed: "Are you all like this? I'm not that kind of woman..."

"Nothing else, don't think about it." Dunn interrupted her quickly, "I'll give you a check for $100,000 if you want it. It doesn't matter if you don't want it. I'll ask you what you think, After all, we don't know enough."

"100,000?"

Gemma Ward blinked a few times and was stunned.

She participated in the Prada summer show and did not have $100,000 after tax.

"How about them?"

"Who?"

"Those women who have had close relationships with you in the past, will they also take money from you?"

Tang En buttoned the last shirt and said casually: "Yes, after all, this is not a small sum. Everyone takes what they need, and future dates will be more harmonious."

Gemma Ward bit her lip and took a deep breath, "That's good! Give it to me!"

Dunn glanced at her with a smile, then took out a VIP check from Bank of America from the lining of his suit jacket, wrote down the amount of $100,000, and handed it over.

Gemma Ward twitched the corners of her mouth, took the check, lowered her head and said softly, "I've never seen such a high-end check. Is it expensive?"

"Free delivery."

Dunn waved his hand, opened the door of the dressing room, walked out, and saw that Anne Hathaway was still standing outside the door.

Seeing Dunn come out, Anne Hathaway pursed her lips and said with a smile, "Is it done?"

Tang En gave a light "um", "I heard a voice just now that someone was looking for me?"

Anne Hathaway said, "It's Mr. Mooney. He seems to have some work to do with you. I told him you were working. If he couldn't find time, he went to the lounge over there and waited."

"Okay, go and help Jiama clean up, I'll take a look."

Dunn waved his hand and walked to the lounge in the other direction.

When they got there, they found five or six people.

The leader was Andrew Mooney, an executive dug from Disney by Dunn.

Andrew Mooney hurriedly stood up and introduced the assistants to Dunn one by one. They were all Prada executives, including creative directors, marketing directors, marketing directors and so on.

The fashion industry is in charge of Robert Iger. Dunn does not usually pay attention to this field, and there are not many opportunities to report to Dunn.

Andrew Mooney quickly got his hands on him and talked to Dunn about Prada's next development strategy.

In addition to excellence in process design and workmanship, marketing is very important!

In the luxury market, 90% of the profits are attributed to marketing.

A $50,000 bag might cost only $100.

Andrew Mooney introduced, saying that Prada will focus on brand image and set up retail in high-end luxury places.

Prada's specialty store should integrate the architectural style of the shopping mall, the surrounding consumption environment, the quality of hotels and streets, the size of the store and other factors to create the best brand specialty store!

Through careful and unique site selection and beautiful store design, the Prada store will become a landmark of the city!

Gorgeous stores can make Prada famous, and will greatly enhance the brand image of Prada.

Tang En was absent-minded when he heard the above statement.

He was too lazy to pay attention to this trivial matter.

But then Andrew Mooney's proposal made Dunn's eyes widen.

"The Asian consumer market is the future of luxury goods. Fortunately, Prada has occupied most of the Korean and Japanese markets, and also has good sales in Hong Kong, Macau, Singapore, and Malaysia. We need to further consolidate our market position. So I think, we can Further expand cross-border marketing.”

"The Queen Wears Prada" is Prada's cross-border marketing to the entertainment industry.

Now the movie is selling well and is well received, and the cross-border marketing between Prada and the entertainment industry has achieved great success.

"Which aspect?"

"cell phone."

Tang En widened his eyes and was a little surprised, "Mobile phone?"

Andrew Mooney said: "According to our market analysis and social survey, the consumption enthusiasm for luxury mobile phones in the Asia-Pacific market and the favorable impression of Asian customers for luxury mobile phones with brand logo and intuitive features, we might as well find a mobile phone manufacturer. cooperating."

In short, the pursuit of brands by Asians is far greater than the pursuit of products.

LV's logo is big and conspicuous, so it can become the largest luxury brand in Asia. And some traditional European luxury brands with introverted brand logos often sell very poorly. If you can't see the brand logo, who knows you're using luxury goods?

Luxuries are used for face, and face is to be seen clearly by others.

It is now 2006, and Dunn quickly thought of the future world of smart phones and the division of the market between ios and Android.

Apple's mobile phone is definitely not good, and it is impossible to add another unrelated brand suffix to the iPhone.

"Is there a plan?"

"We have two targets, one is LG and the other is Sony."

Since it is aimed at the Asian market, we must choose an Asian mobile phone brand.

Dunn frowned, "Not so good!"

LG's influence is not big enough, Sony...Sony's mobile phone brand is Sony Ericsson, and if it cooperates with Prada again... it would be "Sony Ericsson Prada", such a long brand name can make people's eyes dizzy, obviously Neither.

Andrew Mooney said: "Samsung is naturally the best choice, but Samsung is strong and has a lot of requirements, so we can't talk about a very good cooperation plan. In fact, in my opinion, LG is very good, LGPRADA, it seems to be smooth Upscale."

Dunn was not satisfied with this.

Prada is a luxury brand.

A mobile phone with the suffix "PRADA" will definitely be very expensive in terms of price. But LG's brand... really can't support the high price.

After thinking for a while, Tang En said: "Well, the idea of ​​cross-border marketing is right, but you can't be in a hurry. In the short term, you can continue to cooperate with Hollywood to engage in cross-border marketing in the entertainment industry. "The Queen Wears Prada" is just the beginning, while It's not the end. As for the cooperation with mobile phone manufacturers you said... don't worry, wait and see."

Let's wait until the smartphone appears.

In the early days of smartphones, HTC was the trump card of the Android system, which was also an Asian brand and had a more direct partnership with Google.

Andrew Mooney immediately caught the point of Dunn's words, "After "The Devil Wears Prada"... will there be other crossover marketing?"

"Probably."

Dunn gave a vague answer.

The novel "The Devil Wears Prada" is a book written by female author Lauren Weisberg four years ago, and it became very popular. However, such bestsellers are all time-sensitive, and after a period of time, the popularity will weaken.

Now, with the release of the movie, the book is on fire again, reaching #8 on the New York Times bestseller list! It's the top-ranked old book!

Coupled with the adaptation clause, Lauren Weisberg can enjoy a 6.5% profit share from the movie "The Devil Wears Prada". According to the current situation, the queen of "The Devil Wears Prada" can earn 50 million US dollars at the box office and another 50 million US dollars in related accessories.

Lauren Weisberg could make at least $10 million with this film, including the cost of adaptation, screenwriting, and consultants!

This is much more money than she earns by writing books honestly!

What's more, the movie has huge influence and fame, which has brought her great fame personally.

After enjoying the benefits of the movie, Lauren Weisberg was moved.

A few days ago, she had contacted Rose Pictures and said that she was already thinking about the sequel novel "The Devil Wears Prada 2: Revenge".

In the first movie, the heroine was oppressed by the fashion queen's domineering, miserable and helpless, and was finally forced to leave the industry. In the sequel, she will return to the fashion world and instead launch a battle of revenge!

According to the plot of the characters in the movie, Anne Hathaway made a comeback and defeated the big devil Meryl Streep.

Of course, this is a very good idea, and it is worth looking forward to.

And there are hugely successful debut works, sequel novels and sequel movies, and it's not too bad.

The point is... Meryl Streep never did a sequel!

She is a bit like Marlon Brando back then. In any case, she will not repeat a role.

That is to say, even if the novel "The Devil Wears Prada 2: Revenge" is written, the movie is approved, and the actors' problems are not easy to solve, Meryl Streep will not be in the role, and Anne Hathaway will naturally Won't be back on set.

The only viable option...is to restart.

Change the team Remake "The Queen Wears Prada 1" and "The Queen Wears Prada 2" again.

But in Hollywood, the remake of a movie is usually put on hold for a long time, at least ten years.

The film industry can't be in a hurry, but the fashion industry can't wait.

The fashion industry is changing, and there are three styles a day.

Ten years later, I don't know what it will be like.

Prada also wants to take advantage of the fire of "The Queen Wears Prada" and continue to play a big game in cross-border marketing.

It really doesn't work, let's make a TV show!

When Rose Pictures and Twentieth Century Fox competed for the copyright of the book, they won because the adaptation plan proposed by Rose Pictures was a movie, while the adaptation plan of Twentieth Century Fox was a TV series.

In terms of the complexity of mistakes in the fashion industry and the story of "The Queen Wears Prada", it seems more appropriate to adapt it into a TV series.

There is a lot of content in the film, which reflects most of the topics that white-collar workers care about, such as: first-time career choice, career struggle, career and family, personal image improvement, and even the hidden relationship between weight loss and career.

Every young person and every female audience can find their own shadow in the film, and find the shadow of their own boss, which resonates strongly with fashion circles and young female white-collar workers.

With such a rich storyline, TV shows have more room for expression.

It really doesn't work, let's make a TV version!