Prada experiments with in-store pre-orders
Prada opened on 30 April a Fall/Winter 2016 pop up installation at its Soho store on 575 Broadway. The Pradavision installation consists of 20 women’s looks on mannequins and a selection of men’s outfits all available for pre-order this week. The installation also features wallpaper with illustrations by artist Christophe Chemin whose illustrations were used in the Prada fall collection and 50 video monitors installed on the stairs that show content from the fall fashion show itself and from collaborators, Willy Vanderperre, AMO and 2×4.
The Italian luxury fashion house usually holds presales twice a year for its top clients at its Madison Avenue store in New York City. While clients are allowed to try on merchandise at the presales, the Pradavision pop up does not give that option because there are no samples available.
The presale pop up installation is part of Prada’s increased attention to the customer experience, which was highlighted as a top priority for the company in its 2015 financial results.
The Pradavision installation is exclusive to the SoHo store and will remain through the week.