What was the story with Caranda? It all started with PRADA.
PRADA was founded in 1913 in Milan by Mario Prada. It offered men's and women's clothing, leather goods, footwear, eyewear, and perfumes, as well as tailor-made services. The brand was firmly established in the Fortune 500 and was a leader in fashion trends.
However, after more than a century of development, PRADA had encountered a growth bottleneck and was being overtaken by many up-and-comers. The top executives were desperate for a breakthrough, so they established a new brand under PRADA's existing resources: Caranda!
Caranda was positioned to be even more upscale—the luxury of luxuries! It represented a more prestigious identity and had an even broader future ahead. But since Caranda was just entering the domestic market, it wasn't yet well-known. To put it plainly, the market hadn't been cracked open yet.
