Martino

Strategic Concepts & Mechanics

Operating PrincipleUseful as Luxury's Secret Core

Signature MoveCouple as Creative Collision Engine

Cornerstone MoveBirth a Rebel Brand to Free the Mother Ship

Cornerstone MoveNylon Backpack as Trojan Horse

Strategic PatternMaterial Obsession from Saffiano to Nylon

Competitive AdvantageDisturbing Concepts as Competitive Moat

Capital StrategyNever-Sell-the-Bicycle Independence Doctrine

Risk DoctrineSuccession as Company's Existential Test

Signature MoveIce-White Lab Coats on Craftsmen

Cornerstone MoveEvery Bag Through the Founder's Hands

Signature MoveSmash-the-Headlights Patriarch Intensity

Signature MoveArchive Bags from 1914 Still Scandalizing

Cornerstone MoveRoyal Warrant to Runway Outsider

Signature MoveFoundation as Mind Food Not Brand Decoration

Identity & CultureGrandfather's Transgression in the Archive

Primary Evidence

""Everything moves, everything runs, everything spins quickly. A figure is never stable before us, but appears and disappears incessantly," reads the Futurism Manifesto that captures the spirit of the times, the Zeitgeist in which two brothers, Mario and Martino, open a shop destined to make history: Fratelli Prada."

Source:Prada: A Family Story (translated)

"While Arturo Toscanini returns to La Scala with a concert that attests to the desire to start again, the collapsed walls on the monumental entrance arches of Mengoni's opera are being rebuilt. Underneath, Mario and Martino try to restart with a store that they try to adapt to new needs: luxury, exotic leathers, and fine silverware are not the priority, functional suitcases and "useful" objects are needed, a word that will become dear to their niece, Miuccia."

Source:Prada: A Family Story (translated)

Appears In Volumes

Prada: A Family Story (translated)