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Essay sample - Miu Miu Advertising and Marketing Technique
Pages 5 (1255 words)
The term fashion applies to a "prevailing mode of expression" ("Wikipedia", 2006). Fashion is a major part of our society today, and the way in which fashion labels advertise, target, and reach their customers is of extreme importance. There is always a specific desired consumer target and focus for each designer, with a varying method of marketing and advertising techniques, dependant on their separate personal characteristics.
In 1998 she opened Miu Miu's first North American boutique, in Los Angeles.
Miu Miu was in fact an addition onto the original Prada line, and was introduced in 1992 as a lower-priced line aimed at a younger audience. "The Miu Miu line, which shares Miuccia Prada's nickname, emphasizes earthy colors and a less haute couture look, evoking an overall more bohemian style." ("Wikpedia", 2006).
Miu Miu is considered to be the youngest and most dynamic line by Prada. It is known for being a much more fun and innovative label and its womenswear is always lovely, making desirable clothes rarely seen before. In its advertising campaigns, waif-like models are used in 'home photo' poses, in order to add onto this bohemian style. And so, named after its creator's nickname, Miu Miu was introduced as "anti-fashion fashion". The label has a habit of globe-trotting and moved its show to the United States for three seasons starting in 1994. It was in fact one of the first of a number of secondary Italian lines to hop over to New York Fashion Week. In 1997, Miu Miu showed in London for one season before returning again to Milan.
Headquartered in Italy with another location in New York, they have a wide range of clothing and acc ...
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