It has been no secret that Prada’s sales have been falling steadily since 2014 and this year was destined to be no different. However, according to a recent report published by the brand, Prada’s total revenue for the first half of 2018 has increased to $1.8 billion thanks to a 9.7% jump from last year. This is more than what was predicted by analysts who forecasted the income to be $1.5 billion, and the Italian label seems to have inadvertently tapped into a winning recipe for success.
What changed? In a risky move, Prada invested a significant amount into opening a series of new stores in fashionable locations and, in other places, adopting the pop-up shop model. Moreover, it seems that the surge in sales coincides with Prada’s jump into the athleisure trend with sneakers, sportswear and nylon bags being among the most popular items.