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by Liz Fell

on Apr 17

In the spotlight: Prada

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“If you are not in fashion, you are nobody.” An extreme view on social order perhaps, but when British statesman and diplomat Lord Chesterfield spoke these words in the 17th century it was indicative of the allure fashion holds for society, an allure that is yet to fade three centuries later. The fashion industry is big business. From chain stores via small independent designers to the venerable old fashion houses of Italy and France, there is a wealth of options on the market to suit all budgets and tastes. But no prizes for guessing where the real cachet is. While fashion names like Chanel, Armani, Versace and Yves Saint Laurent may command a relatively small portion of the market, it is an affluent segment that is willing to pay top dollar for that exclusivity, and the trends that strut the catwalks of Paris and Milan exert an influence that ripples down to chain stores worldwide.

One such premier fashion house is Milan’s Prada. Established in 1913 by Mario Prada as a leather goods business, the label really took off once granddaughter Miuccia Prada stepped in as head designer in 1978. Expanding the label into couture, she quickly became known for the clean, simple lines and distinctly bohemian feel that set her apart from some of the more elaborate designers – her garments being described by fashion critics as “a uniform for the slightly disenfranchised”. Now, with her label considered to be one of the most desirable in the market, and sub-brands including the hugely successful Miu Miu, the Prada name inspires lust worldwide among models, celebrities, socialites and the fashion-conscious.

In December 2006, Melinda O’Rourke was appointed country manager of Prada Australia and New Zealand, taking charge of the growth and expansion of the brand in the local region. This is not surprising; in a business sense Melinda comes with a sterling fashion industry pedigree. This latest appointment is but the next step for someone who has spent the last 17 years honing her management and marketing skills in a variety of roles, within both Australian and international prestige brands. In a résumé that reads like a dream come true for someone who, in her own words, “just loves fashion”, she has spent time as a divisional manager at Lovable lingerie, followed by a stint as manager at Yves Saint Laurent Couture in Australia, and finally as general manager of Chanel’s Fashion Division in Australia and New Zealand (during her tenure, the company achieved phenomenal growth of over 200 percent). Now, as one of the youngest luxury brand managers in the country, she is turning her attention to Prada.

This is no small task in a highly competitive market, and the country manager’s role at Prada is fairly all-encompassing, covering finance to retail operations to product advertising and marketing. As O’Rourke explains her duties: “I am ultimately responsible for the running of the business, the profit of the business, making sure we actually have the right staff in the stores to service our clients, which are absolutely number one, and making sure we have the right product.” She also sees public relations as a crucial element in doing her job successfully. “Public relations is extremely important, so developing relationships with press, making sure we can send out products for photographic shooting to ultimately have exposure in magazines and newspapers, that’s been very successful in the last few months.”

This management of the brand at a local level must always be kept in line with the globally defined and recognised image of the Prada brand – a very different approach from marketing a more commercial brand. Having spent time as divisional manager at local brand Lovable, O’Rourke appreciates the distinction as much as anyone. She explains that while working with the broader audiences inherent in a more commercial brand gives you a lot more scope for flexibility, and allows for the implementation of broader marketing strategies, at an international prestige brand such as Prada it is important to implement plans for growth and expansion within the explicit guidelines of the global image. “In terms of advertising and marketing it is extremely important with any brand that you are with that you uphold the core principles and the core advertising campaign, because that is where you get global strength.”

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