Prada: Dressing Down For The New Generation
By Michelle Taylor
Photos by Giovanni Pucci

MILAN, Jun 30, 2005/ FW/ --- Miuccia Prada must be reading the market demographics report, or at least one of her staff does because the Prada Menswear Spring 2006 collection is definitely for the Gen X and Echo Boomer generations whom dressing down is part of their lifestyle.

According to a survey released by American Express this month, Gen Xers spend 18 % more than the Baby Boomers on luxury goods annually, $26,751 compared with $22,631.

This difference is made more significant by the fact that the average income of wealthy Baby Boomers, $222,900, is similar to wealthy Gen Xers $213,000.

Keeping in mind that Echo Boomers are actually the children of Baby Boomers as their name implies, that’s a lot of disposable income ready to be spent on luxury goods.

So, truly, it is not surprising that Miuccia Prada whose business acumen is legendary (she was after all named by Wall Street Journal as one of the most influential women in the world) will cater to these two market segments.

Hence hearts and grays, backpacks and designer sneakers, cut off sweaters paired with long-sleeved shirts with ties are the main fare of the collection.

Shorts also made it, as well as sleeveless shirts. This is a summer collection after all. And although in general, Miuccia Prada did not break new ground in fashion this season, what is revolutionary is her early recognition of the changing market demographics.

Still, that is also one thing we have come to expect from Signora Prada who is both a design genius and a savvy businesswoman.

Prada

Prada

Prada

Prada