Client: Prada
Services: Ethnography, Staff In-Depth Interviews, Mystery Shopping, Shadowing, Semiotic Analysis, Netnography, Prospects & Cultural Opinion Leaders Discovery, Recruiting, Interviews and Analysis
Prada partnered with Trybes to build the first-ever Prada app, to be used by both customers and employees.
The research aimed to help design an app centred on the people using it, focusing on their needs, worldviews, and visions of the future of fashion.
It was a great opportunity to map, analyse, and design the whole brand experience, creating a continuum among IRL (in real life), digital, and Web3.
Prada wanted to ensure that the app’s Omnichannel strategy and design were driven by insights rooted in people's lives. To achieve this goal, they needed to get in touch with the final users of the app: Staff, Prospects and Clients.
Moreover, they needed to understand the luxury fashion cultural codes of the physical, digital and virtual worlds to create a product that thoroughly represented their audience.
