THIRD PRADA CONTRIBUTION FOR THE
2019 IMLUX MASTER OF POLITECNICO DI MILANO
Milan, 5 June 2020 - Davide Sesia, President of Prada Japan co Ltd., e-met the IMLux students of MIP Politecnico di Milano for a deep dive into the luxury market in Japan, specifically focusing on the women market. “Within the definition of luxury, price is less important than uniqueness and extraordinariness”, which shows how Japanese luxury is driven by cultural heritage and society driven roles. Leveraging on his more than twenty years of professional experience in the industry in the country, Mr. Sesia taught students how the western concept of luxury should be reinterpreted in light of the Japanese society’s strong identity, which is shaped by culture, history and nature. He took the students through the several dimensions that form consumer behavior and motivation, thus showing how marketing fundamentals of the luxury goods must be adjusted to operate in such a complex market. These marketing topics were coupled with an overview of other key characteristics like the evolution and market cultural role of department stores versus fashion districts, another distinctive element of Japan, as well as product preferences and economics.