Heads Up Hollywood

"The Devil Wears Prada" shows the audience the charm of each Prada clothing and accessory in dizzying scene changes.

After two weeks of release, the film's box office has achieved unexpected results in the middle of the summer.

It is incomparable with epoch-making commercial blockbusters such as "Pirate Alliance 3" and "Avengers", but it is much better than some other works of the same period. The box office performance is an example. Columbia Pictures' "Life Remote Control", Paramount's "Crazy Priest", and Warner's "Untouchable Lovers" are not as good as "The Devil Wears Prada".

The success of the film enabled Prada to successfully use the film to properly connect the brand's fashion and personality, closely connect the brand connotation with fashionable working women, and arouse the resonance of consumers.

Prada is a group company. In addition to the core main brand "Prada", there are other fashion brands.

Before New Global acquired Prada, the company's internal management...was somewhat chaotic, and internal fights often occurred. Different brands lacked synergy before, which led to a certain degree of internal competition, waste of resources, and damage to their own brand image.

After Tang En entered the fashion industry, he sent Andrew Mooney, an American, to manage Prada, and quickly straightened out the relationship between the various brands under his umbrella, thus forming an advantage that was beneficial to the whole.

In the Prada Group, Prada is the main brand and the core brand. In addition, Miu Miu is a second-tier brand and sub-brand, while FENDI is a third-tier brand. Each brand has a different market segment and brand image, which can meet different levels of consumer demand.

In terms of market operation, there is a huge gap between Europe and the United States, especially for established family businesses.

After New Global took over Prada, it immediately carried out a series of market-oriented operational reforms for Prada, discarding many inherent defects of family-owned enterprises. It took less than two years to achieve immediate results.

The current inventory turnover rate of the Prada Group is significantly higher than that of Hermes and Armani. The total asset turnover rate is also much better than the average level of the luxury goods industry.

Coupled with "The Devil Wears Prada" as a leavening agent, this legendary Italian brand will rapidly expand its product popularity in a short period of time!

In developed countries in Europe and America, Prada's reputation is not lower than that of Hermes and LV, but in some third world countries and developing countries, Prada's reputation is much smaller.

Especially the Asian market!

The current Asian market is a battleground for every inch of the luxury goods industry!

China, Japan, South Korea, Hong Kong, Macao, Taiwan, Singapore, Malaysia and Thailand are all luxury consumption kingdoms.

Prada's last "Da" sound is the same as the ending sound of many words in Japanese and Korean entertainment. It sounds like a local brand, which makes Prada very popular in Korea and Japan.

This is an advantage, and we must continue to carry it forward, and at the same time, continue to deepen our influence!

Tang En participated in the exhibition of Prada's new summer products. Many important guests came to the exhibition, including the creative team of "The Devil Wears Prada" and Prada's executives.

In the dressing room backstage, Tang En and Gemma Ward worked hard for more than an hour before announcing the end.

Tang En was very satisfied.

After tidying up his clothes, Tang En casually said, "Do I need to give you a check?"

Gemma Ward was bending over to straighten her soiled skirt. When she heard this, she couldn't help but startled. She looked up at him, a little annoyed: "Are you all like this? I'm not that kind of woman..."

"It's nothing else, don't think about it." Tang En hurriedly interrupted her, "If you want it, I'll give you a check for 100,000 US dollars. If you don't want it, it's okay. I'll ask you what you think, After all, we don’t know enough.”

"100,000?"

Gemma Ward blinked her eyes a few times and was taken aback for a moment.

She participated in the Prada summer show this time, and she didn't have $100,000 after tax.

"How about them?"

"who?"

"Those women who have had close contacts with you in the past, will they also take money from you?"

Tang En finished buttoning the last button of his shirt, and said casually: "Yes, this is not a small sum after all. Everyone takes what they need, and future dates will be more harmonious."

Gemma Ward bit her lip and took a deep breath, "That's good! Give it to me!"

Tang En glanced at her with a smile, then took out a VIP check from Bank of America from the lining of his suit jacket, wrote down the amount of 100,000 US dollars, and handed it over.

Gemma Ward trembled at the corner of her mouth, took the check, lowered her head and said softly, "I've never seen such a high-end check, is it expensive?"

"Free delivery."

Tang En waved his hand, opened the door of the dressing room, walked out, and saw Anne Hathaway still standing outside the door.

Seeing Tang En coming out, Anne Hathaway pursed her lips and said with a smile, "Is it over?"

Tang En said faintly, "I heard a voice just now, saying that someone is looking for me?"

Anne Hathaway said: "It's Mr. Mooney. He seems to be looking for you for some work. I told him that you were working and couldn't spare time, so he went to the lounge over there and waited."

"Okay, you go and help Gemma clean up, and I'll go take a look."

Tang En waved his hand and walked towards the lounge in the other direction.

When we got there, we found five or six people.

The leader was Andrew Mooney, an executive that Dunn had dug from Disney back then.

Andrew Mooney hurriedly stood up and introduced several assistants to Tang En one by one. They were all executives of Prada, including creative director, marketing director, marketing director and so on.

Robert Iger is in charge of the fashion industry. Tang En usually doesn't pay attention to this field, and there are not many opportunities to report to Tang En in person.

Andrew Mooney quickly joined hands, and told Dunn about Prada's development strategy in the future.

In addition to excellence in process design and workmanship, marketing is very important!

In the luxury goods market, 90% of the profits are attributed to marketing.

A $50,000 bag might cost $100.

Andrew Mooney introduced that next Prada will focus on the brand image and set up the retail end in high-end luxury places.

Prada's specialty store should integrate the architectural style of the shopping mall, the surrounding consumption environment, the quality of hotels and streets, and the size of the store space to create the best brand specialty store!

Make Prada's store a landmark of the city through careful and unique location selection and beautiful store design!

A gorgeous store can make Prada famous, and it will also greatly enhance the brand image of Prada.

Tang En listened to the above statements absent-mindedly.

He didn't bother to pay attention to such a small matter.

But then Andrew Mooney's proposal made Tang En's eyes widen.

"The Asian consumer market is the future of luxury goods. Fortunately, Prada has occupied most of the Korean and Japanese markets, and has good sales in Hong Kong, Macau, Singapore, and Malaysia. We need to further consolidate our market position. So I think we can Further expand cross-border marketing."

"The Devil Wears Prada" is Prada's cross-border marketing to the entertainment industry.

Now the movie is selling well and is well received. The cross-border marketing between Prada and the entertainment industry has achieved great success.

"Which aspect?"

"cell phone."

Tang En opened his eyes wide, a little surprised, "Mobile phone?"

Andrew Mooney said: "According to our market analysis and social survey, the consumption enthusiasm of the Asia-Pacific market for luxury mobile phones and the favorability of Asian customers for luxury mobile phones with brand logos and intuitive features, we might as well find a mobile phone manufacturer cooperating."

In short, the pursuit of brands by Asians is far greater than the pursuit of products.

The LV logo is big and conspicuous, so it can become the number one luxury brand in Asia. However, some traditional European luxury brands with restrained brand logos often sell poorly. If you can't see the brand logo, who knows that you are using a luxury product?

The use of luxury goods is for the sake of face, and face is for others to see clearly.

It is now 2006, Tang En quickly thought of the world of smart phones in the future, and the market will be divided between ios and android.

Apple mobile phones are definitely not good, and it is impossible to add another irrelevant brand suffix to the iPhone.

"Is there a plan?"

"We have two targets, one is LG and the other is Sony."

Since it is aimed at the Asian market, we must choose an Asian mobile phone brand.

Tang En frowned, "It's not good!"

LG's influence is not big enough, Sony...Sony's mobile phone brand is Sony Ericsson, if it cooperates with Prada...it will be "Sony Ericsson Prada", such a long brand name can make people's eyes dizzy, obviously It doesn't work either.

Andrew Mooney said: "Samsung is naturally the best choice, but Samsung is strong and has many demands. We can't discuss a good cooperation plan. In fact, in my opinion, LG is very good. LGPRADA seems to be easy to say. And upscale."

Tang En was not satisfied with this.

Prada is a luxury brand.

The price of mobile phones with the suffix of "PRADA" must be very expensive. But LG's brand... really can't afford the high price.

After thinking for a while, Tang En said, "Well, the idea of ​​cross-border marketing is right, but don't rush. In the short term, we can continue to cooperate with Hollywood to engage in cross-border marketing in the entertainment industry. "The Devil Wears Prada" is just the beginning, and It's not over. As for the cooperation with mobile phone manufacturers you mentioned... don't worry, wait and see."

Let's wait for the smart machine to appear.

In the early days of smartphones, HTC was the trump card of the Android system, which happened to be an Asian brand and had a more direct partnership with Google.

Andrew Mooney caught the point of Tang En's words right away, "After "The Devil Wears Prada"...will there be other cross-border marketing?"

"Probably."

Tang En gave a vague answer.

The novel "The Devil Wears Prada" was written by the female writer Lauren Weisberg 4 years ago, and it became very popular. However, this kind of bestseller is time-sensitive, and after a period of time, the popularity will weaken.

Now, with the release of the movie, the book is on fire again, ranking #8 on the New York Times bestseller list! It is the highest ranked old book!

Coupled with the adaptation clause, Lauren Weisberg can enjoy a 6.5% profit share of the movie "The Devil Wears Prada". According to the current situation, it is estimated that the queen of "The Devil Wears Prada" can earn 50 million US dollars through the box office, and another 50 million US dollars from DVD, TV and related peripherals.

Counting adaptation fees, screenwriting fees and consulting fees, Lauren Weisberg can earn at least 10 million US dollars through this movie!

This is much more money than she earns by honestly writing books!

More importantly, the movie has huge influence and fame, which brought her great personal fame.

Enjoying the benefits of the movie, Lauren Weisberg was moved.

A few days ago, she had contacted Rose Pictures, saying that she was already conceiving a sequel novel "The Devil Wears Prada 2: Revenge".

In the first movie, the heroine was oppressed by the queen of fashion, miserable and helpless, and finally forced to leave the industry. In the sequel, she'll return to the fashion world and instead wage a vengeful battle!

According to the plot of the characters in the movie, Anne Hathaway makes a comeback and defeats the big devil Meryl Streep.

This is of course a very good idea, and it is worth looking forward to.

And with a wildly successful debut, a sequel novel and a sequel movie, it can't be too bad.

The key problem is...Meryl Streep was never in the sequel!

She is a bit like Marlon Brando back then, no matter what, she would never repeat a character.

That is to say, even if the novel "The Devil Wears Prada 2: Vengeance" is written and the film project approved, the problem of actors is not easy to solve. If Meryl Streep does not participate, Anne Hathaway will naturally Will not return to the cast.

The only viable option...is to reboot.

Change the crew and remake "The Devil Wears Prada 1" and "The Devil Wears Prada 2".

But in Hollywood, remakes of movies usually have to be put on hold for a long time, at least ten years.

The film industry can't wait, but the fashion industry can't wait.

The fashion industry is changing, and there are three changes a day.

Ten years later, I don't know what it will look like.

Prada also wants to take advantage of the fire of "The Devil Wears Prada" to continue to play with cross-border marketing.

If it doesn't work, let's make a TV series!

When Rose Films and 20th Century Fox competed for the copyright of this book, the reason why they won was because the adaptation proposal proposed by Rose Films was a movie, while the adaptation proposal of 20th Century Fox was a TV series.

In terms of the complexities within the fashion circle and the story of "The Devil Wears Prada", it seems more appropriate to adapt it into a TV series.

The film shows a lot of content, reflecting most of the topics that white-collar workers care about, such as: first-time job selection, workplace struggle, career and family, personal image improvement, and even the hidden relationship between weight loss and career.

Every young man and every female audience can find their own shadow and the shadow of their boss in the film, which resonates strongly with fashion circles and young female white-collar workers.

With such a rich storyline, it is obvious that TV dramas have more room for expression.

If it doesn't work, let's make a TV version!