Prada CEO Touts Digital Transformation Amid a Sharp Drop in Profits

Patrizio Bertelli remains confident the foundations that Prada has set “will bring excellent results and performance.”

The Italian luxury group’s CEO ticked off the investments made over the past two years in technological, industrial and digital development, infrastructure, research, communication and training as he commented on 2018 figures in a call with analysts on Friday.

For the first time on the call, Bertelli was flanked by his son Lorenzo, who is now head of marketing and communication. The younger Bertelli joined the Prada group in September 2017 as head of digital communication to support the company’s digital transformation. He is now ramping up the fashion house’s e-commerce to reach global coverage by 2020 and developing digital projects to drive brand engagement and boost operational efficiency and effectiveness through new technology.

This story was reported by WWD and originally appeared on WWD.com. To read the full story, please go to WWD.com.

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