Ch.1 - Overview of Marketing (Brief History and Mission Statement)

Mission Statement:  

“Embracing both couture savoir-faire and refined experimentalism, Miu Miu explores fashion as a rarefied form, giving elegance and sophistication a new and twisted meaning.” 

Italian luxury brand Miu Miu was launched by Miuccia Prada in 1993. Compared to it’s sister brand Prada, which is more sophisticated, Miu Miu is more quirky and avant-garde. Miu Miu is distinctive as it was created for women who refused to conform and experimented with their style choices, dressing in flashy colors and prints. Miu Miu has grown into a global brand catering to women worldwide who prefer to stand out from the crowd.