Image courtesy of kontaktmagThere is plenty of room for sharing ideas and marketing strategies amongst companies, but there is something disappointing about two similar companies utilizing identical marketing initiatives and not learning from the other.
Prada has decided to copy Chanel and debut a pyramidal mobile pavilion called the Prada Transformer that will be erected in Seoul, Korea in April. The structure will host art exhibitions, film screenings, and other live events. Word on the street is that cranes will occasionally flip the "Transformer" to reconfigure its look and feel. The objective is to create a unique visitor experience each time you visit the "Transformer." Great idea, right. Absolutely. It could be really cool. But, Chanel did the exact same thing and had to scale back efforts due to the economy. They also received a great deal of negative press.
Chanel had planned to tour their pavilion to 86 cities around the world throughout 2010, however, a Chanel spokeswoman told WWD "Considering the current economic crisis, we decided it was best to stop the project, We will be concentrating on strategic growth investments." Very smart of them I might say. High end designers are being deeply effected by the economic crisis and the last thing they need to be doing right now is blowing out a huge events marketing strategy. Not sure it is the best use of their resources or good for their overall image.
The Chanel pavilion also received mixed reviews regarding their efforts to support culture. Many called the pavilion overly commercial, while others saw it as a way to bring culture to the public. Again, not sure it is the best idea to copy a marketing initiative that received little praise.
On the other hand, the Chanel pavilion did look pretty cool.
Thoughts?
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