The evolution of a luxury brand: the case of Prada

Purpose The purpose of this paper is twofold. In its initial stages it undertakes a review of the key fashion industry‐related themes emerging from the IJRDM . Subsequently, it reflects upon these themes in the context of luxury fashion brand Prada and in so doing identifies four key change phases in the evolution of the brand. Design/methodology/approach Review of literature spanning 20 years. Findings The paper identifies five overarching general themes. These comprise fashion retailer brands, the internationalisation of fashion retailing, the emergence and challenges of on‐line fashion retailing, changes in the supply chain and changes in consumption. Originality/value The paper provides a valuable overview of the main research themes within the context of fashion retailing. In addition, it provides a critical insight into the changing nature of Italian luxury fashion brand Prada.