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The head of Prada Fashion House Patrizio Bertelli has declared that the next year will be critical in business of the largest Italian company. First of all eyes of Prada’s management will be fasten on large marketing initiatives which will cause essentially new positioning of the brand in a society.

Prada House remained one of a few, not developing its Internet-site and not making grandiose advertising campaigns and interactive actions in mass-media and in cooperation with department stores and friendly brands, as got used to do its numerous competitors. Now, according to Bertelli, it is time of changes and revision of the marketing policy.

In an interview to Women’s Wear Daily Bertelli declared, that they were going to a new era of company’s history with considerable potential of development on the basis of the earned reputation

Prada will be assisted to carry out all conceived plans by the Italian creditor Intesa Sanpaolo SpA and coordinator Goldman Sachs and Co.