Glossy – Highsnobiety, the streetwear media company founded in 2005, is adding e-commerce with the debut of an exclusive collection of Prada’s newly relaunched Linea Rossa athletic line. Highsnobiety will be the only place outside of Prada’s own channels where this collection can be purchased.
The new platform is intended to be a place for highly curated product drops and exclusive collaborations for Highsnobiety. Jeff Carvalho, managing director of Highsnobiety, said that launching with a traditional luxury brand like Prada, as opposed to a streetwear brand was a conscious move.
“Everyone probably assumed we would launch with a sneaker,” Carvalho said. “We wanted to do something a little surprising, and even in the short time since it launched, we’ve learned so much. We now know that our customer is willing to pay for a premium luxury product.”
“Selling streetwear on Highsnobiety enables Prada and other luxury brands to reach a large number of shoppers that are interested in streetwear,” said David Naumann, vp of marketing at BRP, retail consulting firm. “With more than 6.5 million unique visitors to Highsnobiety each month and more than 5 million followers [Facebook, Instagram and other social channels combined], Prada has a captive audience for this product category. Prada joins several other luxury retailers that are expanding into streetwear to attract younger customers to their brand, and leveraging third-party media and marketplaces is a great way to accelerate the awareness and sales of new product categories.”
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