What is Miu Miu and why is it so popular?
where there's growth there's influencers
According to Wikipedia, Miu Miu is an Italian high fashion women’s clothing and accessory brand. It’s a subsidiary of Prada hence the rapid growth and popularity. Nothing but “stellar growth” has come stemmed from the brands reputation in the past year. Since 2022 their revenues have been soaring between 82 and 84 per cent. The acceleration of their growth has transcended through sales of course, influencer marketing, and most importantly social media. Thanks to Tiktok it’s now one the fastest-growing brands within the past decade. Don’t believe me? Check Google please because the last time I did a citation was in college in MLA formatting.
So, what gives? Aside from their youthful energy and matching sets, what exactly can we thank as a result to their success or should I say blame. Unfortunately, for us thicker girlies it’s a miniskirt and underwear styled-like pants. On the brighter side you’re buying an experience more than you are an item. You can quite literally find a mini skirt or mini tote anywhere. However, Miu Miu is a quid pro quo and has mastered the art of brand awareness. They sell a fantasy in which youthfulness is their superpower. Sydney Sweeney and Alix Earle showcase just that in their videos and live streams.
They’ve channeled leather boots, mini bags, skirts, and sunglasses. All within the past year we’ve seen a broad range of influencers rocking the current trend. They didn’t just hop onto the trend, they carried it. Typically, their targeted audience is a 20 to 30 some year old, with a rebellious spirit and style. Those who are likely to express themselves through their clothing.
As much as it is a trend, it’s definitely a feeling to have and wear Miu Miu. Why? Well for starters it’s expensive, luxury, and captivating. Because of their iconic wardrobe that flooded the algorithm for some time, they’ve ranked #1 as one of the hottest brands of Q1 2024. Top brands with a buzz know how to appeal society. Miu Miu nailed the preppy, must-have, lustrous, versatile, Prada like appetite for fashion. Summer in Cannes? Ski trip to Aspen? They’ve got you covered.
Does an acceleration of revenue translate to value and credibility? You could argue no and for the sake of this conversation, I will. It’s a lot harder to nail a strong identity with exceptional quality, personalized experience, and exclusivity. We have access to everything and everyone making it harder to produce elements of scarcity. If you can’t get the real thing, you certainly can find a dupe. The brand may have held their own on the runway and into the streets of NYC. Will they continue to do so or need the acute pull that celebrities and influencers have on their audience?
From one Gen Z to another, I’d say this brand’s hot streak can grow and far exceed a mere trend at the rate their headed.