andrea guerra

Guerra argues the luxury sector must normalize after 3-5x growth in a decade, returning to 'old normal' of exclusivity, selectivity, and credibility rather than chasing trends or volume, with brands needing patience and creative tension to justify pricing without discussion.

Prada is heavily investing in AI for customer relationship management to personalize messaging and timing, achieving conversion rates 'never seen before' by matching new product drops to individual customer preferences and purchase readiness.

Prada's Re-Nylon sustainable material and ocean pollution education campaign resonates strongly with younger generations who view sustainability as default, not optional, creating a credible entry point for new customers at accessible price points.

Guerra notes European luxury tourism is suffering from American tourists avoiding Europe due to war perceptions (-20-25%) and Asian tourists constrained by difficult east-west flight routes (50% of 2019 levels), forcing a rethink of European market strategy.