HIGHLIGHTS: Andrea Guerra - CEO of the Prada Group

Andrea Guerra, CEO of the Prada Group, examines the shifting landscape of the global luxury market and the strategic evolution of his company. The industry is currently undergoing a "normalization" phase, moving away from decades of unsustainable hyper-growth toward an "old normal" defined by exclusivity, value, and hospitality. A significant strategic shift involves the acquisition of Versace, intended to bring the iconic brand back to its Italian cultural roots and leverage its unique "pop" glamour alongside Prada and Miu Miu. To navigate modern consumer behavior, the group utilizes artificial intelligence primarily within customer relationship management to personalize messaging and increase conversion rates. Success in luxury retail relies on creating such deep emotional connections and "dreams" that pricing becomes secondary to the consumer experience. Guerra approaches this through "resonant leadership," focusing on a clear mission that aligns the hearts and minds of his team to foster long-term brand health over immediate financial gains.