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How I Did It: Lessons from the Front Lines of Business by Daniel McGinn, Harvard Business Review

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Prada’s CEO on Staying Independent in a Consolidating Industry

by Patrizio Bertelli

Patrizio Bertelli is the CEO of Prada.

The Idea

While rival fashion houses have struggled and been acquired by conglomerates, Prada has prospered. Its CEO says that has a lot to do with the company’s culture.

At Prada we have had to cope with our fair share of the unpredictable and the unexpected. Originally we planned to go public in Milan in late September 2001, but the 9/11 tragedy, followed by the second Gulf War, the outbreak of SARS, and a global credit crisis, upset our plans. We reacted to these events in a timely and innovative way, seizing new opportunities, and launched our IPO in Hong Kong in June 2011. In the 1990s we believed that our future depended ...

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