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Prada.com to launch monthly 24-hour-only 'Time Capsule' deals

Luxury Italian fashion house Prada is set to launch new ‘Time Capsule’ deals – limited edition products that will be available for purchase online for 24 hours only.

The new section of the website will appear monthly from December, offering an exclusive product for men and women that will only be sold on Prada.com for a limited time.

Prada, which like many organisations in the luxury retail space has been slow to develop its eCommerce business, only launched online in Europe in 2016. This announcement suggests it is looking for ways to maintain the exclusivity and allure historically associated with luxury retailing as it evolves its digital proposition.

The move also comes as Prada, this week, announced it is ramping up its digital strategy with the launch of a new version of Prada.com, which already combines commerce opportunities with a comprehensive selection of editorial content.

Currently available in Europe only, the new layout of the site will be rolled-out to other international markets over the course of 2020, the company said.

Newly updated browsing features, platform responsiveness, and omnichannel features have all been promised as part of the developments.

“The site offers an interactive experience featuring surprise mini-videos that play during navigation, personalised content, and paths that vary thanks to a modular framework based on users’ needs, topped off by the usability from any device and an enhanced integration of online and offline channels,” Prada said.

According to the luxury brand, its ‘Pradasphere’ section will take web visitors through its fashion shows, special projects, campaigns, films, events and global locations. “Every click is a total revelation,” is the somewhat melodramatic promise.

Earlier this year, Prada opened a flagship online store on Chinese marketplace JD.com. Prada’s autumn/winter collection is available on the platform, while Miu Miu and Car Shoe – two brands under the Prada Group banner – have also opened flagship stores on the marketplace.

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