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25th Jun, 2021

Prada's corporate council is chaired by a 33-year-old race car driver

Malvern Editorial 4th Jun, 2021

THE 33- year-old heir to a fashion empire showed what he could do when he headed the company’s marketing department four years ago. Lorenzo’s parents are confident that he will be able to continue the family business with dignity.

Prada Group stockholders have accepted some modifications to the organisation board of directors, including the selection of Paolo Zannoni as director for the following financial years and the election of Lorenzo Bertelli as director.

As for the previous chairman, Carlo Mazzi, his term expired at the end of May. The organisation held a global gathering for stockholders in this connection. He remained on the council of managers for nearly 17 years.

The new corporate council director of Prada fashion house, 33-year-old Lorenzo Bertelli, is none other than the eldest son of Miuccia Prada and Patrizio Bertelli, who are joint executive directors of Prada. He joined his parents’ business in 2017 and was in charge of marketing. His competence includes such brands as Miu Miu, Church and Car Shoe.

Over the years, Lorenzo has established himself as an innovator and environmentalist. For example, he is recognised for executing a strategy to change nylon throughout the year in favour of recycled one.

Going forward, according to Bertelli, the biggest challenge to sustainability will be reducing carbon emissions, especially through the supply chain. With digital technology, given the unexpected launch of the Car Shoe brand in Amazon stores. The luxury goods sector is wary of the initiative, citing Amazon’s lack of luxury expertise and the threat of counterfeiting, and even arguing that the platform could use brand data to make similar products cheaper.

Bertelli explained that Car Shoes, which sells driving shoes for around 360 euros, has no stores in the US. The Amazon luxury shop analysis, which remains questionable to stay continued to different Prada Group brands, has been perceived as a ‘solid opportunity’.

Based on the above, it’s no surprise that the heir to a fashion empire was entrusted with such an important post.

Before diving headlong into the family business, Lorenzo became famous as a rally driver. He even competed in the FWRT World Rally Championship, and all the racing news and betting tips are available at bookmaker ratings.

According to Lorenzo, racing hardened him and helped him succeed in the family business.

“When I was at the rally, I got up and did my best, and this is the same strategy that I use in fashionable corporate life. I get up each day and give all that is in my power.

“And after that, if success comes, good. Otherwise, I tried my best, so I can sleep peacefully without any problems,” said Lorenzo.

Judging by the Italian’s Twitter, racing hasn’t gone away from his life.

There’s not much information in the press regarding the Prada family heir personal life. According to media reports, he is now single and has no children.

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