“Prada Phones Will Be Advertised Only in Print”

The Prada phone made by LG electronics and Italian fashion house Prada will not be advertised on TV.

In order to maximize its luxury image, LG and Prada decided to avoid TV commercials that target the general public and run restrained and graceful advertisements only in print media like newspapers and magazines.

According to an industry source, LG and Prada developed the Prada phone together from the planning and manufacturing stage to the marketing stage. Recently, the two companies established a luxury marketing strategy for the sales of the Prada phone. The Prada phone is expected to enter the Korean market on May 15 at the earliest.

Another industry official said that this advertisement strategy is the result of a strong request from Prada, which says luxury items cannot be owned by everyone.

In a marketing strategy meeting, Prada emphasized that some global luxury brands have damaged their brand images by exposing themselves too much on TV commercials.

Under this luxury marketing strategy, mobile phone selling agencies should follow the display guidelines of Prada when they sell the Prada phones.

The domestic price of the Prada phone has been set at 880,000 won, which is the highest among LG’s mobile phone offerings.

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