相隔18年后，《穿普拉达的女王》续集《穿普拉达的女王2》 officially announced its production. Set to hit theaters on May 1, 2026, this highly anticipated film will bring back the original cast including Meryl Streep and Anne Hathaway.

The first installment of "The Devil Wears Prada" in 2006 became a definitive guide for many people's understanding of high fashion. Its release sparked intense nostalgia among audiences, quickly drawing significant attention from netizens. The sequel is expected to delve into the challenges faced by Miranda Priestly, the arrogant fashion magazine editor.

Back in 2006, Meryl Streep portrayed Miranda as a powerful figure in the fashion world, using high-end brands to establish her authority. Now, after 18 years, the character will have to seek salvation from old associates and rely on advertising revenue to sustain her empire—a narrative that mirrors the struggles of the luxury industry today.

From boom to bust

When "The Devil Wears Prada" first premiered in 2006, the luxury industry was thriving under the economic benefits of globalization. Major players experienced double-digit annual growth rates, driven by consumers' obsession with brand logos in emerging markets.

"At that time, luxury consumption was strongly tied to identity and status symbols," recalled fashion industry expert Zhang Lei.

However, today's landscape has completely changed. The luxury sector is currently facing a genuine "winter." According to Bain & Company's report, global luxury sales stagnated at 1.5 trillion euros in 2024, with growth rates plummeting into the -1% to 1% range.

Leading groups like LVMH and Kering have also seen significant declines in their financial performance. LVMH's operating profit fell by 14%, while Kering's revenue dropped by 12%, and its net profit plunged by 62%. Bank of Paris最新报告显示，奢侈品行业在2025年第二季度的销售表现依然疲软，预计销售额将同比下降3%，较第一季度的下降趋势进一步恶化。

"Mass consumers are shifting from conspicuous consumption to rational and individual expression."张蕾指出。

Faced with macroeconomic uncertainties and frequent price hikes by brands, global luxury consumers are cutting back on non-essential spending. This trend has reduced the number of luxury consumers by about 50 million over the past two years, particularly affecting Gen Z who are increasingly disengaging from brand loyalty.

Meanwhile, high-end customers account for a growing share of luxury consumption, yet they perceive a weakening sense of exclusivity from brands.

Rewind to Prada

无可置疑，由于《穿普拉达的女王》，Prada一度成为luxury brand的代名词。然而，这种品牌红利正在逐渐减弱。近年来，Prada在奢侈品市场竞争中表现不佳，并面临诸多挑战，如产品创新不足、风格单一等问题。

Add to that the negative impact of frequent scandals involving its brand endorsers—"坍塌式分手"事件频发，让Prada品牌形象和市场声誉受到重创。

财务数据也印证了这一困境。尽管Prada集团在2024年整体营收同比增长17%，但核心品牌Prada的零售额增速仅为4.2%，远低于预期，并且市场份额正被Miu Miu等品牌逐步侵蚀。

在奢侈品行业从业者VIVI看来，Prada可以尝试推出与电影相关的限量版产品，或者通过社交媒体和营销活动，唤起消费者对第一部的记忆，从而带动品牌的销售。这种策略不仅能够激活经典IP的影响力，还能重新定义品牌形象与价值.

Generation shift in consumption values

值得注意的是，当多数品牌在寒冬中挣扎时，Prada旗下的Miu Miu却异军突起，成为行业中最耀眼的新星。2025年第一季度，它贡献了整个集团31%的收入，增速高达60.2%，远超行业平均水平。

消费者愿意为Miu Miu的学院风针织衫买单，却对经典Monogram手袋无动于衷——这表明消费价值观正在发生深刻转变。

分析人士认为，奢侈品市场已进入相对成熟阶段，品牌间的分化日益明显。那些未能及时调整战略、跟不上市场变化的品牌将逐渐失去竞争优势.

Luxury brands' counterattack

面对寒冬， luxury brands正在寻求突破。数字化转型成为主要方向，通过优化官网体验、与电商平台合作等方式扩展销售渠道，并利用社交媒体增强品牌影响力。

Prada与王家卫合作的上海荣宅餐饮空间就是一个典范。尽管其人均消费高达688元且大众点评评分仅为3.8分，但社交媒体上的打卡曝光量已突破2亿次。

最近在上海南京西路亮相的LV全球唯一"路易号"巨轮更是成为行业复苏的新象征。这个集展览、精品店和餐饮于一体的创新业态吸引了大量人流，即便不谈实际销量，其影响力也足以提振行业信心.

当《穿普拉达的女王2》明年上映时，奢侈品行业能否迎来新的辉煌？答案或许就藏在务实的创新与大胆的转型之中。