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Is Prada Ready to Take Off?

The company suffered more than some rivals during the pandemic, but with sales accelerating in key markets and star designer Raf Simons on board, there is optimism behind the brand.
A model carries Prada's Cleo bag in Miuccia Prada and Raf Simons' Fall/Winter 2021 show.
A model carries a Prada Cleo bag in Miuccia Prada and Raf Simons' Fall/Winter 2021 show.

The pandemic hit Prada hard. The luxury label’s sales fell 24 percent last year to €2.4 billion ($2.9 billion), while operating profit tumbled more than 90 percent to €20 million ($24 million).

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