That’s what the looters found when they entered the store and that’s what the looters stole. When looters entered Prada’s store in SoHo, however, they found it empty of almost all merchandise - except for $500 t-shirts, $900 sneakers, and inconsequential trinkets that cost a few hundred dollars each. Most of the looting was spontaneous some was organized. Dozens of upscale shops throughout New York City were vandalized, broken into, and plundered. That night’s demonstrations degenerated into rioting. Once staff presumably secured Prada’s most valuable merchandise, the stores in New York were then boarded up and employees were sent home.īy 1 June, people in New York had become restless and bored. Smaller items, of course, could be locked up in store vaults onsite. It is assumed the more expensive items were sent out of New York for safekeeping, probably to warehouses in the greater metropolitan area. With the prospect of a prolonged shutdown, Prada, not unlike other luxury retailers, emptied its New York stores of almost all merchandise. The Italian retailer understood that New York’s income inequality - one in four children is at risk of hunger - implies civil disorder. When Covid-19 idled New York on 20 March, Prada began the process of protecting itself. Prada, which caters primarily to the top 1%, was cognizant of the danger the angry 99% represented to their interests. These protests devolved into civil unrest. The 99% that took to the streets assailed the market failures that created an inequitable distribution of income. Protesters vented their outrage at racism and an economic system in which more and more wealth is concentrated in fewer and fewer hands. In defiance of stay-at-home orders New York Governor Andrew Cuomo issued on 20 March, thousands of New Yorkers assembled in a show of solidarity with Black Lives Matter. On 28 May, demonstrators took to the streets of New York to protest George Floyd’s death at the hands of the Milwaukee police. Prada’s unexpected success in the wake of a global health emergency wreaking economic havoc around the world is a result of the convergence of three things: 1) the unintended consequences of civil disorder, 2) demonstration effects, and 3) the paradox of economic crisis. It’s a banner year at Prada the pandemic be damned. At a time when legendary retailers, from Brooks Brothers to Lord & Taylor’s, are seeking bankruptcy protection, Prada’s year-to-date sales are believed to be ahead of last year’s. This is a diplomatic way of saying that African Americans are flocking to Prada’s stores get a pair - or several - of the “must have” sneakers of the moment.
“The sneaker’s been exceptionally successful for us and the most surprising thing is that it’s brought in a new demographic into the store - through the front doors.” “This is absolutely unexpected,” a Prada employee said, off the record. The hottest shoes in New York this summer are Prada’s Cloudburst Thunder sneakers. *Please allow 2-3 business days extra for orders placed during the busy sale period.Prada’s Cloudburst Thunder sneakers, at $985 a pair, are the must-have item this summer in New York. All orders placed before 12PM gmt will be dispatched the same working day.*
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