Prada takes over Shanghai wet market to tap Gen Z consumers – although it’s only offering wrapping paper
- At least 200 people crowded the two-floor market where about 30 stores were operating
- The campaign has gone viral on Chinese social media and is expected to draw thousands of Shanghai shoppers during the National Day holiday
A marketing campaign by Prada has drawn rave reviews among Gen Z consumers in Shanghai as fashion-loving youngsters rushed to get a taste of the Italian brand’s design savvy in their local wet market.
At the Wuzhong wet market on Wulumuqi Road M on Wednesday afternoon, hundreds of consumers – most of whom were in their 20s and 30s – rummaged their way through vegetable, meat and flower stalls to buy produce wrapped up in the luxury brand’s purple and yellow wrapping paper, emblazoned with the slogan “Feels like Prada”.
At least 200 people crowded the two-floor market where about 30 stores were operating. While the Italian brand’s iconic handbags and luxury goods were not on sale – consumers nevertheless lapped up the chance to have their choy sum and pork wrapped up in the branded paper.
Some of those present did not even buy produce – they were happy taking photos of the event – albeit with complaints from some stall owners.
“Miss, please do not hold the eggplants in your hands because others may want to buy them,” one vegetable merchant shouted at one keen female event attendee. “Our products are for sale here. They are not exhibits.”