He is also involved in Fondazione Prada’s cultural activities and the sailing Luna Rossa Challenge at the 36th America’s Cup. Partnering with UNESCO is only one of the initiatives, as head of marketing Lorenzo Bertelli takes on the additional role of head of CSR. Lorenzo Bertelli, Prada Group Head of Corporate Social Responsibility, said: “Malika is a dynamic, impact driven leader and I am excited to welcome her to Prada. To find out more about our data sharing policy, please read our terms of use and privacy policy. Actually, Ava DuVernay was in the field with her feet on the ground, calling in by phone. So you have to have that right dose of diplomacy to understand everything that happens within the company and be open enough to let people talk about some topics with you and not say too much to my parents because you have to keep some secrets. Lorenzo está muy implicado también en las actividades culturales y solidarias de la compañía. So in the end, we said, "Okay, maybe that area is where there is more clear sky." Ha cambiado las carreras del Campeonato Mundial de Rally por la alta costura y se prepara para pilotar una de las casas de moda más famosas e influyentes del mundo. Sehen Sie sich das Profil von Lorenzo Bertelli auf LinkedIn an, dem weltweit größten beruflichen Netzwerk. Coming into the business, I'm sure one of the conversations you had with your parents was, well, "What am I going to be responsible for?". All rights reserved. I still had margin to grow. Recientemente se ha estrenado en la prestigiosa lista BoF 500 (Business of Fashion), que engloba a las personalidades más poderosas de la moda. Lorenzo Bertelli, que también es aficionado a otros deportes de riesgo como el paracaidismo. It's not about, single pillar. And so I did another one, and then it was not so bad, so another one, another one, and after one year, I almost stopped but my father said to me, "You have to try, seriously at least once, to understand how it is to be completely committed to one objective and one direction. Aren’t there are a lot of skilled Black people out there who are simply not being given a chance? Each conversation will result in a donation to support UNESCO’s work during the COVID-19 pandemic, which focuses on the importance of culture, creativity, and education for over 1.5 billion students worldwide affected by school and university closures, as well as on a program to increase international cooperation in science. 40 of Tomorrow: Lorenzo Bertelli Eyes are on the son of Miuccia Prada and Patrizio Bertelli, as he was appointed head of digital communication of the luxury company in September 2017. This project is in line with the agenda of the United Nations 2030 and 17 Sustainable Development Goals. Yeah. In the following weeks, they will present the results of this research to group representatives focusing on training, performance and innovative solutions.”. It's a different kind of emotion. View Gallery Su hermano pequeño, Giulio, de 29 años, también ha crecido lejos de los negocios de la familia. Rally is quite different because they take you away for at least ten days. Lorenzo Bertelli | Photo: Brigitte Lacombe, The husband and wife duo still own about 80 percent of the Hong Kong-listed business which registered operating profit of €307 million ($345 million) in 2019, down 5.3 percent on the previous year, on revenues of €3.22 billion. He made his WRC debut during the 2011 season at … We have to put everything together and create a 360 approach to communications. https://www.businessoffashion.com/community/people/lorenzo-bertelli But even before Covid-19, the company was lagging its peers, suffering from high wholesale exposure and a weak digital strategy. This is a very big milestone compared to the one-man-show approach of the past of this sector. Everybody was calm and said, "We are doing what we need. It has already happened in the past. And this, I think, is the scope of their collaboration. It has been a bit hard to make this decision but at the same time, I was responsible for myself and what surrounds me. Visualizza il profilo di Lorenzo Bertelli su LinkedIn, la più grande comunità professionale al mondo. But of course, since that Sunday of the press conference, the world has completely changed. I always liked, since I was young, motorbikes, cars, engines — and adrenaline. But even before Covid-19, the company was lagging its peers, suffering from high wholesale exposure and a weak digital strategy. Lorenzo Bertelli, head of marketing and communications at the Prada Group, says it is part of…. Prada’s Lorenzo Bertelli sees startups as path to innovation By Maghan McDowell 4 June 2019 Prada Group will be a primary partner in Milan-based Startupbootcamp FashionTech, the first fashion-focused hub for the accelerator. The son of Prada co-chief executives Miuccia Prada and Patrizio Bertelli, Lorenzo Bertelli retired from his career as a race car driver to join the luxury group and head up its marketing and communications in September 2017.. Lorenzo ha indicato 1 #esperienza lavorativa sul suo profilo. When I was doing rally, I would wake up and do the best possible, and this is the same approach that I have in the business life in fashion. It managed to go back to the archive of what Prada first became famous for —those black nylon bags from the 1990s — but the company did so by using a completely new material, which is much more sustainable. But sometimes you find out that they already know what you want to say to them, but they think in a different way. In some places, this is seen as an old-fashioned way of thinking because CSR is integrated into everything that we do as business people now, right? Otherwise it would have been almost impossible to work with them. So in the end, we said, "Okay, maybe that area is where there is more clear sky." We have a core group of people that are used to those kinds of situations. I was not scared at all when I joined the company because I’m used to pressure in rally. So, I think a lot of problems that I see now is that if you want to have a really digitalised company, you need to start from the heads. So what you do generally is put together all those parameters from those rating agencies and you benchmark what others are doing, and then you create your roadmap, your KPIs, and then you work to achieve those objectives. Savell will work closely with Prada’s Diversity and Inclusion Advisory Council, chaired by artist and activist Theaster Gates and award-winning writer, director and producer Ava DuVernay, to continue providing opportunities for students of colour and investing in scholarship, internship and apprenticeship programs. We are soon going to announce what we are going to do effectively on top of what the group is doing already. The biggest problem is that these kinds of problems keep happening. There are all of these different topics that kind of come together and you can't do everything at once. Recently, Prada has again supported UNESCO through the Prada Possible Conversations project, Instagram Live dialogues by international thinkers on multiple disciplines. Let's say, I grew up with the company while it was growing up, you know. And so I did another one, and then it was not so bad, so another one, another one, and after one year, I almost stopped but my father said to me, "You have to try, seriously at least once, to understand how it is to be completely committed to one objective and one direction.". “More than 50 international master candidates are working on a project to craft concrete suggestions to reduce the environmental impact of the group. That said, Bertelli junior, whose mother is Miuccia Prada, has recently been focusing more on the family’s fashion business and less on his longtime racing passion. MILAN, Italy — When former rally car driver Lorenzo Bertelli, the son of Prada Group Co-Chief Executives Miuccia Prada and Patrizio Bertelli, joined the family business to lead marketing and communications in September 2017, he assumed what many industry observers saw as pole position to lead Prada when his parents one day step away from the company that, together, they turned from a staid Italian leather goods house into one of the world’s most desirable luxury brands. At the moment, for example, our nylon is more expensive than normal nylon. You have to look in the right places to find the right talent. VAT number: 216 8767 77, Fashion retail in Tiers: independents under Tiers 1, 2 and 3…, PUMA announces Wizkid as Ambassador for PUMA x JD Sports, Edinburgh Woollen Mill granted 10-day extension to secure rescue deal, Sales of rental products soar even as hospitality closes its doors, Analysis: what the latest ONS retail sales figures tell us, The Interview: Jessie Willner, Founder of The Mighty Company, Unlimited vital daily news, exclusive features & interviews, Priority access to events offering learning & networking opportunities, In-depth studies & reports to help make sense of market challenges, Podcasts with inspirational business leaders. Savell will also collaborate with the Council and the Group’s creative and design teams to keep the company abreast of global social awareness around race, culture and politics. I simply want to enjoy what I'm doing. installed Raf Simons as co-creative director. Because I believe that once you do a mistake, in a globalised world like this, with digital communication, the damage that you get in terms of perception is too big. But today, in his first major interview, the 32-year-old self-described computer nerd who was appointed to the Prada Group board of directors in June 2018, shares details of his life pre-Prada and lays out his vision for the future of the family firm as it works on a turnaround amid the coronavirus crisis, aims to catch up with a digital revolution in fashion that has only been accelerated by months of lockdowns and takes the first steps to becoming a more diverse and inclusive company. Para él, las carreras han sido la preparación perfecta para el vertiginoso mundo de la industria del lujo. All of that seems to have laid a path for the situation the fashion industry is in now, with the Black Lives Matter movement that has erupted in the wake of several killings of unarmed Black men in the United States. What made you decide to leave your passion and join the family business where you didn’t really have much experience? It’s not like Formula One where you have races during the weekend and you stay in five-star hotels. CSR alone is nothing. And they say, okay, we have to work because we are responsible. I'm not involved in the supply chain, but the biggest problem has been the logistics, to organise the checks of every single employee and to make the protocols and procedures to apply those rules. Otherwise, I've done my best so I can sleep well without any problem. October 23, 2020 We had a discussion on this topic, just like we are talking now, on a concrete level and a philosophical conversation. sector. Site Map Erfahren Sie mehr über die Kontakte von Lorenzo Bertelli und über Jobs bei ähnlichen Unternehmen. Su entrada en la cúpula de la empresa, controlada al 80% por la familia, hace poco más de dos años ahuyentó los rumores de venta que sobrevolaban el universo Prada. I like to challenge myself and solve problems. And so, if it's going to be like this, why not? Yes, exactly. I said to my mother and my father, "Hey, guys, we have this incredible opportunity. Antes de cambiar el traje de piloto por el de ejecutivo, Lorenzo Bertelli estudió Filosofía en Milán. It's about the connection between different pillars: communication, CRM [Customer Relationship Management], the customer, the product, the marketing strategy, a lot of things.". So what are the areas that you've identified in that role as being a focus? On the other hand, I’ve found out more than I thought about what it is like working with, not just one, but two of your parents. Visualizza il profilo di Lorenzo Bertelli su LinkedIn, la più grande comunità professionale al mondo. I always liked, since I was young, motorbikes, cars, engines — and adrenaline. I took the role and after a few months, I said, this is not about just digital communication, it’s about communication. When I look at them speak together, they are friends, since, I don't know, decades.