outside shareholders, and alter the ownership structure of the organization. Further, the company
had to also make decisions regarding where an IPO should be offered. Some advocated a listing
on the Milan Stock Exchange, and others in Asia, which is closer to future growth markets. The
China market was particularly appealing. The company eventually opted for an IPO in Hong
Kong. As we moved into 2016, Prada has suffered for a variety of reasons. Persistent weakness
in Hong Kong has really hurt Prada sales. Tighter visa restrictions on Chinese shoppers who
looked to Hong Kong as the place to shop pushed a lot of Chinese shoppers to Europe. However,
the terrorist attacks in Paris dramatically reduced the flow of Chinese tourists to Europe. The
economic slowdown in China coupled with a rise in the Hong Kong dollar, which is pegged; to
the United States also hurt the sales of Prada and other luxury brands.
QUESTIONS
11-3. Do you agree with the decision to list an IPO, or should Prada have borrowed more
money, possibly floating a dim sum bond or a Eurobond in London or elsewhere?
11-4. What do you feel are the best justifications for Prada to issue the IPO in Hong Kong? Are
there any downsides to their decision to list in Hong Kong?
11-5. Many of the other luxury fashion companies are also largely family owned. What is the
impact to Prada of diluting the family ownership, and is this a model that other companies can
be expected to follow?
11-6. Given the downturn in the economy in Hong Kong and China, what do you think Prada’s
future is in the region?