How Reformation Beat the DTC Odds
While most DTC brands struggle to scale profitably, Reformation has built a growth engine based on scarcity, pricing discipline, and
BRAND ANALYSIS
/ The brand’s “clever chaos” aesthetic is capturing Gen Z with irony, intimacy, and just enough edge to stay culturally essential.
Miu Miu has become one of the few true “heat” stories in luxury. At a time when the luxury category is struggling with both sales and profits, Prada Group reports that Miu Miu’s retail sales nearly doubled in 2024, reaching €1 billion retail sales.
In the first half of 2025, while sales at Prada were down -2%, sales at Miu Miu rose 49%.
Why is Miu Miu winning whilemost other luxury brands are struggling?
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