Prada Group reported strong financial results for the first half of 2024, defying the broader luxury market slowdown with an 18% increase in net revenue to €2.55 billion, driven primarily by its Miu Miu brand, which saw a remarkable 93% sales increase. In contrast to struggles faced by competitors like LVMH and Kering, Prada's growth was bolstered by a 55% sales surge in Japan and 12% in the Asia Pacific region. The group's earnings before interest and taxes (EBIT) rose 17%, reflecting strategic execution and robust demand, particularly among younger consumers attracted to Miu Miu. Prada’s traditional brand experienced more modest growth of 6%. Chairman Patrizio Bertelli expressed confidence in the company's continued resilience and investment strategy amid market uncertainties. Analysts highlight Miu Miu's effective use of social media and influencer marketing as key factors in its appeal to a younger demographic.