In Good Company with Nicolai Tangen HIGHLIGHTS: Andrea Guerra - CEO of the Prada Group
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Apr 10, 2026 Andrea Guerra, CEO of the Prada Group, a seasoned luxury executive behind Prada’s revival and the Versace acquisition. He discusses Prada’s cultural DNA rooted in art and design. He argues luxury should return to exclusivity and experience. He explains using AI in CRM and the rationale and patience behind buying Versace.
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Prada As A Cultural Point Of View
- Prada is a cultural point of view that embeds art, architecture and literature into every product and touchpoint.
- Andrea Guerra says nothing is done by chance; every detail and location is linked to a thought and an opinion about society.
Luxury Needs To Return To The Old Normal
- The luxury sector must return to a normalized model focused on exclusivity, selectivity, dreams, experience and hospitality.
- Guerra argues the rapid growth of recent decades was unsustainable and the 'all normal' means re-emphasising traditional luxury values.
Use AI To Personalise CRM Messages
- Use AI primarily to power CRM and personalise messages to customers at the right moment to increase conversion.
- Guerra explains analysing customer data and 'look alike' matching raises conversion rates beyond anything he's seen.