Prada Academy Tackles Luxury's Generational Gap by Championing Artisanal Craftsmanship

The Prada Group is actively confronting the critical challenges facing the fashion and luxury industry, particularly the need for generational renewal in a sector renowned for Italian craftsmanship. Marking the 25th anniversary of the Prada Group Academy, the company recently opened its Scandicci site to showcase the impactful training activities undertaken at the centre. This event provided a vital platform for CEO Andrea Guerra and Lorenzo Bertelli to underscore the immense importance of attracting younger generations to artisanal trades, thereby safeguarding the invaluable savoir-faire synonymous with Italian excellence.

The event commenced with an address from Claudia Sereni, Mayor of Scandicci, who emphasized the crucial bond between local institutions and businesses. Mayor Sereni highlighted Scandicci's dual role as home to major brands and the skilled subcontractors who produce their goods. She acknowledged the current industrial crisis and the difficulty of regenerating the supply chain, asserting that in this context, training becomes paramount. Sereni stressed the need for young people who can interpret evolving company needs and bring projects to fruition. She also expressed hopes for stronger collaborations with brands on training initiatives and shared an ambitious vision for a "Museum of Accessories" in Scandicci, a unique cultural project designed to convey the value of craftsmanship to both citizens and tourists.

Addressing the pressing issue of generational turnover, statistics reveal a concerning picture: over 270,000 specialized manufacturing professionals will be required by 2028, with 75,000 in luxury alone, yet current supply meets only 50 percent of this demand. Despite these figures, Andrea Guerra expressed optimism. He countered the misconception that manufacturing work is solely repetitive assembly line tasks, emphasizing that at Prada, it is "industrial craftsmanship"—80 percent hands, mind, and heart. Working with leather, a living element where no two pieces are identical, demands expert eyes and hands to oversee intricate, almost imperceptible details. Guerra also stressed that luxury production cannot be rushed; it demands great patience, honed over years of practice, making it a long but fundamental journey.

Guerra further elaborated on attracting young talent, noting a post-Covid desire among youth for a more balanced life with less alienation. While salary is important, he stated it's not the sole motivator, advocating for business environments that are enjoyable and invest in continuous learning, welfare, and policies promoting women's employment. Lorenzo Bertelli added that the myth of "white-collar workers" is fading, as technology increasingly handles office tasks. However, he emphasized that technology can never replace the craftsperson's manual ability and accumulated know-how. Bertelli encouraged young people to embrace crafts, viewing new technologies like AI not as threats but as tools that, for those willing to innovate, will further elevate human work, particularly in manufacturing. He stressed the importance of communicating that artisanal work is far from an assembly line, presenting it as current and modern, with the unique excitement of creating something tangible that technology cannot replicate.

Rosa Santamaria Maurizio, Chief People Officer of the Prada Group, reiterated the company's commitment to "putting people at the centre and focusing on emotions." These principles are deeply embedded within the company culture, with prospective employees invited to production sites and stores to experience the work firsthand. The group is actively training its people leaders on these core pillars. Diversity and inclusion, ensuring equal opportunities for all, are also fundamental, with the company on the cusp of obtaining gender equality certification. Santamaria Maurizio highlighted the 'Drivers of Change' project, an initiative strongly supported by Lorenzo Bertelli, which empowers employees to propose initiatives that the company then strives to implement, including inviting family members to experience the work environment. The Academy, she noted, serves as a strategic asset, fostering a valuable intergenerational exchange between master artisans and students.

In his closing remarks, Andrea Guerra offered advice to the Academy students, Leonardo and Francesca, and indeed to all young people entering the workforce: "be humble but challenging." He defined humility as a willingness to go the extra mile and challenging as the courage to ask questions and expect real answers, thereby enriching their future. Guerra concluded by extending heartfelt gratitude to the master artisans for their unwavering ability and desire to pass on their invaluable knowledge and skills to the next generation.

The Prada Group Academy, with dedicated spaces across Tuscany, Marche, Veneto, and Umbria, typically trains around twenty young people per session, with an impressive 70 percent subsequently finding employment within the group's companies. Since 2021, when courses resumed after the Covid-19 pandemic, the Academy has seen significant growth, running 29 courses across Leather Goods, Footwear, and Apparel categories, escalating from 3 courses in 2021 to 11 in 2024. A total of 571 trainees, representing 18 nationalities and comprising 69.7 percent women and 30.3 percent men, have been trained since 2021. In 2024 alone, out of 120 young people who completed their training, 82 were hired by the group. Looking ahead to 2025, seven training programs have been launched across the three categories, with 78 trainees as of November, and three Academy programs are currently underway in Leather Goods and Apparel, involving a total of 152 enrolled participants, marking a 28 percent increase from 2024. New specialized courses include men’s footwear in Montegranaro and technical roles dedicated to knitwear in Torgiano, both launched in late 2024.