Prada flew more than a hundred of its best customers to Milan. Private access to The Last Supper. Dinners. Appointment-only floors at a rebuilt flagship in the Galleria Vittorio Emanuele, an eight-level complex the company expects to bring in around €100 million a year.
If that sounds like a strange way to sell handbags, it’s because Prada isn’t really selling handbags to these people. It’s selling being known. And the math backs it up. According to the Wall Street Journal, Prada’s CEO, Andrea Guerra, says top clients spend about seven euros for every one euro the company spends entertaining them.
Then there’s the bigger number. Kearney’s 2026 luxury outlook says the top 2% of luxury clients now account for nearly half of all spending. A few years ago, Bain’s work put that figure closer to 40%. Different firms, different methods, so I wouldn’t call it a clean trend line. But the direction is hard to miss, and it’s why every luxury house is building private rooms and dinner apartments.
