Retail Strategy

When Miu Miu launched Miutine, they didn’t just drop a fragrance with a floral arrangement. They sent creators a PR box with only the fragrance + a branded mic — simple, useful, and high impact. By avoiding adding useless gadgets, they reduce waste and ensure every item gets the spotlight. (Creators will use a mic; they will not keep dried flowers.) Their campaign got the industry talking —   Miu Miu   is now a case study in how intelligent PR actually works. But here’s the p