The Devil wears Prada is widely loved as a film on fashion world and office drama. However, the entirety of the plot tells how the brand ecosystem is constructed extremely carefully to manipulate the market and the target consumers by the strategists in the industry and affects the consumers’ decision making and assimilation to the brand and the market.

Each of the plot devices are The Runway magazine(Brand ecosystem), Miranda Priestly(Brand Strategist), Emily and Nigel(Execution of the brand ecosystem) and Andy Sachs(Consumer and the Market).

It would be very interesting to re-watch this film in a perspective of the brand’s strategy building, moving away from office drama that is set foundation for the main plot, focusing on Andy’s gradual investment and assimilation to The Runway and how it is executed.