Versace is an historical international fashion house that was created inn Italy in 1978

by Gianni Versace.
Born and raised in Italy we can see that that he was deeply attached to his calabrian
roots that influenced his art. Growing up with a seamstress as a mom, Gianni was
influenced since his young age by the aesthetic of the southerns italian moms that
became the model of strong independent women the brand was going to convey.
The woman represented is a self sufficient woman, strong, seductive and
provocative, sexy and for some vulgar. This imaginary defines a big rupture with the
past and is the sign of a transgression, freedom and empowerment.

Being born in Magna Grecia, Gianni was influenced since his young age by greek
mythology. The well-known logo, the Medusa, is one of the most prestigious badges
in the world, and a synonym of luxury, opulence and extravaganza. The iconic
Medusa was first introduced in 1993, enclosed in a round frame with a traditional
Greek geometric ornament. Originally from the floor of one of the ruins of Reggio
Calabria the siblings were using as a playground, Medusa transform the people in
stones when crossing her gaze. The intent was to make people feel the same way
about his collection and more specifically about the Versace woman, fatal and
aggressive, capable of seducing you in a single gaze. Antiquity always influenced
the designer through the shapes of his design, the pattern or the colors. The brand
also borrowed from this socialization his strong taste for nudity. The advertising
campaigns are often inspired by roman or greek artistic works and represents
contemporary goddesses playing Venus is Versace clothes. Barrocco art is also
important in the collection, the dark bright contrast

Every collection carry a vestige of mystery and fable

Since 81, Versace strats using other materials, such as metal mesh, but also
sadomasochistic that are gonna be a revolution for the fashion industry of the time,
but the intent was to be provocative. As people said, Armani dresses the wives while
Versace dresses the mistresses.

His staying in the United States also gave to the brand a rock aesthtic, very linked to
the music industry.

Gianni can be considered as a genius of communication. Even if at the time social

medias didn’t exist, he always had a big sense of self promotion and self advertising.
Since 1979, he worked with Richard, famous photographer that helped the success
of the brand. He was the pioneer of the era of supermodels. Naomi Campbell, Cindy
Crawford, Carla Bruni, Elle MacPherson where some of the faces of the brand that
became iconic. When people were thinking about these models they were thinking
about Versace, and vice versa.
His runaways were way more than a simple catwalks, they became glamorous social
events attended by influent people of different artistic fields

Even if the main collection of the brand is Versace which produces luxury Italian-
made ready-to-wear and leather accessories, the fashion house also designs,
manufactures and distributes other products and services because Versace is a
lifestyle. Their portfolio is wide and covers all the segments of luxury goods: the
Atelier for Haute Couture, The Versus and the Young Versace for the younger
generations, The Versace Signature for fragrances and accessories, the Palazzo
Versace for a luxury vacation and the Versace Home Collection to ensure the
customers the complete Versace experience. Thanks to all of this, the customer feel
very close to the brand.

Donatella understood very wisely the importance to achieve wider scenarios, to

reach a younger generation and the importance to communicate the values of the
company on a 360 degrees approach. Her strategy is pointed to mass media and
social networks, and she can nowadays be consider almost like an influencer
considering her active communication on her own platforms.

Versace always proposes new things through their Capsule Collections and
collaborations. Through this constant exclusivity Versace always seems renewed to
the eyes of the customers.

Capsule collection in 2011 with the fast fashion giant H&M

Versace made a deal in 2018 with the global fashion luxury group Capri Holdings
Limited (formerly Michael Kors Holdings Limited) for $2.1 billion. The corporate
profile includes the brand Jimmy Choo and Michael Kors which allows a full
spectrum on all the fashion categories such as women’s and men’s accessories,
footwear and apparel as well as wearable technology, watches, jewelry, eyewear and
a full line of fragrance. The goal of Capri Holdings is too extend the global reach of
every brands while allowing them to keep their exclusive DNA.
Versace sells its merchandise through approximatively 200 retail outlet on the globe
which they directly owns and operates as well as through wholesale stores that is a
key channel counting 1500 upscale stores. Buying is also possible directly through
their website where it is also possible to customize some designs.

TARGET
The brand is a popular choice among the socialista and celebrities who wore for
years Gianni’s designs on countless red carpet events. The target is represented by
urban upper class individuals.

Versace’s customers are highly loyal and trusting toward the brand. The exclusive
treatment they have for every client and the time they spend to understand each and
every need of their customer is rewarded by a very high customer loyalty and
customer engagement. Donatella is very often seen close to her models but also
crew. Everyone is treated like family.
The brand caters to numerous different segments from different ages and genders. If
the original target was sophisticated adults with their formal and party wear,
Donatella moved into the direction of a younger group with Young Versace and
Versus in 1993.

Versus uses a capsule technique which increases the exclusivity because each item
is available in limited quantities. The capsule system also allows to follow the trends
faster and answer in the best way possible the demand of the young generations.
The price range of the brand is very high and only the highest level of society can
afford Versace garments. There is a pressure that has to be satisfied on the quality
of the items. The high price can also decrease the demand, and the supply might be
superior generating some waste.
The Versace’s market is essentially based in Europe, Asia and United States.
Designs are following European fashion trends and the brand isn’t really popular in
eastern countries. The Internet boom allowed the brand to expend their market in a
wider horizon and allowed a focus on emerging Asian markets in countries such as
China and India that have a high purchasing power.

BRANDING APPROACHES
—> lover brand archetype
Through publicity, posts on social media, and their communication in general,
Versace tries to creates a relationship with his customers.

ADVERTISING
Versace always used a glamorous advertising. By launching the trend of the super
models in the 90s, Versace was a pioneer that understood the straight connection
between the different arts.

SWOT ANALYSIS:
S: customer loyalty, customer care, leadership and inconstestable talent de Gianni,
multiple channels for distribution, versace full experience, multiple segments. Very
established brand image and recognized worldwide.
W: price, not in eastern market, a lot of fake imitations and took by inferior social
classes that affects the brand image
O: online has opened to new markets like china and india with high purchasing
power. Younger generation (that can afford it) are a promising new target
T: Competitors such as Dolce&Gabbana, Gucci and Armani. Financial crisis reduces
the propensity to spend money on luxury and leisure goods.

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