Versace Case PDF

VERSACE
Presented By
Amelia
John
Company Profile
• Versace is a world-famous Italian luxury fashion company

and trade name founded by Gianni Versace in 1978.
• Headquarter at Milan, Italy.
• It designs, manufactures, distributes and retails fashion and
lifestyle products including haute couture, accessories,
jewellery, watches, eyewear, fragrances, and home
furnishings all bearing the distinctive Medusa logo.
• Donatella versace is the current vice president of versace
as well as its chief designer.
Logo
• The Versace logo is the
head of Medusa, a Greek
mythological figure.
• Gianni Versace chose

Medusa as the logo
because she made people
fall in love with her and
they had no way back.
He hoped his company
would have the same
effect on people
Store Exterior
• Versace went big at the Fifth
Avenue storefront windows
with high-definition video
walls displaying a Versace
runway show.
• The oversize displays served
as the backdrop for live
models wearing the season’s
hottest looks, drawing crowds
on the sidewalks outside.
• They used Christie MicroTiles,
a new video display
technology, to provide strong
image quality and a wide color
palette.
Store interior
• The store looks complete with

smoky mirrored panels, gray
walls, industrial ceilings, brass
fixtures, digital screens and a
juice bar.
• The clothing collections are

defined by sharp silhouettes in
black, hot pink and bold abstract
prints, plus an abundance of its
signature gold lion heads,
complete with manes.
Floor and Wall Covering
• The showpiece is a mosaic

floor, based on an especially
beautiful example of a Cosmati
floor found in the Church of
Santa Prassede in Rome, with
the brand’s distinctive insignia.
• Soft, curving walls and shelves

in rough plaster enclose the
space with echoes of
Byzantine form. The overall
effect is opulent yet
contemporary.
• Versace boutique at shanghai.

Lighting
• To direct customer attention

to the display.
• Flood lighting on the bag

display area.
• Beam spread technique on

the mannequins.
Color
• Help the merchandise to

look more interesting.
• Capture shoppers attention.
• Pure white luxury.

Contrasts and oppositions between black and white,
glossy and matt are the main point of the Concept
exclusively studied to praise the merchandise
Versace Merchandise Display
• The red outfit in the middle
grabs the eye even more
because of it being different
from the other outfits, which
becomes the focal point of
the visual display.
• Animal print background

goes with the collection and
then a large Versace picture
to break up the printed
background.
Contd.
• Not having a full white

back board was a good idea.
The back board goes with
the outfit on the mannequin.
• Nice use of the logo and

overall, there is a sense of
elegance. It's clean, cut and
simple which accents the
outfit..
Contd.
• All the mannequins are wearing
a different outfit.
• The over sized "VERSACE"
was creatively placed around
the mannequins and on the
floor. With the Greek symbol.
• Nice use of space and even
though there is a lot in the
display, it doesn't look messy
or bad.
• This angle is probably not the
best angle to see the display.
Contd.
• The checkered background was a
good idea to help the eye travel.
In both pictures, it looks like the
checker board is angling towards
the middle which is where the
bag and shoe is making them the
focal point.
• The mannequins are strategically
placed so that the eye travels out
but back in the middle.
• The lights on the side gives a
sense of being in the spot light.
• Versace window display autumn
2012, Vienna – Austria.
Types of Fixtures used
• Straight rack fixture Image: versace store by Arcabi associates

• Wall fixtures
• Plexiglas table
Store Design
• Versace’s accessories store design
in Milan.
• They are almost entirely

transparent and made of
Plexiglas, disappearing into their
surroundings and creating a
perfect foil for the product.
• The store look features include

some antique friezes and painted
ceilings indicating a luxury store.
Store Layout
• The floor plan of the

Versace Paris boutique,
showing the placement
of the Cosmati floor.
• Free – flow layout
- fixtures group in
cluster
- no defined traffic
pattern
Visual Merchandiser Oversight
• Weekly styling of mannequins on boutique and
implementation of seasonal floor sets.
• Ability to travel to various boutique locations,based on the

needs of the business.
• Identify brand appropriate ways to drive sales through visual

merchandising specific to each boutique in Metro; ensure
appropriate action is being taken to achieve goals.
• Assist in VM training and development of store management

and visual correspondents.
• Responsible for the luxury standard maintenance and

organization of Store props and fixtures.

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VERSACE

• Versace is a world-famous Italian luxury fashion company

• Gianni Versace chose

• The store looks complete with

• The clothing collections are

• The showpiece is a mosaic

• Soft, curving walls and shelves

• Versace boutique at shanghai.

• To direct customer attention

• Flood lighting on the bag

• Beam spread technique on

• Help the merchandise to

• Capture shoppers attention.

• Pure white luxury.

• Animal print background

• Not having a full white

• Nice use of the logo and

• Straight rack fixture Image: versace store by Arcabi associates

• They are almost entirely

• The store look features include

• The floor plan of the

• Ability to travel to various boutique locations,based on the

• Identify brand appropriate ways to drive sales through visual

• Assist in VM training and development of store management

• Responsible for the luxury standard maintenance and

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