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Billie Tackas
History of Versace
In 1978 Gianni Versace created his self named brand, otherwise known as Versace. In this same year
    Versace‟s first boutique was opened in Milan and the first women's wear collection designed,
    called Gianni Versace Donna.

Known as the House of Italian Fashion, Versace had instant success and Gianni was not afraid to
   combine fashion with art, music and theatre.



It was only a year later that Gianni collaborated with Richard Avedon (a famous American
     photographer) for Versace‟s first photographed campaign, they work together many times after
     this.
In 1989 Versace launched their first Haute Couture collection in Paris, this was widely excepted.

Since the death in 1993 of Gianni Versace his sister Donatella Versace took over as the Creative
    Director. She has since created the „Young Versace‟ line, opened the Palazzo Versace (a 6 star
    resort in Australia) and started and interior and home line along side their men's, women's and
    children's collections.
Brand Values
Versace is centred round the idea of combining a world of fashion with glamour
   and sexiness, known as „The Versace Myth‟

The company “designs, manufactures, distributes and retails luxury products
   from haute couture to prêt-a-porter collections, jewellery and perfumes.”

Versace make a lifestyle for their customers through the products that they
   offer. The idea of luxury have stuck with them since the launch in 1978, and
   they provide a boundary-free, consistent and glamorous brand to their
   clients and customers.
Product Life Cycle
Rising Star                 ?/ Problem Child
  Palazzo Versace             Versace Unique –
                              Luxury Touch screen phones




Cash Cow                      Dead Dog
 Handbags, Sunglasses and
 fragrances
Pricing Pyramid

                             One offs, red
                            carpet dresses,
                           haute couture and
                              the Atelier
                             Collection &
                              Homeware


                               The Versace
                  Collection, handbags, clothes shoes.



      Sunglasses, Perfumes, accessories and Versace for H&M
                           collections.
Target Audience
“APPEALS TO A MAN WHO LIKES TO
   LOOK SHARP AND STRIKING”
   (versace.com)

“CONFIDENT, STYLISH WOMEN WHO
   ENJOY LOOKING BOTH SEXY AND
   SOPHISTICATED” (versace.com)

The Versace brand has designed their
   target audience along with their
   clothes, and they go hand in hand.
   The brands products creates the
   lifestyle and the customers live this.

Recently however Versace has tried to
   expand their audience and brand
   creating collections for high street
   store, H&M.
Marketing & PR
Like most luxury brands Versace likes to make an impact with their print
   advertisements.

Celebrities wearing their clothes to award ceremonies and events creates hype
   around the brand and get people talking about it. It was make people want
   the lifestyle that Versace can offer.
Place & Distribution
Approximately 100 luxury boutique in some of
the most „exclusive‟ cities in the world.
(London, New York, Paris,
 Hong Kong, Dubai, Rome, etc)
These boutiques are known as the perfect
environment to showcase the brand.

Versace also sell exclusively in luxury
department stores, such as Harrods.

Versace use the same materials in every
Boutique, Marble and Leather.
SWOT
Strengths                                       Weaknesses
 Well known successful brand.                     A lot of competition.
 Have branched out into different industries.




Opportunities                                   Threats
 High street collection (not H&M.)                High street replications.
 Make up range, adds to their perfumes.           Economy.

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Versace

  • 2. History of Versace In 1978 Gianni Versace created his self named brand, otherwise known as Versace. In this same year Versace‟s first boutique was opened in Milan and the first women's wear collection designed, called Gianni Versace Donna. Known as the House of Italian Fashion, Versace had instant success and Gianni was not afraid to combine fashion with art, music and theatre. It was only a year later that Gianni collaborated with Richard Avedon (a famous American photographer) for Versace‟s first photographed campaign, they work together many times after this. In 1989 Versace launched their first Haute Couture collection in Paris, this was widely excepted. Since the death in 1993 of Gianni Versace his sister Donatella Versace took over as the Creative Director. She has since created the „Young Versace‟ line, opened the Palazzo Versace (a 6 star resort in Australia) and started and interior and home line along side their men's, women's and children's collections.
  • 3. Brand Values Versace is centred round the idea of combining a world of fashion with glamour and sexiness, known as „The Versace Myth‟ The company “designs, manufactures, distributes and retails luxury products from haute couture to prêt-a-porter collections, jewellery and perfumes.” Versace make a lifestyle for their customers through the products that they offer. The idea of luxury have stuck with them since the launch in 1978, and they provide a boundary-free, consistent and glamorous brand to their clients and customers.
  • 4. Product Life Cycle Rising Star ?/ Problem Child Palazzo Versace Versace Unique – Luxury Touch screen phones Cash Cow Dead Dog Handbags, Sunglasses and fragrances
  • 5. Pricing Pyramid One offs, red carpet dresses, haute couture and the Atelier Collection & Homeware The Versace Collection, handbags, clothes shoes. Sunglasses, Perfumes, accessories and Versace for H&M collections.
  • 6. Target Audience “APPEALS TO A MAN WHO LIKES TO LOOK SHARP AND STRIKING” (versace.com) “CONFIDENT, STYLISH WOMEN WHO ENJOY LOOKING BOTH SEXY AND SOPHISTICATED” (versace.com) The Versace brand has designed their target audience along with their clothes, and they go hand in hand. The brands products creates the lifestyle and the customers live this. Recently however Versace has tried to expand their audience and brand creating collections for high street store, H&M.
  • 7. Marketing & PR Like most luxury brands Versace likes to make an impact with their print advertisements. Celebrities wearing their clothes to award ceremonies and events creates hype around the brand and get people talking about it. It was make people want the lifestyle that Versace can offer.
  • 8. Place & Distribution Approximately 100 luxury boutique in some of the most „exclusive‟ cities in the world. (London, New York, Paris, Hong Kong, Dubai, Rome, etc) These boutiques are known as the perfect environment to showcase the brand. Versace also sell exclusively in luxury department stores, such as Harrods. Versace use the same materials in every Boutique, Marble and Leather.
  • 9. SWOT Strengths Weaknesses Well known successful brand. A lot of competition. Have branched out into different industries. Opportunities Threats High street collection (not H&M.) High street replications. Make up range, adds to their perfumes. Economy.