Billie Tackas

History of VersaceIn 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 CycleRising Star ?/

Problem ChildPalazzo VersaceVersace Unique –

Luxury Touch screen phones

Cash CowDead DogHandbags, 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 & PRLike 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 & DistributionApproximately 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.

SWOTStrengths

WeaknessesWell known successful brand. A lot of competition.Have branched out into different industries.

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