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.
