TITLE OF THE PROJECT

“VERSACE”

Submitted by

AMAN PERVAIZ, SAWAN OMER

Registration No

L1S18BSMC0015, 38

Submitted to.

Sir Irfan Ali Fani

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Slogan

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 VERSACE

Introduction to the Brand

Milan,Gianni Versace S.r.l usually referred to simply as Versace, is an Italian luxury fashion

company and trade name founded by Gianni Versace in 1978. It is one of the leading

international fashion design houses and a symbol of Italian luxury world-wide. It designs,

manufactures, distributes and retails fashion and lifestyle products including haute couture,

jewelry, watches, eyewear, fragrances, and home furnishings all bearing the distinctive Medusa

logo. The main collection of the brand is Versace, which produces upmarket Italian-made ready-

to-wear and leather accessories. The Versace Group distributes its products through a world-

wide D.O.S network which includes over 200 boutiques in the principal cities and over 1500

wholesalers worldwide.

LOGO

The Versace logo is the head of Medusa, a Greek mythological figure. The logo came from the

floor of ruins in the area of Reggio Calabria that the Versace siblings played in as children.

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 and on those

who wore his clothes and shoes.

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Slogan

“Fashion till death” could be the Versace family motto. The creative genius of Gianni made his

family kings and queens of the glitterati world. Santo and Donatella and Gianni Versace grew up

in Calabria, Italy. As Gianni learnt his craft from his dressmaker mother, Donatella played his

creative muse.

Unique selling point

Versace is positioned in a luxury market with high prices. They have a unique
selling point whilst having the perfect blend of glamour yet still remain a sense of
sexiness using high end of couture. Versace appears to attract urban style people
with a high taste and sense for innovative yet luxury products.

SWOT analysis of Versace.

Being the most famous fashion brand in the world, they do have some strength, weakness,

opportunity and threats.

Strength

 Leadership: The international fashion house was started by Gianni Versace who was an
ace designer as well as an astute marketer. The designer was able to grasp the exact needs
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 of the market and with these skills, he was confident of starting his own enterprise which
led to the birth of Versace.
 Customer engagement: The customers of Versace are highly loyal and sure of the
quality and uniqueness of their designs. Versace has a business philosophy where each
customer is treated exclusively. Their needs clearly understood which are then met by
trained salespeople. The factor that improves the customer engagement is the deep
understanding of the customer.
 Multiple channels: Versace reaches out to the customer through a variety of channels.
The key channels are wholesale where the customer can shop for Versace merchandise
through 1500 upscale department stores, specialty stores etc., and the retail segment
where the company owns and operates 200 boutique stores. The company also has their
own website from where the customer can source directly and even custom design their
outfits.
 The Versace experience: Versace adopted a strategy to take customer engagement to a
higher level altogether where they opened a series of hotels under the label Versace
Palazzo which could get the customers the complete Versace experience. This got the
brand closer to the customer.
 Multiple segments: The brand caters to a number of segments across genders and ages.
Though originally Versace was conceptualized as a fashion statement for sophisticated
adults and primarily consisted of formal and party wear, the brand moved into the
younger age group when Donatella Versace launched a younger version of the brand
through Versus and Young Versace.

Weakness
Some of the key weaknesses of Versace are:
 Price: Though the brand positions itself as a luxury brand, the price is exorbitant
and affordable to only people at the highest strata of society. This increases the
pressure on the brand since designs have to be worth the money that is being
spent on them. The high prices also make the company more dependent on the
value since the volumes are usually low.
 Supply & Demand mismatch: The luxury market usually has a supply-demand
mismatch and this is a key weakness of most players in this market. The demand
is low and very specific and satisfying the customer is no easy task since they
may be having very specific expectations. Thus often the supply will be in excess
of the demand. This leads to stock excess and this often forces the company to
sell their stock at discounted rates.
 Poor penetration in Eastern cultures: Versace being an Italian brand is more in
tune with European fashion trends and the brand does not understand eastern
culture or tastes of the customers in these regions.

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Opportunities
Some of the opportunities include:

 Growth in emerging economies: The Internet boom and the growth of online retail has
opened the apparel market to include all parts of the world and emerging markets like
China and India which are lucrative in terms of market size can now become prospective
markets for Versace.
 Novelties: Versace can come up with new designs and products that would be innovative
and trendsetter in the market.
 Online shopping: Due to increasing online retail it becomes possible for Versace and
many similar brands to reach more people worldwide without physical presence and high
costs.
 Emerging economies: The demand for premium products is continuously growing in
emerging markets which gives Versace place and opportunity to gain more power and
influence.

Threats
Threats are those factors in the environment which can be detrimental to the growth of the
business. Some of the threats include:

 Competition: The main competitors of Versace are Dolce & Gabbana, Gucci, and
Armani.
 Financial crisis: The growing financial crisis in various parts of the world has reduces the
propensity to spend and people are getting more and more reluctant to spend on luxury
goods.
 Substitution: Nowadays, the offering of products is truly diverse in the majority of
industries which make all the products even in the luxe market substitutable.

AIDA of Versace:
Aida stands for Attention, Interest, Desire, and Action. It’s commonly used in, sale strategies,

public relations campaigns, and digital marketing. Aida helps marketing managers to develop

communication between their customers. 

When we talk about “VERSACE” they always gain attention and interest through their social

media sites like their website Versace.com by using their attractive LOGO and Vision

Statement: “To make women and men feel beautiful and empowered, the House of Versace is an

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established fashion force that continues to inspire both trends and people.” and by the pop-up

message that appears on their website every time you visits “SHOP THE SALE SELCTION

NOW UPTO 50% OFF”

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 .                                                 

These techniques gain customer attention and interest in their brand. Another technique that

Versace and other brand choose to gain attention and desire in their customers is celebrity

content and making of fashion shows and ads in which they must cast celebrities by which they

gain attention and through which the customers desire to buy the product. If we see in upper

video. We can see a very dynamic and fast-developing video scenario featuring two attractive

and young people. They are in love and their attraction with each other is obvious. Supposedly,

they are separated, and their sadness is visible. There are a lot of different details through the

dynamism of the commercial. We can see that both characters of the video look neat and seems

like their appearance is important to them. There is a part where we can see the women dressed

in very trendy and beautiful Versace clothing. The video is accompanied by classical music and

contains a variety of cultural pieces, statues. It seems like the commercial was shot in a museum.

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And the last step is the action, where the customers buy the product from you here you need to

provide them with easy check out option. Versace fulfill all their words and action through their

excellent customer care services. As you can see in the picture below

Versace Branding strategies

Branding is the most important thing for every brand as it tells the consumers where the brand

stands? What is the mission of this brand? And what are their further goals?

Versace always believed in offering modern and fashionable products starting from its
beginning. Their Mission Statement was: “Versace will pursue its sales goals on national and
international markets through the offer of fashion, luxury and high-quality products at
competitive conditions and in compliance with laws designed to protect competition.”
The brand wants to stay focused on luxurious and fashionable products and ensure high quality
for them. It wants to continuously grow and improve its position and influence in the fashion
industry worldwide.
The products designed by Versace are known for their unique products and the latest and trendy
designs which set up a new style statement in the world of fashion.

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Versace Marketing strategies

One of the reasons behind Versace success is their marketing strategies, Marketing Mix of
Versace analyses the brand which covers 4Ps (Product, Price, Place, Promotion) and explains the
Versace marketing strategy. As of 2020, there are several marketing strategies like
product/service innovation, marketing investment, customer experience etc. which have helped
the brand grow. Marketing strategy helps companies achieve business goals & objectives, and
marketing mix (4Ps) is the widely used framework to define the strategies.

Versace ADVERTISING Strategies

Though the brand does not require any media to promote itself as its name is only sufficient but
still Versace has paid a lot of attention towards making it a synonym for luxury. The logo of
Versace Greek mythological figure, Medusa is equally catchy as well as lavish to make an
impact on people. Versace being the brand for celebrities has directly or indirectly was promoted
by these celebrities throughout its journey.

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The collection ‘Young versace’ and ‘Versus’ introduced by Donatella Versace in 1993 enjoyed a
widespread international coverage for its ‘Black Versace dress of Elizabeth Hurley’. Versace
started with sponsorship and partnership to promote more. It made a partnership with
Lamborghini in 2006 producing Lamborghini Murciélago LP640 VERSACE. The interior of the
car was the work of Versace. The interior of the car was designed by Versace with car seats

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Versace Public Relation strategies

For every brand it is important to have a good relationship with their consumers, a brand should
know the needs of their public. As for the Versace they have put a lot of effort to build and
maintain the good image of the brand from starting till now, and they always heir the best PR
manager to maintain their name. They always try to take care of such things i.e, Develop and
execute global PR and marketing campaigns for portfolio and prospective clients
- Manage allocation of client’s PR budgets to optimize editorial coverage across print and online
channels
- Provide product development guidance by advising clients on market and category trends
- Organize and secure strong press attendance for global presentations and branding events
- Leverage network of media and industry contacts to foster new partnerships and relationships
for each brand

Versace is doing something a little different for its AW18 campaign. Versace has released what
it claims is the ‘longest-ever advertising image’ featuring 54 models posing side by side.

Shot by photographer Steven Meisel, the image from the brand’s AW18 campaign comprises
models of varying genders and ethnicities.

Versace hopes the casting will symbolise inclusion and diversity, two values that vice president
and chief designer Donatella Versace believes are important to the future of the brand. A few
familiar names are nestled among the 54 in ‘The Clans of Versace’, including Bella Hadid.
Additionally, the label has created a tongue-in-cheek video educating the public on how to
pronounce its name. The film is aptly named ‘It’s Versace not Versachee’ and features
‘Donatella’s team’ clearly articulating the Italian pronunciation

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Publicity content

Brands like VERSACE, GUCCI, ARMANI, and many others do a different kind of publicity
stunt to promote the brand name among people around the world or some time just to say in
limelight. THE HOLIDAY 2020 CAMPAIGN STARRING IRINA SHAYK Irina Shayk stars in
the holiday campaign set against a mountainous backdrop that represents festive road trips and
seasonal celebrations.

Irina is pictured with the Virtues’ tote in classic black

The post aims to introduce a piece from the new collection. The picture of the post is bright,
interesting, and combines remarkably interesting details and colors. It seems like the brand
mixed and matched fabrics in a way that is not usual or average. It identifies a distinctive vision
and a different sense of fashion.

The model looks noticeably confident and feels great about his appearance in this character. We
can see on the tie the name of the legendary Gianni Versace, who was the founder of this fashion
house. This speaks about the legacy, history, and experience of the brand in this industry. All
these details of the post clearly show that Versace belongs to the Magician brand archetype.

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References
 https://www.versace.com/international/en/content/exclusive-services.html

 https://thesocialgrabber.com/marketing-strategies-and-swot-analysis-of-gucci-and-

versace/

 https://en.wikipedia.org/wiki/Versace

 https://www.google.com/search?

q=unique+selling+point+of+versace&source=lmns&hl=en&sa=X&ved=2ahUKEwiz59r

VxY_uAhWW0YUKHc_7B7wQ_AUoAHoECAEQAA

 https://www.made-in-italy.com/italian-fashion/designers-and-brands/versace/

 https://www.google.com/search?

q=brand+strategy+of+versace&oq=brand+strategy+of+versace&aqs=chrome..69i57j33i2

2i29i30i395l6.12454j1j15&sourceid=chrome&ie=UTF-8

 https://www.mbaskool.com/marketing-mix/products/17525-

versace.html#:~:text=Versace%20Promotion%20%26%20Advertising%20Strategy

%3A,it%20a%20synonym%20for%20luxury.

 https://www.marketingweek.com/versace-takes-control-of-digital-customers/

 https://www.vogue.com/fashion-shows/designer/versace

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