PROJECT- DECODING LUXURY

SUMMARY- Critically access the aesthetics of an international luxury brand in apparel or accessories and propose a market
extension into a country where it does not have a presence. Additionally develop a comprehensive marketing plan for the
chosen destination. Include the following headers mentioned below
About the brand
Managing retail store operations
Business ethics and CSR
Financial/Economic analysis
International Business Operations
Global marketing plan (existing and proposed)
VERSACE
 DECLARATION

I affirm that this brand study is entirely our

original work. To the best of my understanding
and belief, it contains no content that has been
previously published, written, or submitted for
the completion of any other academic degree at
any educational institution. However, proper
acknowledgment has been provided in the text
for any sources or materials utilized during my research.

SIFAT KAUR SAHANI

 ACKNOWLEDGEMENT

My heartfelt appreciation goes out to the dedicated

faculty of Fashion Business Management, especially
Mr Abhishek Verma, our invaluable project leader, and
Ms. Sunita Konwar, our insightful course leader.
We're immensely grateful for the guidance and
support provided by our level leader, Ms. Neha Gupta and our esteemed tutors,
Ms. Swati Singh, Ms Sunita and Mr. Anshuman whose
encouragement and constructive criticism shaped
my decisions throughout this project's inception.
I express my sincere thanks to the Indian Institute
of Art and Design for granting us the incredible
opportunity to delve into the project titled "Decoding Luxury”.

Lastly, I extend my deepest gratitude to my

beloved family and friends. Their unwavering
support and encouragement were instrumental in
the success of this endeavor.
 TABLE OF CONTENTS

VERSACE OVERVIEW
VISION AND MISSION
ABOUT GIANNI VERSACE
TIMELINE OF VERSASCE
ABOUT VERSACE
VERSUS
MEDUSA
USP
STP
BRAND IDENTITY FRAMEWORK
MARKETING MIX
PERCEPTUAL MAP
BRAND ARCHITECTURE
CORPORATE SOCIAL RESPONSIBILITY
CAPRI HOLDINGS
INTERNATIONAL BUSINESS OPERATIONS
BRAZIL PESTLE
BRAZIL’S LUXURY SECTOR ANALYSIS
VERSACE ENTERING BRAZIL
STORE LAUNCH
MARKETING
REFERENCING
“Don’t be into trends. Don’t make fashion own you,
but you decide what you are,
what you want to express by the way you dress and
the way you live.”
- Gianni Versace
 OVERVIEW
The eponymous brand, Versace, created and envisioned
by fashion designer Gianni Maria Versace founded in
1978, is known for its lavish and exuberant style.

The brand has become synonymous with opulence,

glamour, and a distinctive aesthetic. Versace is
particularly known for its use of vibrant colours, bold
prints, and the iconic Medusa head logo.

The brand has significantly impacted fashion with its

provocative and innovative designs, pushing boundaries
and setting trends. Versace is celebrated for its high-end
ready-to-wear clothing, accessories, and couture
collections, attracting a clientele that appreciates
the brand's daring and glamorous style
vision

mission
Gianni was born in Reggio Calabria, Italy, on December 2, 1946. Before becoming one of the top fashion
designers in the world, he was an apprentice at his mother's dressmaking business. This is where
Versace fell in love with fashion. His first dress was a blue one-shoulder evening gown at the age of
nine. Princess Diana wore an updated version of that creation some 40 years later.
He never studied fashion design but his interest and talent were all about it. He worked as a freelancer
designer

In 1972, he made up a collection, his first independent assignment, for a clothing firm called
"Florentine Flowers." His ready-made apparel was an instant success, so he decided to stay in Milan.
When he turned 26 he moved to Milan to work in fashion design, and in 1973 he became the designer
of “Byblos”, a youthful line for Genny.
With the help of his brother Santo Versace and his sister Donatella Versace, they opened their first
store in Via Spiga, Milan early on in 1978.
Starting with only women’s apparel, he gradually introduced men’s line and then expanded to
accessories and home making versace a luxury lifestyle brand.

Mr. Gianni Versace

 Exclusivity of Gianni

Versace designed throughout the 1980s and ’90s and built a fashion empire by producing ensembles that oozed sensuality and sexuality.
His most famous designs included sophisticated bondage gear, polyvinyl chloride baby-doll dresses, and silver-mesh togas.
Versace’s detractors considered his flashy designs vulgar. Unfazed by such criticism. Versace staged his seasonal fashion shows like rock
concerts at his lavish design headquarters in Milan, with groupies and paparazzi awaiting the arrival of both his celebrity friends.

As his success continued to grow, Versace began establishing boutiques throughout the United States with the help of his family. He also
focused on publishing a series of coffee-table books that featured his sketches and photographs of his creations by esteemed photographers
such as Richard Avedon, who also worked on Versace’s advertising campaigns. Versace’s interest in the new and daring continued to flourish.
Versace explored costume design as a side interest throughout his career.

Mr Gianni Versace was fascinated by extravagance. He thought a designer should challenge the rules and break the norm. Being
controversial was just natural for him.
 Bold
Moments

Gianni Versace has always been a part of controversies right from

the early days of his career. His main idea behind his every
garment was to encourage women's freedom. His art was often
perceived negatively by critics as the idea always celebrated women
sensuality He basically changed the whole fashion landscape by
introducing "supermodels" in his fashion shows and took the brand
to different heights. His relationships with celebrities were so good
that they always defended his creations and mostly whatever he
used to make became the iconic look
 Mr.
Gianni’s
Core
 DEATH OF THE LEGEND

On the 15th of July 1997, at the age of 51, Gianni Versace was shot outside his mansion in Miami.

After Gianni Versace's tragic death in 1997, his sister Donatella Versace took over the creative leadership of
the company. She continued her brother's legacy with remarkable dedication and creative energy. Under
her leadership, Versace expanded its influence in the world of fashion and adapted to the challenges of the
changing fashion market.
The Versace brand gained worldwide recognition for its iconic designs and the ability to set trends.
Prominent figures from the entertainment industry and the fashion world proudly wore Versace creations
on red carpets and in fashion magazines. This contributed to making the brand a symbol of luxury and
style.
 he shamelessly
Donatella joined shortened the skirts of
the Versace family invented the introduced the the manager dresses, Gianni
Versace’s company and became oroton, namely Picasso's break- down the following season Versace
First Versus
first ever responsible for acces- the jersey with of volumes. in the he lengthens the launched Versace
fashion show was
store was sories and 'Versus', the interlocking clothing structure, jacket producing a the first Home
held in New York
opned in youth-orientated metal (began the references near dress dubbed Atelier line is
Milan, Italy diffusion line elements. to contemporary art) "blady" watch created
1978 1980 1982 1984 1987-88 1991 1993 1995

1979 1981 1983 1985 1989 1992 1994

Gianni showed with his company Won Cutting Gianni Versace's Launched first Designed stage Versace Signatures
first man collection unveiled Sark Award for first display in the couture collection costumes for exhibition opened
Collaborated with its first 'the most UK at the Victoria in Paris and Elton John's at the Kunstgew-
Richard Avedon for women's scent, innovative and and Albert opened Atelier World Tour and erbemuseum, Germany.
his first Gianni Versace creative Museum. Versace. album cover
fashion photography designer in the Elizabeth Hurley wore safety-
campaign. world' of men's pin dress to the opening of
clothes (also Hugh Grant's film Four
awarded in 1988) Weddings and a
Funeral.
 Versace got into
controversy and
Group appointed
The Weber received major
Lamborghini and Mr. Jonathan
Vietnam Versace Donatella backlash in August
Gianni Versace Spa Akeroyd
exhibition of Gianni hired a string Versace 2019 for their line
collaborated and to the position
Weber's Versace Versace Spa of outside is inaugurated of T-Shirts that
announce the launch Blackstone of CEO and
Campaign at opened managers to as suggested "Hong
of the Lamborghini owns 20 per- member of
Palazzo Reale, Palazzo straighten out Chairperson for Kong" and "Macau"
Murciélago LP 640 cent of the the company's
Milan. Versace the mess. the Fashion were two different
Versace car. the Versace Board of Directors.
Fringe countries.
1996 2000 2003 2006 2008 2014 2016 2019

1997 2002 2004 2007 2009 2015 2018 2022

Versace did
Gianni Versace was The company Donatella turned The second sold to Versace
approximately $400 June Giancar lo di collaborated
murdered on the steps of posted losses around her Palazzo Michael
million in sales Risio, Versace's CEO with Dua lipa
his Miami Beach home of $7.1 million company by Versace built Kors, Capri for Cannes
launch of for five years,
New York. installing a new in Dubai Holdings.
collaboration for abruptly left.
The brand was took over C.E.O., Giancarlo opened
'Versace Design' new CEO, Gian
by Donatella Versace di Risio
bespoke Giacomo Ferraris,
interior design service from Jil Sander
for private helicopters
 ABOUT VERSACE

Versace, a renowned Italian luxury fashion house, has captivated the world with its bold designs,
iconic patterns, and glamorous appeal. Its unique identity, celebrity influence, and long-lasting
impact on the fashion industry have made Versace one of the most recognizable brands in the
world.
The iconic Medusa logo, inspired by Greek mythology, symbolizes power, beauty, and allure. This
emblem is a testament to Versace’s commitment to creating clothing that makes a statement and
exudes confidence.

Versace continually pushes the boundaries of fashion with its use of cutting-edge materials and
techniques. From chainmail to 3D-printed fabrics, the brand constantly experiments with new ways
to create stunning, one-of-a-kind pieces.
Throughout the 1980s, Versace expanded rapidly, becoming one of the most recognized luxury
brands globally. Gianni Versace’s designs were a departure from the minimalist trends of the time,
focusing instead on extravagance and sensuality.

Versace’s association with celebrities began early on and has continued throughout its history. Stars
such as Elton John, Madonna, and Princess Diana were among those who wore Versace, enhancing
the brand's status as a symbol of luxury and sophistication.
Versace has been referenced in numerous songs, movies, and television shows, often as a symbol of
luxury and high fashion. For instance, the brand was famously referenced in songs by artists like
Migos ("Versace") and Bruno Mars ("Versace on the Floor").
-
 About Versace

Versace has been referenced in numerous songs, movies, and television shows, often as a symbol of luxury and high
fashion. For instance, the brand was famously referenced in songs by artists like Migos ("Versace") and Bruno Mars
("Versace on the Floor").
-
 VERSUS

Versus” was the first diffusion line introduced in 1989 under the Apart from ready to wear, Versus is known for its watch collection.
Versace main brand, as a gift from Gianni Versace to his sister Versus watches give off panache, are manufactured concentrating
Donatella. Versus fashion products were popular for its distinctive on the latest trends, and are more innovative than Versace
rock-chic, modern and unconventional looks, and was endorsed by products.
many celebrities over the years. Versus sells its products at different price points than versace.
 Versace Ready-to-Wear: Known for its bold prints, luxurious fabrics, and dramatic silhouettes.

Atelier Versace: The haute couture line, offering bespoke, hand-crafted garments for the world's elite.

Versace Home: A luxury homeware collection that includes furniture, textiles, and decor.
PRODUCT LINES

Versace Accessories: This includes bags, shoes, jewelry, and sunglasses, all featuring the brand’s signature motifs.

Versace Jeans Couture: Versace Jeans Couture diffusion line is dedicated to informality
and youthfulness, and therefore focuses on new trends, such as oversized sweatshirts,
sneakers, bold prints, and patterns, all with signature accents and bright colours. Versace Jeans
Couture is the ideal mix of high fashion and streetwear.
 MEDUSA- THE VERSACE LOGO

However, the choice of Medusa wasn’t just about

Taking his inspiration from the Greek artwork which is Greek roots. If we try decoding the possible
very usual in Rome. Gianni wanted people to fall symbolism of the logo, behind Medusa’s fearsome
hopelessly in love with the Medusa head logo. appearance, there is power and beauty, which
Medusa was a Gorgon, a creature with snakes for hair describe the house of Versace very well. Before
who could turn anyone who dared to look at her into a Athena turned her into a monster, anyone who
stone. looked at Medusa would fall in love with her. In the
context of the Versace brand, this suggests that
The idea of it came to the founder Gianni Versace. everyone who falls in love with it stays enamored
As a kid, he used to play in the ancient ruins of Reggio forever.
Calabria, South of Italy with his siblings, and inspired
by the Medusa image, Gianni decided to use it as the Gianni Versace used to say: “When people look at
head logo of the brand. Versace, they will have to feel terrified, petrified, just
The creative inspiration struck when he discovered a like when you look into the eyes of the Medusa”.
marble head during archaeological digs in his Over the years, Versace has used Medusa’s head in
childhood hometown of Reggio Calabria. many of its designs, from clothing and accessories to
This affection for Greek mythology is probably linked to home decor. Versace’s Medusa is the perfect
the fact that the Hellenic influence has long been example of how a fashion house can be influenced
present in the region’s history, architecture, and by ancient history and transform a popular legend
culture. into a powerful and recognizable branding.
 USP

BOLDNESS N SENSE OF FREEDOM

 SEGMENTATION TARGETING POSITTIONING

Versace categorizes its consumers on the basis of -High-Net-Worth Individuals : Those who have Versace's primary marketing approach is its consistent and
following characteristics: significant disposable income and a preference for cohesive brand identification. The company has concentrated
Demographics: High-income individuals, often luxury goods. on establishing itself as the epitome of elegance and
Fashion Enthusiasts: Consumers who follow fashion excellence. This positioning stems from its commitment to
aged 25-55, with a focus on both men and women.
trends closely and are willing to invest in high-end, producing exquisite products for the elite. Every detail of the
Geographics: Global market with a focus on luxury Versace brand, from its logo to its product lines, exudes a
designer clothing and accessories.
fashion hubs such as Europe, North America, Asia sense of elegance, boldness and excellence that has become
Celebrities and Influencers: Versace often targets
(especially China and Japan), and the Middle East. synonymous with the brand.
influential figures in entertainment, sports, and social
Psychographics: Consumers with a preference for media who can further elevate the brand's image.
luxury, exclusivity, and high fashion. These Luxury Consumers in Emerging Markets: Versace
individuals value brand prestige, status, and are targets affluent consumers worldwide and these days
often fashion-forward. the focus is on rapidly growing markets like China,
Behavioral: Frequent luxury buyers, brand loyalists, India, and the Middle East, where luxury consumption is
and those seeking high-end, exclusive fashion. on the rise.
 BRAND IDENTITY FRAMEWORK

WOMEN SENSUALITY, SENSUAL

FREEDOM. BOLDNESS
BOLDNESS,
GREEK MYTHOLOGY

WARM LIGHTS, BAROQUE ARCHITECTURE. SENSUALISM, GREEK INSPIRATION, BOLD WOMEN AND
MEDUSA, GOLD DETAILS, VIBRANT COLOURS,
VIBRANT COLOUR THEORY MEN
EXTRAVAGANGT PRINTS
, ESSENTIAL MEDUSA PRODUCTS
 BRAND’S STORY

only the one glance at versace product is enough to know that the brand depicts boldness whether
its in the form of vibrant colours, extravagant prints, extra-large trims or objectionable slits and
cuts.
when versace came into existance, it brought with itself a new wardrobe for women with unique and
fierce styles, celebrating women’s freedom.
the brand triggers the sensuality of a women and embraces it in a beautiful way along with the
greek mythology.
The idea was convinced to every women in that era, that she is the supermodel of her own runways
of life.
wearing a versace silhouette brings a confident within the person related to their sensuality.
till date, versace is showcasing freedom and boldness in its style which is its unique selling
preposition.
 STYLISTIC QUOTES

medusa
RETAIL IDENTITY
COMMUNICATION
PRODUCT PRICE PLACE PROMOTION
 PRODUCT

over the years, Versace has become a lifestyle brand in the luxury sector. Starting with men’s and women’s clothing, Versace now also embraces kids’ collections along
with accessories, bags, jewelry, shoes, home and lifestyle.
the Versace collection includes all as following:

ready to wear bags accessories shoes

jewelry underwear and beachwear home and lifestyle

 READY TO WEAR ($240- $10,000)

Barocco Jacquard Overshirt La Coupe des Dieux T-Shirt Embellished Single-Breasted Blazer Barocco Silk Shorts
 BAGS ($1100- $5000)
Kleio Shoulder Bag Leopard Medusa '95 Small Tote Bag Greca Goddess Hobo Bag Barocco Athena Raffia Large Tote Bag

Medusa Biggie Messenger Bag Cargo Pouch Barocco Jacquard Pouch Neo Nylon Jacquard Duffel Bag
 ACCESSORIES ($60-$13000)
Medusa '95 Leather Belt 6 cm Gianni Ribbon Leopard Hair Clip Greca Strass Butterfly Sunglasses Barocco Reversible Bucket Hat

V-Helix Watch Cargo Pouch Versace Logo Baby Sneakers

Greca Braided Leather Bracelet
 UNDERWEAR AND BEACHWEAR ($75-$6000)
I ♡ Baroque Bathrobe Greca Border Triangle Bralette Wild Barocco One-Piece Swimsuit Barocco Reversible Bucket Hat
s

Barocco Sea Bathrobe Greca Border Long Trunks I ♡ Baroque Beach Towel
Wild Barocco Swim Shorts
h
 HOME AND LIFESTYLE ($60- $8300)
Barocco King/Cali Bed Set Crete de Fleur Fringed Blanket Virtus Gala Espresso Cup & Saucer Medusa Gilded Dessert Spoon

Heritage Print Wallpaper

Crete de Fleur Cushion 60 cm Medusa Grande Crystal Vase 19 cm I ♡ Baroque Large Pet Bed
 That Dress
British actress and model Elizabeth Hurley was catapulted
Freedom! into the headlines for arriving on the red carpet in a
Ooh, Naomi!
Gianni Versace’s connection with the supermodels is the stuff of legend. Versace dress to the premiere of Four Weddings and a
Funeral in 1994. Naomi Campbell has graced Versace’s runway
The moment Linda, Cindy, Naomi, and Christy traipsed down Versace’s Fall
1991 catwalk to the strains of George Michael’s “Freedom! ’90,” history was The body-conscious black dress with a plunging V-shaped countless times over the years, but at the Fall 2013
made. The moment captured the glamour and free-spirited energy that neckline revealed the actress’s body with an open side Atelier Versace show, her presence—and barely
embodied the ’90s fashion scene and is every bit as relevant and eye- held together by several oversized gold safety pins. The there ensemble—elicited wolf whistles and shouts
catching today as it was two decades ago. actress and the dress both achieved iconic status that
from the enraptured audience.
night. Today, that safety pin dress is still known as “THAT
dress.”
PLACE
place

Versace is a global brand with product

presence in several countries with its
headquarters in Milan, Italy.
Versace has a network of 230 boutiques and
638 licensed stores worldwide.
they conduct their sale operations through
both online and offline modes.
under offline, the selling happens through
their own retail boutiques, multi brand
outlets.
Whereas, under online, the brand reaches
it's consumers through their own website or
various e-commerce sites like Ajio in India.
PROMOTION
O FFLINE
PROMOTIONS
O NLINE
PROMOTIONS
 Perceptual Map
EXCLUSIVE

CLASSIC MODERN

ACCESSIBLE
 BRAND ARCHITECTURE
HOUSE OF BRANDS

CAPRI HOLDINGS

MICHAEL KORS JIMMY CHOO VERSACE

 CORPORATE SOCIAL RESPONSIBILTY

From banning the use of animal fur to sponsoring education for children, Versace has taken all the right initiatives to thrive in the market responsibly keeping in mind the positive impact on people and
planet.
Versace has considered some commitments where they are pushing their limits to reach their vision sustainably.
RESPONSIBLE SOURCING

Versace is improving the entire lifecycle of raw materials by sourcing those that have
lower carbon footprints,
use less water,
create less waste,
protect biodiversity.

At the same time, they are focused on positively impacting the people who interact with their
products along the way.
Versace is committed to increasing the use of responsibly sourced materials and processes in its
products, by taking ambitious steps to get there.
The proactive engagement with the supply chains ensures the maintenance of rigorous social,
ethical, and environmental standards
Materials and processes are traceable and backed up by third-party certifications to verify their
positive credentials. .
 VERSACE UPCYCLE

A new circular collection for eco-conscious kids, Versace Upcycle is a limited capsule of styles made from upcycled unused production and recycled materials as part of Versace’s ongoing
sustainability efforts. Each Versace Upcycle style is limited and unique as it is made from a blend of unused production material which would otherwise go to waste, and recycled
materials.
The capsule is designed for eco-conscious kids who like to get out into nature, with a selection of active shoes and accessories for on-the-go
The capsule is designed for eco-conscious kids who like to get out into nature, with a selection of active shoes and accessories for on-the-go
 SPECIAL CERTIFICATIONS

VERSACE IS COMMITTED TO IMPROVING IMPACT ON PEOPLE AND ENVIRONMENT IN

COLLABORATION WITH THE CAMERA DELLA MODA SUSTAINABILITY WORKING GROUP

Versace London - the first boutique on the fashionable Sloane Street with a LEED
(Leadership in Energy and Environmental Design) [Link] innovation
has been embedded in stores design, materials, equipment and operations. This
intervention means that the boutique, for example, uses less energy for heating, air
conditioning, and lighting than an average store

LEED Certified Milan Headquarters

Artistic Director Donatella Versace has received the CNMI Award in recognition of
sustainability at the Green Carpet Fashion Awards, hosted at Milan’s Teatro Alla Scala on
September 23rd, 2018. The ceremony recognizes commitment to environmental and
social sustainability. The award was presented by long-time friend Cindy Crawford, who
defined her as someone who is “never afraid to dare, innovate and break barriers”.

The sustainability path – representing empowerment, evolution and excellence in fashion

– is a core part of Versace’s commitment to redefine glamour. Material innovation, fur-
free production, collaboration, supply chain fairness, transparency, local Italian
craftsmanship, sustainable boutiques and developing a culture of inclusivity and diversity
are only some of the steps Versace has taken to create a more sustainable future.
 POLICIES AND PRACTICES

We are committed to driving incremental positive impact on people, nature, and the planet beyond minimum compliance requirements.
We developed a social responsibility program that ensures we are setting and maintaining a rigorous standard in our supply chain. Amongst this, we are committed to strengthening the labor
protections of our artisans by routinely monitoring suppliers on topics including health and safety, welfare, fair pay, human rights, forced labor, and discrimination.
We have restricted the use of certain high-impact and ethically challenging materials, like animal fur, for example.
We have developed Responsible Sourcing Internal Guidance for our sourcing, product development, and design teams, to support them in making the most effective choices, daily.
Our Sustainability, Communications, and Digital departments work closely together to ensure accurate information is presented for each of our products. We have improved and streamlined
communications to enable accurate, effective communication with our stakeholders.
We are tracking the percentage of responsibly-sourced styles in each of our collections—those containing over 50% responsibly sourced materials (as defined above) by weight, to benchmark our
progress internally and guide improvements.
 FINANCIALS
CAPRI HOLDINGS

CAPRI HOLDINGS is a global fashion luxury group consisting of iconic, founder-led brands Versace, Jimmy Choo and Michael Kors.
Capri Holdings acquired Versace in 2018.
 Sales Of Capri Holdings
SALES: A sale is a transaction between two or more parties that involves the exchange of tangible or intangible goods, services, or assets for money.

YEAR SALES
6000

5000
2021 4060
4000

2022 5654 3000

2000

2023 5619 1000

0
2020 2021 2022 2023

2024 5170

% Change of Capri Holdings

% CHANGE IN SALES: % change in sales is used to compare the sales of current year with previous year.
% Change in sales= sales of current year- sales of previous year/ sales of previous year x 100

40%

30%

YEAR SALES
20%

2022 39
10%

2023 -0.6
0%

2024 -7.8
-10%
2021 2022 2023
 Profitability Ratio of Sales of Capri Holdings

GROSS PROFIT RATIO: It compares gross profit to sales/revenue.

GPR= Gross Profit/Sales x 100
OPERATING PROFIT RATIO: It compares operating profit to sales/revenue
OPR = Operating Profit/Sales x 100
NET PROFIT RATIO: It compares net profit to sales/revenue.
NPR= Net Profit/Sales x 100
YEAR GPR OPR NPR
80%

2021 64% 8.9% -1.5%

60%

2022 66% 17.5% 14.5% 40%

20%

2023 66% 14.6% 11%

0%

2024 64% 7.4% -4.4%

-20%
2021 2022 2023 2024
 Liquidity Ratio of Capri Holdings

CURRENT RATIO: The current ratio measures a company's ability to pay off its current liabilities (payable within one year) with its total current assets such as cash, accounts receivables,
and inventories.
CR= Current Asset/Current Liablities

QUICK RATIO(QR): The quick ratio measures a company's ability to meet its short-term obligations with its most liquid assets and therefore excludes inventories from its current assets.
QR= Current Asset-Inventories-Prepaid Expenses/Current Liabilities

YEAR CR QR
1.2

2020 0.9 0.41 1.0

0.8

2021 1.2 0.44

0.6

2022 1.2 0.47 0.4

0.2

2023 0.9 0.37

0.0
2021 2022 2023 2024
 Solvency Ratio of Capri Holdings

DEBT TO EQUITY RATIO(DER):The ratio looks at how much of the debt can be covered by equity if the company needed to liquidate.
DER= Debt/Equity

YEAR DER
2.5

2021 1.7
2.0

2022 1.3 1.5

1.0

2023 2.1 0.5

0.0
2024 2.1 2021 2022 2023 2024
interpretation
 SWOT ANALYSIS
STRENGTHS WEAKNESS
1. Strong Brand Identity: Versace is known for its distinctive style, bold prints, vibrant colors, and luxurious 1. High Dependence on Luxury Market: Versace’s strong focus on the luxury market makes it susceptible to
materials. The iconic Medusa logo is recognized worldwide, contributing to the brand’s strong identity economic downturns, as luxury goods are often the first to be affected during financial crises. This
and appeal​​. In a ranking of the most recognized luxury brands worldwide in 2022, Versace ranked 13th dependence can lead to volatility in sales and profits​​.
out of 60 brands considered.
1. Intense Competition: The luxury fashion industry is highly competitive, with numerous established
1. High-Profile Collaborations and Influence: Versace has a history of high-profile collaborations with brands vying for market share. Versace competes with other high-end fashion houses, constantly
celebrities and artists, enhancing its visibility and appeal in the fashion and entertainment industries. challenging its ability to maintain and grow its market presence​​.
The brand has dressed numerous celebrities for red carpet events, making it synonymous with glamour
and luxury​​. 1. Counterfeit Products: Like many luxury brands, Versace is vulnerable to counterfeiting, which can dilute
the brand’s exclusivity and reputation. Counterfeit goods lead to lost sales and harm the brand’s image
1. Diverse Product Range: Versace offers various products beyond fashion, including accessories, home and customer trust​​.
furnishings, and fragrances. This diversification allows Versace to tap into different market segments
and revenue streams​​. 1. Operational Risks Related to Global Presence: Versace’s global operations expose it to various risks,
including currency fluctuations, differing regulatory environments, and geopolitical tensions that can
1. Global Retail Network: With over 200 boutiques worldwide and a significant presence in over 1500 affect its international supply chain and sales​​.
wholesalers, Versace has a solid global retail network facilitating access to its products across different
regions and markets​​. 1. Sustainability and Ethical Concerns: As consumers become more environmentally conscious and
concerned about ethical practices, luxury brands like Versace face increased scrutiny regarding their
1. Digital Innovation: Versace has embraced digital technologies to enhance customer experience and sustainability efforts and ethical sourcing. While Versace has made strides in this area, it remains an
streamline its operations, from e-commerce to social media engagement, ensuring a robust digital ongoing challenge to meet these evolving consumer expectations​​fully.
presence that resonates with a modern, tech-savvy audience​​.

1. Financial Strength: Versace has shown impressive financial performance, with steady revenue growth
and a strong balance sheet. This financial stability supports its expansion and investment in new
ventures​​..

1. Commitment to Sustainability and Ethics: Versace has taken steps towards sustainability, such as ceasing
the use of fur in its products, which aligns with the growing consumer demand for ethical and
sustainable fashion​​.
 SWOT ANALYSIS
OPPORTUNITIES THREAT
1. Digital Expansion: Enhancing its digital platforms and e-commerce capabilities can help Versace reach 1. Fierce Competition: The luxury fashion sector is highly competitive, with numerous established and
a broader audience, particularly younger consumers who prefer online shopping. Investing in digital emerging brands vying for market share. Versace must continuously innovate and maintain its brand
marketing and social media engagement can enhance brand visibility and customer engagement​​. appeal to stay ahead of competitors​​.

1. Sustainability and Ethical Fashion: There is a growing trend towards sustainability and ethical practices 1. Changing Consumer Preferences: The fashion industry is dynamic, with rapidly changing trends and
in fashion. Versace can seize this opportunity by further incorporating sustainable materials and ethical consumer preferences. Versace must adapt to these changes to remain relevant, especially as younger
practices into its production processes, appealing to environmentally conscious consumers​​. generations may have different expectations and values, such as a stronger focus on sustainability​​.

1. Emerging Markets: Expanding into emerging markets with growing luxury consumer bases, such as Asia 1. Counterfeiting: The prevalence of counterfeit goods poses a significant threat to luxury brands like
and the Middle East, can provide new revenue streams and diversify Versace’s market presence​​. Versace, potentially damaging its brand image and resulting in lost sales. Combating counterfeiting
requires continuous effort and resources​​
1. Collaborations and Partnerships: Versace can leverage its strong brand by collaborating more with .
artists, celebrities, and other brands. These partnerships can lead to innovative collections and products, 1. Supply Chain Disruptions: Global events, such as pandemics, geopolitical tensions, and natural disasters,
attracting attention and expanding its customer base​​. can disrupt supply chains, affecting the production and distribution of Versace’s products​​.

1. Product Line Expansion: Introducing new product lines or expanding existing ones, such as casual wear, 1. Regulatory Risks: Changes in international trade policies, tariffs, and regulations can impact Versace’s
sportswear, or tech-related fashion accessories, can help Versace tap into new market segments and global operations, potentially leading to increased costs and operational challenges​​.
meet the diverse needs of its customers​​
. 1. Cybersecurity Risks: As Versace expands its digital presence, the risk of cyber threats, such as data
1. Customer Experience and Personalization: Enhancing the in-store and online customer experience breaches, increases. This could lead to significant financial and reputational damage​​.
through personalization, exclusive services, and immersive brand experiences can strengthen customer
loyalty and attract new clients looking for a unique luxury shopping experience​​. 1. Sustainability and Ethical Concerns: The increasing consumer demand for sustainable and ethically
produced fashion pressures luxury brands to adapt their practices. Failure to address these concerns
1. Investment in Technology: Investing in new technologies, such as AI for personalized recommendations could lead to losing customer trust and loyalty​​.
or AR for virtual try-ons, can enhance the shopping experience and operational efficiencies, setting
Versace apart from competitors​​.
INTERNATIONAL BUSINESS OPERATIONS
 ECONOMIC INDICATORS
INDICATORS BRAZIL MEXICO TURKEY GREECE

GDP RANK 11 14 19 54

219
GDP 1.9 TRILLION 1.4 TRILLION 905 BILLION
BILLION

GDP GROWTH
2.9 3.06 5.57 5.9
RATE (2022)

PER CAPITA
$8,918 $11,091 $10,616 $21,095
INCOME

210 10
POPULATION 130 MILLION 85 MILLION
MILLION MILLION

POPULATION
0.50% 0.60% 1% -1.40%
GROWTH RATE(2022)

INFLATION RATE
4.6 5.5 53.8 3.5
(2023)

URBAN
91% 87.40% 76.40% 88.50%
POPULATION %

DENSITY (PER
25.28 64.9 114 78
SQ KM)

MEDIAN AGE
32.4 29.3 33 46.5
YEARS

UNEMPLOYMENT
6.90% 2.80% 9.20% 9.60%
2024

BALANCE OF
14.42 B 41.44 B 36.3B 21.16
TRADE

INTEREST RATE 10.75 10.75 50 3.5

CONSUMER
$1211 B 1035B 519B 148B
SPENDING 2022

MANUFACTURING
11% 21 19.41 14.40%
ACTIVITIES2022

EASE OF DOING
124 60 33 79
BUSINESS

HNI RANK 56 50 75 43

LUXURY SECTOR 6% 5% 25% 32%

BRAZIL
 POLITICAL FACTORS

Government Stability: Brazil has experienced periods of political instability and transitions in leadership. The stability of the current government, its policies, and the effectiveness of governance institutions influence
business confidence and investment decisions. President Lula da Silva’s return offers hope for economic reforms, emphasizing social welfare programs and infrastructure development.

Corruption and Transparency: Corruption has been a longstanding issue in Brazil, affecting various sectors and undermining trust in public institutions. Efforts to combat corruption and improve transparency, including
legal reforms and anti-corruption initiatives, have implications for businesses in terms of compliance, risk management, and ethical practices.

Regulatory Environment: Government regulations, including labor laws, environmental regulations, and industry-specific policies, shape the operating environment for businesses. Brazil’s alignment with global
sustainability trends, focusing on renewable energy and eco-friendly practices, creates opportunities for job creation and foreign capital attraction.
 ECONOMIC FACTORS

Economic Recovery: Brazil’s economy is recovering moderately following the

initial pandemic shock. 2023 saw growth of around 2.6%, driven by agriculture,
household consumption, and government spending. This momentum, if sustained,
could present investment opportunities across various sectors.
Moderate Inflation: Inflation has slowed down from its peak of 12.1% in April
2022 and is currently hovering around 4.6%. This decline has enabled the Central
Bank to lower interest rates, potentially stimulating borrowing and investment.
Stable Currency: The Brazilian Real has strengthened recently, offering some
stability for foreign investors.
Focus on Infrastructure: Increased government spending on infrastructure
projects could create jobs, boost economic activity, and attract investment in
construction and related sectors.
Resource Abundance: Brazil’s wealth of natural resources like oil, gas, minerals,
and fertile land continues to attract investments in these sectors.

Slow Growth: Despite the recovery, Brazil’s economic growth remains sluggish
compared to its pre-pandemic levels and lags behind its emerging market peers.
This raises concerns about long-term financial prospects.
Fiscal Deficit: The government’s budget deficit remains a concern, increasing
public debt and potentially reducing its ability to invest in growth-promoting
initiatives.
High-Interest Rates: Although declining from their peak, interest rates are still
relatively high, potentially hindering borrowing and investment, particularly for
small and medium-sized businesses.
External Risks: Global economic slowdown and potential recession in major
trading partners could negatively impact Brazil’s exports and economic growth.
Political Uncertainty: The upcoming presidential election in 2026 could lead to
increased political uncertainty and hinder progress on economic reforms.
SOCIAL FACTORS

Cultural Diversity: Brazil is a melting pot of cultures, with influences from indigenous peoples,
European colonizers, African slaves, and immigrants from various parts of the world. Understanding
the cultural nuances and diversity of Brazilian society is essential for businesses to effectively engage
with local communities and consumers.
Demographic Trends: Brazil has a large and growing population, with significant demographic shifts
such as urbanization, aging population, and changes in family structures. Demographic trends
influence consumer preferences, market demand, and workforce dynamics, presenting both
opportunities and challenges for businesses across different sectors.
Education and Literacy Rates: Improvements in education and literacy rates have contributed to a
more skilled workforce and increased consumer awareness in Brazil. Access to education and
training programs impacts labor productivity, innovation, and the adoption of new technologies,
influencing business operations and competitiveness.
Income Inequality and Poverty: Despite progress in reducing poverty and inequality, Brazil still
grapples with significant income disparities and social inequalities. Socioeconomic factors such as
income levels, access to basic services, and social mobility affect consumer purchasing power, market
segmentation, and demand for goods and services.
Healthcare and Well-being: Brazil’s healthcare system and public health infrastructure influence the
well-being of its population and have implications for businesses in sectors such as healthcare,
pharmaceuticals, and wellness. Health trends, including disease prevalence, healthcare expenditure,
and lifestyle choices, impact consumer behavior and market opportunities.
Cultural Values and Trends: Brazilian society is characterized by cultural values such as hospitality,
family-orientedness, and celebration. Cultural events, traditions, and social norms influence
consumer preferences, marketing strategies, and business practices in various industries, from food
and beverages to tourism and entertainment.
Digital Connectivity and Social Media: The widespread adoption of digital technologies and social
media platforms has transformed communication, marketing, and consumer interactions in Brazil.
Digital connectivity influences consumer behavior, e-commerce trends, and the adoption of digital
solutions by businesses to engage with customers and enhance operational efficiency.
 TECHNOLOGICAL FACTORS
Digital Infrastructure: Brazil has made substantial investments in digital infrastructure, including broadband networks,
mobile connectivity, and internet access. The availability and quality of digital infrastructure impact business operations, e-
commerce activities, and the adoption of digital technologies across various sectors.
Innovation Ecosystem: Brazil’s innovation ecosystem encompasses research institutions, universities, startups, and
technology hubs that drive technological innovation and entrepreneurship. Government initiatives, funding programs, and
collaborations between academia and industry contribute to the development of innovative solutions and technological
advancements in key sectors.
Information Technology (IT) Adoption: Brazil has witnessed widespread adoption of information technology (IT) solutions in
businesses, government agencies, and households. The adoption of cloud computing, big data analytics, artificial intelligence
(AI), and Internet of Things (IoT) technologies enables businesses to improve efficiency, enhance decision-making, and
innovate their products and services.
Digital Transformation: Digital transformation is reshaping industries and business models in Brazil, driving organizations
to embrace digital technologies to stay competitive and meet evolving customer demands. Companies across sectors such as
finance, retail, healthcare, and manufacturing are leveraging digital solutions to streamline operations, enhance customer
experience, and create new revenue streams.
Cybersecurity: With the increasing digitization of business processes and the growing threat of cyberattacks, cybersecurity
has become a critical concern for businesses in Brazil. Protecting data, intellectual property, and customer information from
cyber threats requires investments in cybersecurity technologies, risk management practices, and employee training to
mitigate cybersecurity risks and safeguard business operations.
Government Initiatives: The Brazilian government has launched various initiatives to promote technology adoption,
innovation, and digital inclusion. Programs such as Digital Brazil 2022 aim to expand broadband access, promote digital
literacy, and foster the development of digital skills among the population, thereby creating opportunities for businesses to
leverage technology for growth and socio-economic development.
Regulatory Environment: Regulatory frameworks related to technology, data privacy, intellectual property rights, and
cybersecurity influence the adoption and deployment of technology solutions by businesses in Brazil. Compliance with
regulations and standards, such as the General Data Protection Law (LGPD), is essential for businesses to ensure legal
compliance and mitigate regulatory risks associated with technology operations.
LEGAL FACTORS

Legal System: Brazil operates under a civil law legal system, which is based on written statutes and codes. Understanding
the legal system, court procedures, and legal principles is essential for businesses to navigate legal disputes, contracts,
and regulatory compliance effectively.
Business Regulations: Brazil has complex regulations governing various aspects of business operations, including
company formation, taxation, labor relations, and environmental protection. Compliance with regulatory requirements,
such as registration procedures, licensing, permits, and reporting obligations, is essential for businesses to operate
legally and avoid penalties or sanctions.
Labor Laws: Brazil has comprehensive labor laws that govern employment contracts, working conditions, wages, benefits,
and labor relations. Understanding labor regulations, including hiring practices, employee rights, termination
procedures, and collective bargaining agreements, is crucial for businesses to manage human resources effectively and
comply with labor laws.
Taxation: Brazil has a complex tax system with multiple taxes levied at the federal, state, and municipal levels. Tax
regulations, including corporate income tax, value-added tax (VAT), payroll taxes, and customs duties, impact business
profitability, cash flow, and compliance costs. Understanding tax laws, incentives, and planning strategies is essential for
businesses to optimize their tax liabilities and minimize tax risks.
Intellectual Property Rights (IPR): Protecting intellectual property rights is essential for businesses to safeguard their
innovations, brands, and creative works in Brazil. Intellectual property laws cover patents, trademarks, copyrights, and
trade secrets, providing legal protection against unauthorized use, reproduction, or exploitation of intellectual property
assets.
Consumer Protection: Brazil has consumer protection laws that establish rights and responsibilities for consumers and
businesses in commercial transactions. Compliance with consumer protection regulations, including product safety
standards, advertising practices, and consumer rights to refunds and warranties, is essential for businesses to build
trust with customers and avoid legal disputes.
Environmental Regulations: Brazil has stringent environmental regulations aimed at protecting natural resources,
biodiversity, and ecosystems. Compliance with environmental laws, permits, and regulations related to pollution control,
waste management, and conservation practices is essential for businesses to mitigate environmental risks and ensure
sustainable business operations.
Data Protection and Privacy: Brazil has enacted data protection laws, such as the General Data Protection Law (LGPD), to
regulate the collection, use, and processing of personal data. Compliance with data protection regulations, including
data privacy policies, consent requirements, and data security measures, is essential for businesses to protect the
privacy rights of individuals and avoid legal liabilities associated with data breaches or non-compliance.
 ECOLOGICAL FACTORS

Biodiversity and Ecosystems: Brazil is home to a rich diversity of ecosystems, including the Amazon rainforest, the Pantanal wetlands,
and the Atlantic Forest. Protecting biodiversity and ecosystems is essential for maintaining ecosystem services, supporting wildlife
habitats, and preserving genetic resources, which are critical for sustainable development and biodiversity conservation.
Deforestation and Land Use: Deforestation, particularly in the Amazon rainforest, is a pressing environmental issue in Brazil, driven by
agriculture, logging, and infrastructure development. Deforestation impacts climate regulation, biodiversity loss, and indigenous
communities, and poses risks to businesses operating in sectors such as agriculture, forestry, and mining through reputational damage,
regulatory scrutiny, and supply chain disruptions.
Climate Change: Brazil is vulnerable to climate change impacts, including extreme weather events, sea-level rise, and changes in
precipitation patterns. Mitigating climate change risks and adapting to its impacts require businesses to assess climate-related risks and
opportunities, reduce greenhouse gas emissions, and implement climate-resilient practices in their operations and supply chains.
Water Resources: Brazil has abundant freshwater resources, including rivers, lakes, and aquifers, which are vital for ecosystems,
agriculture, industry, and human consumption. Managing water resources sustainably, addressing water pollution, and ensuring
equitable access to water are essential for businesses to minimize water-related risks and promote water stewardship in their operations
and communities.
Waste Management: Brazil faces challenges related to waste management, including inadequate infrastructure, landfill capacity, and
plastic pollution. Implementing waste reduction, recycling, and circular economy initiatives can help businesses minimize waste
generation, conserve resources, and reduce environmental pollution, while also complying with waste management regulations and
promoting sustainable consumption patterns.
Renewable Energy: Brazil has significant renewable energy potential, including hydropower, wind, solar, and biomass resources, which
play a crucial role in the country’s energy matrix. Investing in renewable energy technologies, promoting energy efficiency measures,
and transitioning to low-carbon energy sources can help businesses reduce their carbon footprint, mitigate climate change risks, and
enhance energy security.
Environmental Regulations: Brazil has environmental laws and regulations that govern natural resource management, environmental
licensing, and environmental impact assessments. Compliance with environmental regulations, including environmental permits,
monitoring requirements, and mitigation measures, is essential for businesses to minimize legal and financial risks associated with
environmental non-compliance and environmental liabilities.
Brazil’s Luxury Market

No data to display

The Brazil Luxury Goods Market size is estimated at USD 3.59 billion in 2024,
and is expected to reach USD 4.62 billion by 2029, growing at a CAGR of
5.15% during the forecast period (2024-2029).
The growing affluence of the urban population in Brazil has emerged as a
significant driver for the thriving luxury goods market. As the wealthiest
segments of society accumulate greater financial resources, they are
increasingly seeking out luxury and aspirational products to reflect their
elevated social status and purchasing power.
The Brazilian luxury goods market has also been significantly influenced by
the power of brand endorsements.
Source: [Link]
goods-market
 Brazil’s
Wealthy Consumer

Brazil’s GDP is 2.9 trillion USD with a population of 210 million

people.

While luxury consumers represent less than 1% of the Brazilian

population, their combined wealth exceeds 717 billion USD.

Approximately 1.2 million individuals in the country possess at

least $100 million in wealth.

The total number of high-net-worth individuals in Brazil is 49,

ranking at 10 globally.

Eduardo Saverin is recorded as the wealthiest person in Brazil,

with a net worth of around $28.2 billion, followed by Vicky Safra
(No. 2, $19.7 billion) and Jorge Paulo Lemann & family (No. 3,
$16.4 billion).

[Link]
potential-is-becoming-strategic-for-
luxury#:~:text=While%20luxury%20consumers%20represent%20
less,least%20%24100%20million%20in%20wealth.

[Link]
Brazil’s Wealthy Cities
 Sao Paulo
São Paulo is the sixth most populous city on the planet, and the most populous in the southern hemisphere, with over 11
million inhabitants according to the 2010 census. It is considered Brazil’s financial capital. It is where most of the nation’s
business takes place and is home to large companies that keep the national economy going, as in the case of 63% of the
multinational companies in Brazil.

São Paulo is the capital city of São Paulo state. Its inhabitants are the most multicultural people in the country and are
among the most diverse in the world, as its population’s ethnicity is made up of Italians (with a higher number of
descendants than any Italian city), Portuguese, Japanese (the largest community outside of Japan), Spanish, Lebanese and the
highest number of Brazilian northeasterners outside of the northeastern region

São Paulo is a hub of luxury in Latin America, offering a range of high-end experiences in fashion, dining, real estate, and
leisure.
The city is home to some of the most prestigious shopping districts in the world. Rua Oscar Freire is often compared to New
York's Fifth Avenue or Paris's Champs-Élysées, boasting flagship stores from brands like Louis Vuitton, Chanel, and Gucci.
Upscale malls such as Shopping Cidade Jardim and JK Iguatemi also provide exclusive shopping experiences with a mix of
international and Brazilian luxury brands.

São Paulo is a culinary capital with numerous Michelin-starred restaurants. .

The luxury real estate market in São Paulo is booming, with neighborhoods like Jardins and Itaim Bib* being hotspots for
high-end living.

: São Paulo offers some of the most luxurious hotels in South America, such as the **Palácio Tangará, set within the lush
Burle Marx Park, and **Hotel Fasano*, which combines modern elegance with exceptional service. These hotels cater to
high-end travelers with premium spa services, gourmet dining, and luxury suites.

The city is also known for its upscale nightlife and private social events. High-profile venues such as **Club D-Edge* and
private members-only clubs host elite parties, attracting celebrities, socialites, and international visitors.

[Link]
 Rio De Janiero
Rio de Janeiro is a city and port, the capital of Rio De Janeiro, Brazil. It is located on the Atlantic Ocean, in the southeastern
part of the tropical zone of South America, and is widely recognized as one of the world’s most beautiful and interesting
urban centers. Although Rio de Janeiro continues to be the preeminent icon of Brazil in the eyes of many in the world, in
reality, its location, architecture, inhabitants, and lifestyle make it highly unique when compared with other Brazilian cities,
especially the country’s capital of Brasília or the much larger city of São Paulo.

Rio is Brazil's second most populous city, after São Paulo

While it is one of the smallest states in Brazil, Rio de Janeiro has the second-largest GDP in the Brazilian economy. Rio's
economy is geared towards the tertiary sector, with tourism being one of the most important factors. Famous for its beaches,
Christ the Redeemer, and Carnival, Rio de Janeiro is a constant presence in Latin America's most popular tourist
destinations with an annual hotel occupancy rate of over 60 percent.
Shopping Village Mall in Barra da Tijuca is the go-to destination for high-end shopping, featuring luxury brands such as
Louis Vuitton, Gucci, and Burberry.
For those seeking the ultimate in luxury travel, Rio offers a range of exclusive services. Yacht charters along the coast are
popular among the wealthy, with options to explore nearby islands and beaches
Rio’s nightlife is known for its energy, but it also caters to an elite crowd. Exclusive clubs like Miroir and Cave offer a
premium experience with VIP areas, celebrity DJs, and high-end clientele.

[Link]
International luxury brands
local luxury brands
VERSACE ENTERS BRAZIL
Versace enters Brazil

After launching its first store in 2014 in the village mall, Rio De Janiero and in Cidade
Jardim center, Sao Pualo, unfortunately, the brand had to shutdown its store along with
many other luxury brands due to the worst ever recession, high tax burden and low
consumer spending in 2019.

But the coin flipped as the Brazilian economy is at the new heights after the covid 19. The
luxury target audience has surprisingly increased, along with the young generation whose
demands for luxury are taking a momentous surge.

Looking at the right consumer base and market demand, Versace has planned to re-open
its store in the fashion and financial capital of the country, Sao Pualo at Iguatemi mall in
February 2025.

JHSF, the real estate and retail giant is bringing the Italitian brand back to the country.
 Shopping Cidade Jardim, Sao pualo

Inaugurated in 2008, Shopping Cidade Jardim rapidly established itself as a reference point in São Paulo among high-end customers and brands. Inspired by the world’s most elegant streets, the mall has large
tropical gardens as part of its DNA, as well as wide corridors that give the feeling of taking a stroll outside. Among the brands present in the mall are Balmain, Bulgari, Cartier, Celine, Dior, Fendi, Giorgio Armani,
Gucci, Hermès, Louis Vuitton, Prada, Pucci, Stella McCartney, and Valentino, as well as important names in Brazilian fashion, such as Alexandre Birman, Cris Barros, Haight, Misci, and Neriage. An equally renowned
gastronomic selection of national and international restaurants, a gym with state-of-the-art equipment, and comfortable VIP movie theaters complete the mix of services offered by Shopping Cidade Jardim.
 Retail Partner jhsf

A leader in the high-income real estate sector in Brazil, JHSF has significant operations in the shopping center, fashion retail, hospitality and gastronomy, real estate development and other markets that aim to
improve the quality of life of our clients. Founded in 1972, JHSF develops long-term relationships that create the history of its businesses and brands that stimulate the sustainable generation of value, respecting the
individual characteristics of each business and the identities of the brands.

With the ability to anticipate trends, JHSF brings innovative solutions to the segments in which it operates, always in a way to surprise, inspire, fulfill and transform those with whom it [Link] company's
projects and investments are aimed at special customers and are motivated, first and foremost, by quality and excellence.
JHSf Competitors

cyrela
multiplan
eztec
 media partner

Sherlock Communications is a Latin American PR agency with the necessary credentials and know-how to provide the support and insight that your brand needs to execute its global communications and business
strategy. Sherlock Communications’s multi-lingual, award-winning team works closely with our clients to develop a strong understanding of their products, business model and objectives.
International organizations seeking a digital marketing and PR agency with unmatched Latin American expertise should look no further than Sherlock Communications. Making full use of their unique insight on
the foreign market, they seize every opportunity to create real impact in pursuit of their clients’ business objectives – with the overarching aim of increasing sales of a product or service. . They offer a
comprehensive range of PR services – from consultancy and strategic planning to media and influencer relations, from SEO to social media – and their well-crafted and compelling campaigns always deliver strong
results, backed up by measured analysis, reporting and accountability.
 STORE

Versace will open its store on 22, February 2025, Saturday.

The brand will start the sales of its Spring/Summer’25 collection alongside a special edition wardrobe for Brazil’s carnival.
The product range for the store is as follows:
ready-to-wear, accessories, jewelry, beachwear, and underwear
for women, men, and kids.
The store will be appropriately ready, aligned with the brand’s aesthetics with baroque architecture, warm lights, mannequins, and well aligned store window, keeping in mind the lounge area for its clients.
 VERSACE CARNIVAL
As the Brazilian energy is on the whole new level during the carnival month of February, Versace has come up with the Versace Carnival for its store launch event.
The event will take place on 21st February,2025 at hotel Fasano São Paulo Jardins.
The carnival will invite the high net individuals of the country, celebrities, high end influencers, media.
 VERSACE CARNIVAL
STORE LAUNCH EVENT

Well aligning with the Versace’s essence of extravagance along with the carnival energy, the theme of the event
will be vibrant.
The event includes samba dance performance.
The food menu will have multi cuisines - Brazilian, Italian, Mexican and Lebanese along with French Deserts and
Wine.
 VERSACE CARNIVAL
SHOWSTOPPER
The Venue will be intsalled with an AI infused mirror, allowing guests to click there selfies in
front of the mirror.
As the person will stand in front of the mirror, the person’s attire will be replaced with a
Versace’s iconic look in the mirror by pressing a button and choosing the look from the screen
The soon after look is changed, the mirror will click a snap.
The guests can share their new and iconic looks on social media.
 PRE-STORE LAUNCH
PROMOTIONS
The promotions for store launch will
start by 20th January, 2025 with the
"Versace on it's way to Brazil" post on
their social media accounts..

The store launch awareness would also

be sent to the online newsletter
subscribers, the luxury consumers, high
end influencers, media and pr agencies,
celebrities, and HNIs.
 PRE-STORE LAUNCH PROMOTIONS

The promotional campaign photoshoots will be both brand centric and product centric.
The photoshoots will take place at some of the iconic locations of Brazil endorsing Brazilian Celebrities and Models
 Pre-Store Launch Promotions
Instagram filter
The Brazilian audience will have access to the Versace’s custom filter with samba
hats just before the store launch to aware people about the brand launch before the
carnival festivities.
MARKETING
 Versace
photoshoot
 VERSACE VIDEO CAMPAIGNS
Versace House Party 2020

Versace Grecca Goddess 2022

VERSACE HOLIDAY CAMPAIGNS
VERSACE SPRING SUMMER PHOTOSHOOTS
VERSACE FALL WINTER PHOTOSHOOTS
VERSACE PRE FALL PHOTOSHOOTS
VERSACE KIDS PHOTOSHOOTS
DV TV
 LUXURY PROMOTIONS IN BRAZIL

Louis Vuitton’s Resort 2017 Show in Rio de Janeiro

Louis Vuitton opened pop-up stores in Recife and Goiânia, inspired by Brazilian culture and colors,
from August to December 2017.
 vogue Brazil Event at Valentino DATE: Thursday, Jul 20, 2017

Gucci creative director Frida Giannini last week opened the fashion house’s
first temporary exhibition at São Paulo’s luxury Iguatemi Mall.

The three-week “Forever Now’’ show replicates Gucci’s Museo in Florence, and
pays tribute to the fashion house’s heritage

Fendi celebrates the opening of its first boutique in Brazil with a limited
edition Baguette
DIGITAL PRESENCE OF VERSACE
DIGITAL PRESENCE OF VERSACE
 Digital Presence of Competitors
Chanel (@chanelofficial): 60 million followers Louis Vuitton (@louisvuitton): 55.5 million followers

Gucci (@gucci): 52.4 million followers Dior (@dior): 46 million followers

Prada (@prada): 33.6 million followers Dolce & Gabbana (@dolcegabbana): 30.7 million followers

Fendi (@fendi): 21.3 million followers Emporio Armani (@emporioarmani): 20.1 million followers
VERSACE X DUA LIPA

Versace×dua lipa

Designer Donatella Versace and singer Dua

Lipa joined forces to create a women's
collection for the Italian
brand - "La Vacanza" (The Vacation)

During the presentation of Versace's Spring-

Summer 2022 collection at Cannes, Dua Lipa
walked the runway as a model, showcasing
two of the season's looks.
VERSACE BRAND AMBASSADORS
JANUARY
20 21 22 23 24 25 26 27 28 29 30 31
MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY

POST ON POST ON POST ON

POST ON POST ON POST ON
SOCIAL MEDIA SOCIAL MEDIA SOCIAL MEDIA
SOCIAL MEDIA SOCIAL MEDIA SOCIAL MEDIA

01 02 03 04 05 06 07 08 09 10
FEBRUARY SATURDAY SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY MONDAY

1st EMAIL POST ON POST ON INSTAGRAM

POST ON FOR LAUNCH SOCIAL MEDIA SOCIAL MEDIA FILTER
SOCIAL MEDIA

11 12 13 14 15 16 17 18 19 20
TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY

CONFIRMATION
EMAIL ABOUT MAIL
POST ON EMAIL INVITES
SPECIAL EDITION POST ON
SOCIAL MEDIA POST ON
COLLECTION SOCIAL MEDIA SOCIAL MEDIA
FEBRUARY
21 22 23 24 25 26 27 28
FRIDAY SATURDAY SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY

PRE LAUNCH DTORE STORE TOUR STORE TOUR STORE TOUR STORE TOUR STORE TOUR STORE TOUR
EVENT LAUNCH WITH CELEBS WITH CELEBS WITH CELEBS WITH CELEBS WITH CELEBS WITH CELEBS
CARNIVAL
POST EVENT
MAIL
MARCH 01 02 03 04 05 06 07 08 09 10
SATURDAY SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY MONDAY

POST ON POST ON POST ON POST ON POST ON

SOCIAL MEDIA SOCIAL MEDIA SOCIAL MEDIA SOCIAL MEDIA SOCIAL MEDIA
MONTH JANUARY FEBRUARY MARCH
ACTIVITIES
PARTNERSHIP/ONLINE
PR
magazines
pre launch
event 3,46,000 Brazilian Reals
inflencer and
celebrity collabs
SOCIAL MEDIA

FACEBOOK
INSTAGRAM
1,87,200 Brazlian Reals
PINTEREST
LINKEDIN
SNAPCHAT
YOUTUBE

EMAIL
10,000 Brazilian Reals
MARKETING
SEO/SEM 42,000 Brazilian reals
TOTAL COST 585200

INR 1 CRORE - 6,66,769

BRAZILIAN Reals
 Digital Swot Analysis
Strength Weakness
All over presence over the digital media Post set should be aligned with the brand's essence

Competitors have much more following on social media

Frequent posts allow consumer to get aware about the brand
Should pay more focus on website

Digital campaigns are always in talk amongst the market

Opportunities
Threats
Should try to enter the AI world
Competitors are coming up with digital usps for their marketing

Introduce virtual try ons

Should come up with more CGI ads

Introduce more consumer engagement

 Refrencing
[Link]
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