Submitted by : Gitika Mathur Bft Sem V

TIMELINE

“I'm trying to break the border between chic and shock." -Gianni Versace

•1946: Date of Birth = December 2 in Reggio Calabria, Italy (small underprivileged Italian town) •1972: Moves to Milan- brother Santo soon follows to help. •1970s: By mid 70s Gianni gets his big break- Genny and Callaghan hire Gianni to design their leather and suede collections •1978: Gianni presents his first Versace signature collection at Palazzo della Permanente Art Museum in Milan •1978: Opens first boutique in Milan at Via dellaSpiga •1985: Introduction of InstanteVesa = “conservative chic”1989: Introduction of Atelier Versace = custom made fashions •1989: Introduction of Versus Line - Donatella’s venue = younger trendy audience •1991: Introduction of Versatile Line = specialized for full figured women •1991: Introduction of Versace Jeans Couture = casual based on jeans •1993: Introduction of Home Signature = tableware, bath & bed linens, lamps, etc. •1997: Introduction of Versace Makeup •1997: Assassination of Gianni Versace

GENNY AND COMPLICE. 1978 : THE GIANNI VERSACE COMPANY IS LAUNCHED WITH A WOMEN‟S WEAR COLLECTION IN MILAN UNDER THE NAME GIANNI VERSACE DONNA. DIRECTED BY PIER LUIGI VERONESI). HE DESIGNS HIS FIRST PRÊT-À-PORTER COLLECTIONS FOR CALLAGHAN. MILAN. VERSACE'S COSTUMES ARE FEATURED IN STAGE EVENTS WORLDWIDE . GIANNI VERSACE BEGINS AN ONGOING COLLABORATION WITH LA SCALA THEATRE.1972 : AT THE AGE OF 25 GIANNI VERSACE MOVES TO MILAN. 1982 : VERSACE‟S „OROTON‟ – A METAL CHAIN-MAIL INVENTED BY VERSACE – IS LAUNCHED IN HIS COLLECTION PRESENTED AT THE PARIS OPERA. DESIGNING COSTUMES FOR JOSEPHS LEGENDE (RICHARD STRAUSS.

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the medusa was the best option for him as “she is the epitome of fatal attraction”. .Versace logo is symbolically linked to Greek mythology. The designer logo was invented in 1978 by Gianni Versace who was obsessed with classic themes. and devilish character from Greek mythology. which shows the snake-entwined head of Medusa. which turned onlookers into stone. So.

known as „The Versace Myth "The company “designs.“Contrasts are the keys to my creations. . and they provide a boundary-free.” Gianni’ Brand Values : Versace is centred round the idea of combining a world of fashion with glamour and sexiness.”Versace make a lifestyle for their customers through the products that they offer. distributes and retails luxury products from haute couture to prêt-a-porter collections. manufactures. The idea of luxury has stuck with them since the launch in 1978. jewellery and perfumes. consistent and glamorous brand to their clients and customers.

PRODUCT LINE There are several lines which make up Versace: •Versace Couture •Versace Jeans Couture •Versace Home Collection •Versus •Versace Collection •The Palazzo Versace .

.VERSACE COUTURE • contains High end •Often hand made apparel •Jewelry •Watches •Fragrances •Cosmetics •Handbags •Shoes •Home furnishing Donatella Versace directly heads this line and designs a vast amount of the items.

• the logo is discreet and consist in a hollowed V surrounded by the classic Greek frieze or is signed in all word with the word "collection" written smaller in black at the bottom line of the name Versace.VERSACE COLLECTION •It is the second high end line of the group and is designed towards younger more fashioned people. .

and 1800 multi-brand points of sale. •This line is distributed through 56 boutiques and flagship stores. . The name was often printed on t-shirts. including Internet-based shops. It is readily available and comparably affordable. Versace Sport encompassed active wear and accessories.VERSACE JEANS COUTURE •A Casual clothing line •Focuses on informal clothing and high end denim and classic Versace print shirts.

VERSUS •STARTED IN 1989 •Gift by Gianni Versace to his sister Donatella Versace •Versus grew to include menswear. fragrances and its own (sub) diffusion line. . •First Fashion Show.Milan • 2004 – Shut down for Menswear etc.

furniture. lamps and accessories.VERSACE HOME COLLECTION •The collection ranges in every room of the house with a wealth of tips on the subject of bed linen. table linen and towels. .

•Gianni Versace store in Emporio Mall in Delhi in February 2009. which entered into an exclusive franchisee agreement with Versace mainline and Versace jeans couture (VJC) by Versace in 2007 •Gianni Versace – luxury apparel and accessories store at the Trident Mumbai.VERSACE INDIA •Blues clothing. .

425.VERSACE INDIA •Versace‟s high end mobile phones will enter into the country with a price tag of up to Rs. .000 •The company has launched two variants of „ Versace Unique‟ mobile.

•The main building was designed by chief architect Rocco Magnoli in Postmodern architectural style in a broad interpretation of Neoclassical Architecture.PALAZZO VERSACE : DUBAI AND GOALD COAST •Palazzo Versace gold coast was one of the first Fashion Branded Hotels. .

Each evening there is a Seafood buffet dinner or guests can choose from the a-la-carte menu. Vie Bar + Restaurant overlooks the private marina and Broad water. . Barocco serves full buffet breakfast and ala-carte lunch daily.It features 3 award winning restaurants: Vanitas is the premier dining restaurant offering innovative cuisine and a wine cellar of rare quality. which serves as an idyllic meeting area perfect for Morning or Afternoon Tea or Champagne High Tea. The chic bar and restaurant specialises in contemporary cuisine while offering a relaxed atmosphere. Guests can choose from the 6 course degustation menu or to dine a-lacarte. Le Jardin is a distinctive bar.

• A high-end. The label will be launching a new line under the Young Versace brand that will be directed towards children from infancy to age twelve who are looking for a playful.Young Versace •The House of Versace recently announced their newest fashion venture—children’s wear. and colourful collection in line with the brand’s essence. glamorous. with a touch of rock’n'roll. . rock’n'roll vibe.

The brand will give it another go-around by debuting the new collection in Spring 2012 during the international children’s wear exhibition.•Versace has ventured into children’s wear before under Versace Young. . but the line was discontinued in 2004.

. The target customers are basically the celebrities and stars.PRICE RANGE AND TARGET CUSTOMERS The price range of Versace products itself defines its target customers. suits are priced around 5000$.com) The Versace brand has designed their target audience along with their clothes. and they go hand in hand. etc. belts and wallets are all expensive and they mainly cater to high end consumers. Target Audience “APPEALS TO A MAN WHO LIKES TO LOOK SHARP AND STRIKING” (versace. Its couture dress starts from 10000$. The brands products create the lifestyle and the customers live this. Handbags.com) “CONFIDENT. Recently however Versace has tried to expand their audience and brand creating collections for high street store. H&M. STYLISH WOMEN WHO ENJOY LOOKING BOTH SEXY AND SOPHISTICATED” (versace. Fashion accessories like timepieces are nowhere close to affordable by a middle class or upper middle class person. Madonna. Versace clothes are generally worn by stars like Nicole Kidman.

While doing so. one may actually be spending more time over the ad.MARKETING STRATEGIES •ATTRACTIVE ADVERTISEMENTS: •The recent trend seems to be arranging the photos upside down so that one would turn the magazine around. . •The Versace ad campaign features Simon Nessman dressed in a glamorous shirt and a pair of trousers which reveal a gorgeous tumescence.

There are many websites available selling the Versace products online. Celebrities wearing their clothes to award ceremonies and events create hype around the brand and get people talking about it.•Like most luxury brands Versace likes to make an impact with their print advertisements. It was make people want the lifestyle that Versace can offer. From Versace official website you also can get many products information. You also have the product reviews and other information from these sites. •Versace Online People who cannot buy Versace products from the boutiques for staying far away can have all the products online. .

•Adds to their perfumes.SWOT ANALYSIS STRENGHTS •Well known successful brand •Have branched out in different industries •Quality Products. •Economy. THREATS •High Street Replications. . •Make up range. Weakness •High Price •A lot of competition Opportunities •Growing Demand.

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