versace vita

1

Why Vita?

Versace Vita.

That’s our chosen name for the Versace’s sub brand which focuses on the reconstruction of archival pieces, with a specific emphasis on denim eccentricity. The term Vita, meaning life in Italian, illustrates the commitment to honouring the iconic roots of the mother brand. Just as Versace Jeans Couture, this sub brand caters to a contemporary audience of denim enthusiasts, nevertheless Vita carves a distinctive field by focusing on a harmonious pastiche of avant-garde elements with classic aesthetics.

TABLE OF CONTENTS 1. Why Versace Vita?

2. Subbrand Description 2.1 Subbrand Moodboard 3. Vision, Mission, Values 4. Social & Environmental Commitment 5. USP / Value Proposition 6. Target Demographic Description 6.1Target Group Moodboard 6.2 Consuming Identity Board Marketing Mix (4P’s) 7. Promotion 8. Muse 9. Place 9.1 Physical Retail Environment 9.2 Digital Retail Environment 10. Collection Inspiration 11. Product 12. Price 13. On-product Branding 14. Competitor Analysis 15. Positioning Matrix 16. Visual Identity 16.1 Logo & Typography 16.2 Colours 17. Brand DNA Board

SUB

BRAND

DESCRIPTION

Rooted in Italian heritage, Versace Vita is a niche movement that was crafted as an ode to Gianni Versace’s iconic style. We reimagine, remix and reinterpret iconic Versace elements from various decades with contemporary zeitgeist.

We provide limited edition, curated collections that speak to the eclectic denim maximalists desires for extravagance and exclusivity. Our garments, inspired by archival treasures, transcend trends, promising longevity and craftsmanship.

From denim creations that redefine casual elegance to intricate designs that embody the essence of pastiche, we represent a niche movement and a symbol of eccentric fearlessness.

Choose Versace Vita to live “La Dolce Vita!”.

2

2.1

V

ISION

Versace Vita empowers and celebrates eclectic maximalists to explore a daring style through the lens of pastiche. It is in our heritage to approach design with a fearless confidence while pushing the boundaries of style and dress.

M

At Versace Vita we are dedicated to building a community of niche clientele that embraces individuality and unconventionalism. Our social mission is to provide our customers with curated archival-inspired garments that transcend fleeting trends. As Versace Jeans Couture caters to underground aristocrats, we look after the ostentatious denim connoisseurs.

ISSION

V

ALUES

Unconventional, Reinvigorating, Exclusive, Individuality and Ostentacious Luxury are core values of Versace Vita that underpin the brand’s identity.

Operating and delving deep into this framework, these principles serve as a guiding force that shapes the subbrand’s creative direction.

3

4

SOCIAL ENVIORNMENTAL COMMITMENT Versace Vita, in its majority, aligns with Versace’s protocol regarding the social and environmental commitment.

Nevertheless, we acknowledge the need to elevate our ethical and sustainable practices.

Environmentally speaking, we embrace

sustainability by prioritizing the use of discarded, hand-me-down fabrics, such

as deadstock denim and make use of colours and prints that are

unfashionable in our product offerings.

We are not afraid to advocate for the value of recycling garments and implementation of a sustainable business model. Versace Vita

emphasizes the need for responsible

material choices and is in the process of establishing a more transparent supply-chain based in Europe, particularly in Italy.

In terms of our social commitment, we embrace circular fashion principles by fostering a culture of conscious

consumption. Versace Vita upholds its commitment to durability and

longevity. We support inclusivity by offering gender-fluid pieces to our

community in terms of sizing range,

retail offerings and product styles. We aim not only to contribute to more

sustainable wardrobes, but be part of an ethical and sustainable fashion legacy.

USP Born from the essence of pastiche, Versace Vita is a celebration of archival inspiration and Gianni’s iconic style, that caters exclusively to eclectic denim maximalists. Immerse yourself in a limited edition collection with timeless appeal. By offering a curated selection of products, we pay homage to the world’s most recognised maximalist brand, Versace. Elevate your style, embrace the maximalist within, and make every moment a masterpiece with Versace Vita – “Where pastiche meets denim”.

5

target group description

The Eclectic Maximalist Meet the eclectic fashion maximalists, a niche group of individuals aged 1827. Their take on maximalism is an amusing reinterpretation, highlighted by a laid-back, nonconformist and rebellious attitude.

This group showcases a fearless perspective towards body exposure, embodying self-love and exuberant confidence.

They fluidly move between styles, blending timelessness classics from Weekday and COS with the most recent drops from brands such as Balenciaga, Issey Miyake and Maison Margiela. Vintage markets and second-hand resale platforms infuse their collections with unique, luxury twists. You will catch this group spending hours on eBay bidding over the hottest, latest Robert Cavalli vintage bag find or scouring “Endyma Archive” on Instagram for a Dolce and Gabanna chunky piece of jewellery.

Having a collector mentality outside the mainstream, they consistently post their thrift finds under the hashtag #ArchivalFashion on social media.

With a middle to high income level, their professions and interests span across diverse creative- and design industries. They are content creators, artists, stylists, models and multidisciplinary designers. Often found exploring cultural events, art galleries and unique social spaces, their charisma defines them, making them social butterflies.

The majority is very present on social media, where they opt to share personal content and insights about their chaotic lifestyle. Morning coffee at Yusu, lunch at Wagamama and vintage shopping in the afternoon, followed by ending the day drinking with friends at BarBario or having a smoke at Bulldog, they seamlessly transition from party animals to enjoying tranquil solitary moments.

They influence by not wanting to be influencers and hate being called trendy, owning every room they walk in.

Their digital footprint is significant. Actively participating in fashion communities both online and offline, they share their thoughts on the most recent Paris Fashion Week runway shows, celebrities fashion choices and advertise products on Instagram and TikTok. Cinematically, they lean towards trendy films, spanning various decades with a keen interest in the 80s, 90s and 00s, whilst musically they are a conundrum of musical tastes and genres.

They are more than just consumers, being creators, influencers and definite trendsetters. They stand out from the crowd, with networking being second nature to them. Their connections span over industries, ensuring they’re always at the forefront of social and cultural trends, frequently leading the change. Embracing a “You only live once” mentality, they are the touchstone for artistic, cultural and social forecasting popularity. Overall, they embody a carefree and spontaneous persona, finding comfort in chaos and managing

6

6.1

6.2

consuming identity board 6.2

We will use several promotion strategies to create brand awareness, generate consumer interest and stimulate demand for our products. Firstly, we will craft a distinct and recognizable brand identity by aligning our values with the mother brand.

We will engage with our target audience mainly through social media platforms (Instagram, TikTok), as well as digital marketing campaigns featuring celebrities such as Maneskin bass player Victoria De Angelis.

7

PROMOTION We specifically want Gen Z and late Millennial maximalist fashion bloggers and enthusiasts to pay attention and cover the release of the sub-brand. Besides the main channels, the sub-brand also promotes through the website and newsletters, however these mechanisms operate with a more formal and refined character and tone of voice, characteristic of the Versace brand itself. Moreover, Versace Vita provides to its costumer a seasonal magazine, containing the background and insights about the creative process of each garment, as well as some secrets! The sub-brand employs a lively and attainable tone of voice, that fosters a sense of inclusivity. The invigorating character highlights the sub-brand’s commitment to resonate with its audience, while promoting the luxurious, eclectic garments.

MUSE

8

Victoria De Angelis, 24 years, Musician (Maneskin) Victoria De Angelis is the ideal muse for Versace Vita’s eclectic maximalist target group. Her recent prominence in the fashion scene and relatable, fearless style make her a perfect match for the laid-back, nonconformist attitude of the target audience. With a significant online presence, Victoria’s engagement on platforms like Instagram and TikTok resonates well with the group’s active participation in fashion communities. Moreover, her Italian heritage, aligns with the brand’s roots, making her an even more consistent choice. Overall, her cultural connection, contemporary relevance, and relatable style make her a compelling choice to enhance Versace Vita’s appeal among eclectic maximalists.

PLACE

Physical Retail Environment

9.1

Versace Vita ensures physical accessibility, mainly through the use of retail stores. Targeting the eclectic maximalists, the sub-brand spaces are meticulously curated, embodying the luxurious essence of the mother brand with the daring character of Versace Vita. The retail environment features opulent aesthetics, impeccable lighting and well-organized sections. Gold accents adorn the space against a backdrop of black and white, with vibrant bursts of pink, green and blue. The sub- brand is strategically placed in fashion capitals worldwide such as London, Paris and Milan, in locations as the Dover Street Market or 10 Corso Como, securing direct and access to our main consumers. All these elements create an atmosphere that aligns seamlessly with the sub-brand’s identity and image - A haven for the eclectic maximalists who choose Versace Vita.

9.2

PLACE

Digital Retail Environment

Online, the brand offers a user-friendly website with an extensive range of categories, simplifying access to Versace and Versace Vita. Besides the product offerings, this forum provides data regarding look books, campaigns, fashion shows, projects, etc.

The online environment echoes the mother brand’s sophistication, operating with a more formal and refined character and tone of voice.

Versace Vita products are also available on E-commerce platforms like Zalando and ASOS.

Our limited-edition, first-release collection, Pastiche Eclectica

by Versace Vita, draws inspiration from several eras, cultural and artistic movements and the current zeitgeist. Each piece is a celebration of denim and maximalism, blending contemporary silhouettes with pastiche Versace elements. Taking inspiration from no better maximalist than Gianni, the garments are defined by bold and contrasting colours, clash of prints & materials, intricate silhouettes and gold embellishments, as well as a juxtaposition between rough denim fabrics and opulent silks.

collection inspiration

10

PRODUCT

11

PRODUCT Versace Vita products are positioned as exclusive, aspirational and representative of a curated luxurious style. Ranging in size (XS-XXL), the garments reflect the tastes of the eclectic maximalists, who desire exclusive, re-contextualised replicas that showcase a pastiche blend of styles and reflect luxury and durability, synonymous with the Versace name. From asymmetrical tops to printed bottoms and deconstructed denim garments, the products typify in range, becoming wearable art pieces that illustrate a clash of denim fabrics with vibrant patterns and opulent printed silks with leather and gold embellishments, evoking the opulent Versace aesthetic.

PRICE Positioned within the premium market segment, but acting like an affordable luxury brand, Versace Vita caters to consumers who are willing to pay for exclusivity and craftsmanship of pastiche designs and the Versace wexperience. Our products are accessible to consumers with a middle to high income level, with the entry price of €300 and rising up to €550 depending on the style, design, and material used.

The pricing strategy communicates the value of owning a limited edition Versace piece by maintaining a premium positioning and brand equity. Our Versace FW2002 inspired top is priced at €480, whilst our asymmetrical denim skirt go down in price to €350.

12

on-product branding Our logo comes in two versions. Both the horizontal and vertical versions are presented on the back of every garment.

Our text-based logo, as well as the graphic version, are applied directly in the centre of the fabric lining without any background, just as brands showcase their logos.

13

14

Versace Vita has a distinctive personality of blending pastiche archival fashion with elegant eclecticism. Based on data collected from the competitor analysis, there are several fashion brands that share similarities with Versace Vita in terms of price structure, product offerings and overall brand look and feel.

Dolce & Gabbana, Diesel, Roberto Cavalli are all brands that are currently undergoing a mainstream revival, as the new generation of consumers, Gen Z, decided that vintage is in again.

As far as promotion strategies, Diesel is a prominent competitor, as the brand maintains a consistent social media presence on platforms such as Instagram and TikTok, aiming to leverage consumer insights, advertise new product releases and celebrity endorsements. Contrasting Diesel, another Italian brand, Dolce & Gabbana, lacks vibrancy and consumer interest on their socials, their Instagram page being described as “bland” and “uninteresting” by audiences.

COMPETITOR

ANALYSIS

Rooted in Italian heritage, both of these brands have a strong brand identity and wide product diversity, emphasize good quality and craftsmanship.

As of recent, Gen Z consumers are bringing back Roberto Cavalli after a foreseen increase in interest for the brand. Known to use exotic prints, bold patterns and opulent fabrics, Cavalli invites the consumer into the world of flamboyant Italian fashion. Targeted towards free-spirited, elegant and sophisticated consumers, the brand poses a threat to Versace Vita, offering similar products in terms of design aesthetics, product range and target demographic. To conclude, despite the competitors, Versace Vita assures its place on the market as the first pastiche sub-brand with a focus on denim.

POSITIONING MATRIX

Versace Vita is positioned between the denim maximalist and expensive scope in the matrix, setting itself apart through its distinctive fusion of vintage and contemporary, aligned with Versace’s style and status. In comparison to other brands on the matrix, Diesel stands out in the affordable denim minimalist quadrant, while Versace Jeans Couture provides more accessible maximalist styles towards underground youth culture. Gucci stands in between the denim minimalist and maximalist scope but it’s located at the top of the expensive axis, emphasizing the elevated prices.

Dolce & Gabbana and Roberto Cavalli, sharing the quadrant with Versace Vita, also target the expensive denim maximalist segment, focusing on opulent and maximalist designs. Versace Vita’s unique positioning showcases its commitment to delivering premium, contemporary denim fashion rooted in the Italian heritage, offering a compelling choice for those seeking an exclusive blend of style and luxury.

15

VISUAL IDENTITY

16

16.1

logo Versace has a distinctive logo, the iconic

Versace has a distinctive logo, the iconic

Medusa head which is synonymous with

Medusa head which is synonymous with

luxury and style. We decided to choose

luxury and style. We decided to choose

a new interpretation of the logo, focus-

a new interpretation of the logo, focus-

ing on Medusa’s gorgons sliding down a

ing on Medusa’s gorgons sliding down a

striking letter “V” conveying a paradox

striking letter “V” conveying a paradox

of fear and beauty. The gorgons serve as

of fear and beauty. The gorgons serve as

a warning against vanity and lust, carry-

a warning against vanity and lust, carry-

ing out the unique legacy of the original

ing out the unique legacy of the original

logo.

logo.

It is a simple approach that creates a

It is a simple approach that creates a

memorable experience in both design

memorable experience in both design

and original meaning. This is useful

and original meaning. This is useful

since eclectic maximalists exist in a time

since eclectic maximalists exist in a time

and space that is quite visually stimulat-

and space that is quite visually stimulat-

ing, our logo striking a balance between

ing, our logo striking a balance between

sophistication and edge.

sophistication and edge.

typography

Our text-based logo, titles, and subtitles use two complimentary fonts. Radiant RR Bold and OPTIRadiantBold-Condensed. We opted for a custom monochrome inscription, aligning with the Versace typeface. The fonts illustrate elegance and exclusivity. We attempted to create a sense of familiarity for the Versace Vita consumer. The sleek, black design communicates luxury and sophistication, becoming more iconic over time.

colours

Versace Vita makes use of several colours in its visual identity. Black

for elegance and simplicity, white

for cleanliness and sophistication and gold for luxury and refinement

on top of numerous rich jewel-toned

hues and neons, such as royal blue, emerald green, and fuschia pink, that evoke a sense of energy and

playfulness, inviting the consumer to immerse in a clash of heritage and maximalism.

16.2