1
2
V E R SVersace ACE
3
CONTENT
4-5 Excutive Summary
6-7 Chosen Brand 8-9 Gianni Versace
10-11 Brand Identity 12-13 Donatella Versace
14-15 Brand Consumers 16-17 Brand Positioning 18-21 Communication Mix 22
Bibliography
4
EXECUTIVE SUMMARY
Creating in-depth research into the famous brand Versace has allowed me to see how inspirational they have been in the fashion community. Since the start they have designed unique garments which attract consumers because other competitors don’t create anything similar. Being a family influenced business it has allowed them to add their own personal touch to every collection. Unfortunately Gianni Versace’s (the creator of Versace) life was taken from us in 1997, which shocked lives everywhere.
5
6
CHOSEN BRAND Designer Gianni Versace is known for bringing an artistic touch to the fashion industry. Versace was very interactive with famous figures such as Madonna, Princess Dianna, Elton John, Tina Turner and most recently Michelle Obama who wore Versace for her final state dinner. During the 1980’s and 90’s Versace became one of the top designers in the industry. His first collection was created in 1978 and in 1989 was the birth of his couture collection, this added to his other clothing lines. Producing luxury clothing, accessories, fragrances, makeup, and homeware Gianni Versace was known for being one of the most popular fashion designers during the 20th century. Providing the world with clothes made of innovative materials such as plastic, metal, and leathers. This began under the influence of his mother who owned a clothing shop where Versace would watch his mother make clothes and take inspiration from women who would shop there. From a particularly young age, it is thought that Versace knew he would be involved in the fashion world as a designer. Gianni also had high interests in art and music, which led him to study architectural drafting.
At 18 years of age Versace during he became a buyer for his mother, which allowed him to explore the fashion industry whilst travelling Europe. Designing clothes by the age of 22 Versace was scouted by a local clothes maker to design a clothing line; this then was sold in Francesca Versace’s store. During early 1970,’s was the beginning of Versace’s true success, flying to Milan Versace was asked by Salvatore Chiodini and Ezio Nicosia to rush over and design a collection, which then became summer wear for Florentine Flowers clothing mill. Also during this period Milan became the fashion capital, this was a turning point for the fashion industry with the hiring of Versace. After Versace’s tragic death in 1997, his younger sister Donatella Versace took over the role as creative director and added an instant flare, which only she could have provided. With a true understanding of how Gianni Versace worked Donatella certainly carried on the true legacy and reputation, Versace already had. Versace now has over 300 stores worldwide including an astonishing 108 being in China alone and only 12 in its country of origin, which is Italy.
7
8
9
GIANNI VESRSACE
10
11
BRAND IDENTITY Brand identity to ( investopedia ) is “how that business wants to be perceived by consumers” Versace communicates with their consumers on many different levels however something that stood out for me was Versace’s use of the Medusa head. This appears on almost every item, Medusa symbolises in Greek mythology, which Gianni Versace was very taken by. The choice to use it was deliberate as it emphasises luxury and beauty within art. Medusa
was thought to be very beautiful and in Greek mythology Medusa is one of three Gorgons, it is thought goddess Athene turned her into an awful sight, where her hair was replaced with snakes, and her teeth wild Born in Southern Italy, (a place known for ancient times) Versace took great interest in the magnificent cities and states remaining in the greater parts of Greece when he was younger. Greek companionship has been among the area in which Versace lived leading on to how
Versace became so intrigued. Versace always took inspiration from his heritages, which is still clearly stated through the use of Medusa in collections today. Using this symbol allowed Versace to be recognisable all over the world, it expresses a high sense of luxury and a true sense of hand crafted detail. Another major influence is celebrity endorsement. Versace himself was the first designer to publicly fill the front row of his fashion shows with celebrities who were then photographed in high up advertising campaigns shot by famous photographers such as Helmut Newton who has previously worked for magazines such as Vogue. Celebrity endorsement has led to greater things in today’s fashion, it allows trends to be set and persuades consumers on a larger level to buy the products.
12
“ In mythology, the medusa can petrify people with a look- which is a good thing, I think. But the medusa
13
is a unique symbol- something strong. It’s about going all the way.� Donatella Versace
14
15
BRAND CONSUMER
Versace prides them on being an elegant brand that markets to the privileged consumer groups. Over time Versace has developed a wide target market by creating many different successful collections including there Versus line, which is aimed towards the younger generations. Italian fashion branch Versace aims to target urban younger consumers within there launch campaigns for Versace’s ‘Versus’ clothing line. Versace built up such high energy for the rebranding of Versus using social media and digital campaigns for the launch of the May 15 collections in New York. They used this due to the consumers they are trying to target. Social media is highly attractive to the younger viewers and Donatella Versace (Gianni’s sister) wanted to recreate Versus and re-establish it as the younger spirit of Versace itself.
Upping their digital marketing campaigns Versace’s ‘Versus’ range was used in order to incorporate social media as a marketing platform. They also set up their own website which allowed consumers to have access to all social media Versace may be on and give them the online buying experiences. Online campaigns were designed to attract younger generations and put more energy into new collections, which may have been coming out at the time. The Versus line started in 1989 and began again in 2009. After a long four year break in 2012 Versace made an announcement that J.W. Anderson would be designing their new collection. Targeting the younger consumers they introduced social media which included Facebook, Instagram, twitter and Google + profiles for Versus and Versace.
Targeting the younger consumers they introduced social media which included Facebook, Instagram, twitter and Google + profiles for Versus and Versace. They have incorporated trends such as the hash tag across social media channels. Versace encourages consumers to like their pages and sign up which will allow them to see behind the scenes of projects and designs for new collections. Recently Versus have announced they’re partnering up with famous singer Zayn Malik who is the former band member of One Direction. Zayn Malik is also aimed at the younger generation’s which may encourage fans of his to follow the new line and possibly take an interest in purchasing it. Malik has been chosen to design a collection which will debut in stores worldwide and on the Internet in the upcoming may season 2017.
16
BRAND POSITI ONING
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. Versace attracts people with high purchasing power and people who want to take the time and invest their money in designs and patterns, which have an elegant couture, feel. There emotional selling points could be their perfume collection or home wear as they are all very nice and luxurious however you don’t need them but after seeing the collections feel the urge to want them. The position there in gives them much strength such as being excluding and intricate in their collections, this is a unique selling point as not many of their competitors produce designs like they do. They have a well established brand image and reputation on a global scale, which comes from producing high quality luxury goods. All celebrities who enjoy looking creative and sophisticated endorse Versace items. Versace’s main competition belongs to designers such as Christian Dior, allows Versace to spread across many individual markets for example, home ware. This is a good positioning for Versace because it gives them an advantage over competitors who don’t expand into other markets other than fashion.
17
18
C O M M U N I CATI O N MIX
19
Versace uses a range of famous faces to indulge consumers into looking at their products and collections. Celebrities such as Gigi Hadid and Lady Gaga have been big sensations with Versace allowing the company to interact with fans of both the famous figures. Using Lady Gaga for the 2014 collection was very interesting as Gaga was styled very familiar to how Donatella is. This was the first advertisement for the welcoming of the newer and younger Versace. Versace’s advertisement includes sophisticated commercials using recent collections and fragrances that have been brought out. However Versace’s recent video of Gigi Hadid has been criticised for playing the role of a mother but being too young for it. New winter 2016 campaign called out the designer for the video having many issues with the advert for an act of racism due to the young girl having a chain wrapped around the baby stroller.
20
Other Communications
21
Events such as catwalks, showroom exhibitions and celebrity endorsement all play a key role in Versace’s communication mix. Social media also play a prominent part for Versace. They keep up to date with Facebook, Instagram and twitter to allow the younger consumers to access an online version of Versace’s reality. Versus (sister brand to Versace) was aimed to target a much younger gen-
eration than Versace, which is why they decided to use digital campaigns compared to previous endorsements they’d used.
oration with the famous liqueur Disaronno. Money went to a charity called ‘fashion 4 development’ where it allows women to have more opportunity in the A countdown is now included fashion world. This was a great on the Versace website when a way to market as people were still new collection is about to come interested in buying the limited out. This allows consumers to addition however were still givfeel involved in the work going ing to charity at the same time. on. Another opportunity they offered involved charity, this was included in a recent collab-
22
Bibliography Images used; https://mir-s3-cdn-cf.behance.net/project_modules/disp/6fa8f811615923. 560fa9841a5a4.jpg-page 1 http://a3.files.fashionista.com/image/upload/c_fit,cs_srgb,dpr_1.0,h_1200,q_80,w_1200/MTIwOTIzNzQxMjE0NjYwNDk4.jpg- page 2 https://mzjlyn.files.wordpress.com/2008/06/versace-house.jpg - page 5 http://uk.versace.com -page 7 and 19 http://gevrilgroup.com/images/gianni-versace-bio/Gianni%20Versace- page 9 https://cdnb.lystit.com/photos/430d-2014/01/24/versace-black-medusa-leather-shoulder-bag-product-1-16988312-5-985879934-normal.jpeg- page 10 http://www.luxurywatchesbrand.com/wp-content/uploads/2014/09/versace-head-medusa.jpg- page 11 https://s-media-cache-ak0.pinimg.com/originals/b0/75/0f/b0750f81610e6d0eaa231c7b25a73c98.jpg- page 12 , 13 and 15 http://www.dailymail.co.uk/femail/article-3833901/He-s-fashion-Zayn-Malik-teaming-Versace-create-clothing-collection-s-thanks-Gigi-Hadid.html- page 14 https://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=0ahUKEwiTho3M1LnQAhWHXhQKHRzuANAQjBwIBA&url=http%3A%2F%2Fimages7.webydo.com%2F92%2F9223581%2F3958%252FB2CE2A13-1CC3-293A-AE02-042D1A73B076. png_400&psig=AFQjCNFhDuh_GnPbw-Wrakk87T4TLn2rjw&ust=1479811238798355&cad=rjt- page 16 http://akns-images.eonline.com/eol_images/Entire_Site/201402/ rs_634x845-140102084710-634.Lady-Gaga-Versace-Topless-Campaign.jl.010214.jpgpage 17 http://www.globalblue.com/destinations/italy/article568824.ece/binary/versace_ss16_ ad_campaign.jpg- page 20 http://cdni.condenast.co.uk/720x1080/s_v/VERSACE_SS2015_2_glamour_4dec14_ pr_b_720x1080.jpg - page 21
23
Gathered informationhttp://www.biography.com/people/gianni-versace-9517836 http://www.versace.com/international/en/about-us/company-profile.html http://www.encyclopedia.com/people/literature-and-arts/fashion-biographies/ gianni-versace http://www.fashionintime.org/history-of-versace/ http://www.fragrancex.com/products/_bid_versace-am-cid_perfume-amlid_v__brand_history.html Vogue Magazine ELLE Magazine Harpers Bazar http://fashion.infomat.com/gianni-versace-designer.html