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 chic1989: Introduction of Atelier Versace = custom made fashions 1989: Introduction of Versus Line - Donatellas 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

1972 : AT THE AGE OF 25 GIANNI VERSACE MOVES TO MILAN. HE DESIGNS HIS FIRST PRT--PORTER COLLECTIONS FOR CALLAGHAN, GENNY AND COMPLICE.

1978 : THE GIANNI VERSACE COMPANY IS LAUNCHED WITH A WOMENS WEAR COLLECTION IN MILAN UNDER THE NAME GIANNI VERSACE DONNA.

1982 : VERSACES OROTON A METAL CHAIN-MAIL INVENTED BY VERSACE IS LAUNCHED IN HIS COLLECTION PRESENTED AT THE PARIS OPERA. GIANNI VERSACE BEGINS AN ONGOING COLLABORATION WITH LA SCALA THEATRE, MILAN, DESIGNING COSTUMES FOR JOSEPHS LEGENDE (RICHARD STRAUSS, DIRECTED BY PIER LUIGI VERONESI). VERSACE'S COSTUMES ARE FEATURED IN STAGE EVENTS WORLDWIDE

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

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

VERSACE COLLECTION
It is the second high end line of the group and is designed towards younger more fashioned people. 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 JEANS COUTURE

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

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, furniture, lamps and accessories.

VERSACE INDIA
Blues clothing, 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. Gianni Versace store in Emporio Mall in Delhi in February 2009.

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

PALAZZO VERSACE : DUBAI AND GOALD COAST

Palazzo Versace gold coast was one of the first Fashion Branded Hotels.
The main building was designed by chief architect Rocco Magnoli in Postmodern architectural style in a broad interpretation of Neoclassical Architecture.

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

Young Versace
The House of Versace recently announced their newest fashion venturechildrens wear. 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, rockn'roll vibe. A high-end, glamorous, and colourful collection in line with the brands essence, with a touch of rockn'roll.

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

PRICE RANGE AND TARGET CUSTOMERS

The price range of Versace products itself defines its target customers. Its couture dress starts from 10000$, suits are priced around 5000$. Fashion accessories like timepieces are nowhere close to affordable by a middle class or upper middle class person. Handbags, belts and wallets are all expensive and they mainly cater to high end consumers. The target customers are basically the celebrities and stars. Versace clothes are generally worn by stars like Nicole Kidman, Madonna, etc.

Target Audience APPEALS TO A MAN WHO LIKES TO LOOK SHARP AND STRIKING (versace.com) CONFIDENT, STYLISH WOMEN WHO ENJOY LOOKING BOTH SEXY AND SOPHISTICATED (versace.com) The Versace brand has designed their target audience along with their clothes, and they go hand in hand. The brands products create the lifestyle and the customers live this. Recently however Versace has tried to expand their audience and brand creating collections for high street store, H&M.

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

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

SWOT ANALYSIS
STRENGHTS
Well known successful brand Have branched out in different industries Quality Products.

Weakness
High Price A lot of competition

Opportunities
Growing Demand. Make up range. Adds to their perfumes.

THREATS
High Street Replications. Economy.