LUXURY MANAGEMENT

Submitted ByDipraj Sinha

Mukesh Dhurve
Sanjeet Singh
Vitika Mehta

 Founded by Gianni
Versace in 1978.
Luxury brand items
range from luxury
clothing for both
men and women to
accessories,
makeup, and even
home furniture.

Donatella Versace Artistic Director

PLACES
Headquarter in Milan, Italy
81 showrooms across - Brasil, Bulgaria, Spain, UK,
Australia, China, Hong Kong, Indonesia, Japan,
Macau, Malaysia, South Korea, Taiwan, Thailand,
Qatar, Saudi Arabia, UAE, North America, USA
- Quick Spread, Positioned itself very quickly in semi-luxury brand

Main showroom - Milan

BRAND
IDENTITY

Because of its attractive brand name, sign and

symbol on the products they produce, customers
all over the world recognize Versace easily.
- FLAMBOYANT, Versace was among the first to
revive the cat suit, bring back the mini skirt,
use bright neon colors, show tights worn as
trousers and bring back the bustier and bead it.
- In 1982, Versace broke the mould when he
revealed his metal mesh dresses for the first
Gianni Versace was a talented vulgarian.
time.
RICH
CRAZY

- acclaimed fashion biographer and journalist Jane Mulvagh.

HIPPIE

PHASES
Late 1970s Foundation Versace opened his first Milanese boutique and brought out his
first menswear collection in 1978.
Showmanship Drives Design House in 1980s
Gianni Versace cultivated symbiotic relationships with arts and artists, especially in the
areas of theater, popular music, and dance and fashioned the costumes and clothing that
kept the famous looking chic, and his clients served as walking billboards for the
designer's wares.
March 1985 - introduction of Versace's first Istante collection, a ready-to-wear line of
"conservative-chic - targeted at a younger, trendier audience.
Rapid Diversification Paces 1990s Expansion
Gianni killed 1997
Re- emergence 2011 Profits again

BUSINESS
PROCESS

Business diversification on lines of Armani,

Nearly all of Versace's manufacturing moved to
external Italian suppliers, keeping only the
initial production steps, such as pattern-making,
in-house.
Now Versace's supply chain is centralized in one
location near Milan, Mr. Ferraris said.

Versace Couture - relaunched for Spring

Summer 2012

MARKETING
STRATEGIES

f campaigns for promotion

ered Huge showrooms all over the world
Promotion

Website Countdown

REBRANDING OF
VERSUS
Built excitement for
the through a
comprehensive social
media and digital
campaign COUNTDOWN
Brand aims techsavy
group of young rich
carefree consumers.
Features iconic pieces
from Versace heritage.

SOCIAL MEDIA
HOW MUCH SUITABLE ?
Facebook, Youtube, Twitter,
Instagram and Google+
Teaser images and
#NewVersus.
http://www.versusversace.com
New and Luxurious

BAGS?......
LOUIS VUITTON

 Louis Vuitton (LV)

was founded in
1854 by Louis
Vuitton.
Headquartered in
Paris, France
Established name
in the luxury goods
segment.

Louis Vuitton Founder

PLACES

Headquarter at Paris

The company currently

serves 12 different
countries.
Has 60 percent market
share in luxury goods.
Brand valued at $22 billion
and annual revenue of
$3.5 billion dollars
Louis Vuitton is positioned
among the most powerful
and valuable brands in the
world.

BRAND
IDENTITY

one with a story

behind it.

The company has developed a wide range of innovative

designs ever since hiring artistic designer, Marc Jacobs, and
has a series of limited edition products.
Distinguished Quality
Elegance

Luxuriousness

Attention to Detail

Stylishness

Desirability

OFFERINGS
Mens & Womens leather goods,
readytowear, travel, shoes, watches,
accessories, books &
stationery, pet

PRODUCT
AUTHORIZATION
Enlightenment campaigns
Distribution of warning notices
Registration of trademarks and designs prohibiting misalignment of the L and V
monogram
Principle of ignoring the demands of the
masses does opposite
Principle prohibiting licensing
Principle of special orders take customized
orders

BUSINESS
PRACTICES
Store Establishment in Prime Locations
Brand Enhancement through Flagship Stores - transmission of the
brand identity calls
Principle of Flawless Repairs - LVs repair service is famously
renowned as a service which wins over the trust of customers and
provides a sense of stability to the brand strength.
Principle of Store Concept Individualization in harmony with the
urban areas around them
Supplementing Stores with Paid Catalogues - LV produces
catalogues every year which contain a lot of information. It comes under
a hefty price.

MARKET
SEGMENTATION
Demographic
segmentation - 22
to 65 years of age.
Individuals with
income of
US$5,500 or
higher per month.

Quality
Seeker
33%

Self
Indulger
46%

Status
Seeker
21%

PROMOTION

MARKETING
STRATEGIES

Principle Prohibiting Television Commercials

Principle of Emphasis on Publicity - PR through mass media
such as magazines and newspapers.
Principle of Brand Muse - Empress Eugenie, Maharaja of Baroda
in India, Coco Chanel, Audrey Hepburn, Luchino Visconti and Alain
Delon, Lindbergh, Sharon Stone
Having Customers Lined up at Stores - window shoppers
Extravagant Parties - As part of LVs promotional strategy, LV
hold extravagant parties with calculated timing.
Principle of the Excuse of Supply Shortages
Principle of Pledging Allegiance