Versace: A Legacy of Luxury Leiyla O'Dowd, Shubh Nainani

"Don't be into trends. Don't make fashion own you, but you decide what you are, what you want to express by the way you dress and the way you live" - Gianni Versace

Founded in 1978 by the visionary Gianni Versace, The brand emerged as a symbol of luxury, innovation, and unparalleled style.

His bold and daring designs became synonymous with high fashion, Capturing the essence of a new era in the fashion industry.

Primary Audience/ Positioning

Versace's positioning can be articulated as follows:

"To the affluent and fashion-conscious elite seeking unparalleled luxury, we are the pinnacle of luxury fashion and innovation because we fuse tradition with innovation defining fashions future."

Versace's primary audience is typically individuals with a high disposable income who seek luxury fashion.

The brand caters to a sophisticated and fashion forward demographic that values exclusivity, opulence, and distinctive design.

Touch points

Several marketing techniques across various touch points help identify Versace's primary audience:

Language and Tone (ads): The messaging used by Versace is often aspirational, conveying a sense of exclusivity and sophistication. The language used in advertising and promotional materials is carefully crafted to appeal to audiences that appreciate luxury.

Website: Versaces website is designed to offer a seamless and visually appealing experience. The Layout, navigation, and overall aesthetic reflect a commitment to luxury.

Limited Editions and Exclusivity: Limited edition releases (Holiday Selections) online offerings appeal to a clientele that seeks unique and rare items.

Social Media: Social media posts, particularly on platforms like Instagram, showcase the brand's latest collections, runway shows, and behind-the-scenes content.

Packaging: Versace's packaging is often lavish, featuring high-quality materials and meticulous attention to detail. The packaging itself becomes an extension of the luxury experience.

Stores/Distribution: Versace strategically places its stores in upscale and high traffic locations, targeting areas frequented by their affluent demographic. Stores are often located in prestigious shopping districts globally.

Fashion Shows: Fashion shows are a unique touch point. They provide a direct and immersive experience of the brand's aesthetic and style. They generate excitement and anticipation around a brands upcoming collection.

Dua Lipa x Versace Fashion Show summer 2023

IMC Elements

HEM VS CPM

Versace does use some elements of CPM. However, it's not the primary focus of the brand's marketing.

HEM is more effective for Versace because it appeals to the emotional and aspirational desire of its target consumer.

Persuasion Principles

Liking: Versace leverages principles of liking by associating its brand with aesthetically pleasing visuals, and high profile personalities.

Scarcity: Versace often employs scarcity tactics by releasing limited edition collections and promoting exclusive collaborations.

SUCCESS Elements

Concreteness: Versace emphasizes high-quality and luxurious materials used in their products.

Storytelling: Versace history as a family run business adds a personal touch and narrative to the brand.

Repeated/ varied IMC

Versace has a consistent and recognizable personality resulting in a single voice. Their tone, values, language, and visual identity remain consistent across all of their channels.

Their campaigns and who they collaborate with are what varies within the brand.

Improvements

Versace should leverage its Italian heritage while tapping into cultural trends and collaborating with international designers to cater to diverse regional markets.

Competing Brand

Let me present to you

Urbethh: Where Illusion Meets Reality

A fusion of urban vibrancy and ethnic heritage. We source the finest materials, handpicked with care, and transform them into exquisite clothes that embody both urban sophistication and ethnic charm.

Our tagline, "illusion x reality" encapsulates our belief that fashion is not merely about creating illusions but about embracing the reality of our diverse cultures and traditions.

Our Essence

A fashion brand that interweaves the rich tapestry of Indian and Greek heritage into exquisite clothing.

Our designs embody the strength and wisdom of Zeus, the grace and beauty of Aphrodite, and the mystical allure of Krishna.

How we do it?

We are preserving the legacy of craftsmanship.

We employ traditional techniques such as block printing, hand-painting, direct-to-garment, and batik, each adding a touch of artistry and authenticity to our designs.

We source the finest materials, carefully select each stitch, and meticulously oversee the entire production process.

Quality

Certified as better than Versace in shirts and t-shits, and Essentials in hoodies by experts in the industry.

Social Media will be focused on the Journey of Authenticity and Unveiling the Story

Target Audience: Artists and Individuals between 18-26. Platforms targeted: TikTok, Facebook and Instagram

It's about immersing you in the journey of creation, revealing the authenticity and craftsmanship that lies behind each piece.

An attractive individual or model, embodying the essence of the concept will be used to bring the product to life against the backdrop of its inspiration.

Conceptual Designs: A Journey of Meaning

We draw inspiration from the myths, legends, and philosophies of ancient civilizations, transforming them into wearable works of art.

We believe that each piece holds a unique story, a personal connection between the wearer and the cultural heritage it represents.

Using Fear

Kali Ma - Fierce Protector

This shirt is inspired by Kali Ma, who is the Hindu Goddess of death.

The design is inspired by ancient paintings describing the terror of death along with her protective role as a fierce guardian.

Living Immortals

It is a Greek concept which means the feeling of longing for being beyond time.

Living immortals exist in a realm between the mortal and the divine, their true nature shrouded in mystery.

A reminder that there exists within us a potential for greatness that transcends the limitations of our mortal existence.

Artist's Palette

It is a call to action, encouraging the wearer to embrace their unique gifts and use them to create a more beautiful and vibrant world.

The flowing, organic lines suggest a sense of movement and dynamism, capturing the wearer's spirit of innovation and exploration.

Raavan: The Paradoxical King

Raavan, the enigmatic king of Lanka, is one of the most complex and fascinating characters in Indian mythology.

Raavan's duality, showcasing his brilliance, power, and charisma, while also hinting at his dark side.

This design is a celebration of Raavan's complex legacy, a reminder that even the most flawed among us possess the potential for both greatness and downfall.

Using Music as Visual Art

Floral Rhapsody

This design is inspired by the rich tapestry of Mughal culture. The intricate patterns and vibrant colors evoke the opulence and grandeur of the Mughal era.

Paisley motifs: Paisley motifs are a staple of Mughal art, and they are often used to represent fertility and abundance.

The geometric patterns in this design are arranged in a harmonious and balanced manner, creating a sense of order and harmony.

Innovation - Use of AI

Virtual Shopping

Swipe and select feature so you never select something that doesn't suit you. Provides competitive advantage.

Sustainability at the Heart of Urbethh

No Polyester is used

Our signature vegan silk and pashmina are a testament to our dedication to animal welfare, ensuring that no animals are harmed in the production of our products.

We employ eco-friendly dyeing and printing techniques, minimize waste generation, and utilize sustainable packaging materials.

First Impression is the Last Impression

Unveiling our inaugural product line, "Vintage Desi" in Mumbai on December 15th, 2023.

Using Influencer marketing where each influencer attending our press conference with be assigned one product each for promotion.

Focusing on exclusivity in our decision to launch only one product line at once. Each collection must receive the attention and appreciation it deserves, allowing the brand to fully immerse itself in the narrative of each design.