LUXURY MANAGEMENT

Submitted By-Dipraj SinhaMukesh DhurveSanjeet SinghVitika 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

• 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

PLACES

Because of it’s 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 time.

BRAND IDENTITY

RICHCRAZY

HIPPIE

‘Gianni Versace was a talented vulgarian’.- acclaimed fashion biographer and journalist Jane Mulvagh.

• 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

PHASES

• 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

BUSINESSPROCESS

Lot of campaigns for promotionScattered Huge showrooms all over the worldSales Promotion

MARKETINGSTRATEGIES

Website Countdown

• 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.

REBRANDING OF VERSUS

• Facebook, Youtube, Twitter, Instagram and Google+

• Teaser images and #NewVersus.

• http://www.versusversace.com – New and Luxurious

SOCIAL MEDIA.HOW MUCH SUITABLE ?

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

• 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.

Headquarter at Paris

PLACES

• 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.

BRAND IDENTITY

Elegance Attention to Detail

Luxuriousness

Desirability

StylishnessDistinguished Quality

“one with a story behind it.”

OFFERINGSMen’s & Women’s leather goods, ready‑to‑wear, travel, shoes, watches, accessories, books &stationery, pet

• 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• Products with inorganic serial numbers – no bar

coding or number coding.

PRODUCT AUTHORIZATION

• Store Establishment in Prime Locations• Brand Enhancement through Flagship Stores - transmission of

the brand identity calls• Principle of Flawless Repairs - LV’s 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.

BUSINESS PRACTICES

• Demographic segmentation - 22 to 65 years of age.

• Individuals with income of US$5,500 or higher per month.

MARKETSEGMENTATION

Self – Indulger

46%

Status Seeker21%

Quality Seeker33%

PROMOTION

• 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 LV’s promotional strategy, LV

hold extravagant parties with calculated timing.• Principle of the Excuse of Supply Shortages• Principle of Pledging Allegiance

MARKETINGSTRATEGIES