1. Select a fashion business to investigate – VERSACE
2. Gather required information from both primary sources (observing and interviewing) and
secondary sources (stockholder reports, retail statistical reports, business references, trade
publications, consumer publications). Use both ‘brick and mortar’ locations and web site
‘click and mortar’ locations.
Store/Designer image:
– How do they carry their merchandise image throughout their company?
– Selling and other customer service techniques
– Merchandising techniques/visual displays/floor plan, and interior and
exterior features. Use course concepts from the film shown in class.
How are the features identified above combined in an overall effect
that was intended by the company? Explain;
atmosphere, services, sales staff and customers. To whom does the store
cater? Classification (see notes, e.g. women’s, petites, juniors, jewelry, etc.)
– If there is not a store and it is a brand, how do they build their image
through packaging, design, and advertising?
Types of advertising and publicity
– Identify types of advertising
– Identify recent promotions
– Publicity (non paid) related to the store
Corporate Responsibility-
– Does the company follow any ethical codes? If so what are they?
– Has this company had ethical issues/ problems? How did they solve these
issues or how would you suggest they do so?
– Where can the company improve upon professional ethics
– How is the company tied to the community? Identify specific example/s
Versace, the renowned Italian luxury fashion house, has been an iconic brand in the fashion industry for decades. This investigation delves into how Versace maintains its merchandise image, implements selling and customer service techniques, utilizes visual displays, and integrates corporate responsibility into its overall business strategy.
Versace consistently maintains a luxurious and opulent merchandise image throughout its company. The brand’s signature bold and vibrant designs, distinctive Medusa logo, and use of high-quality materials contribute to a strong brand identity. The company ensures that its products, whether available in brick-and-mortar locations or on its website, reflect the core essence of the brand.
Versace is known for its exceptional customer service that aligns with its luxurious image. In-store, well-trained sales staff cater to customers with personalized assistance, ensuring a high level of customer satisfaction. Additionally, the brand offers exclusive services, such as made-to-measure and customization options, creating a sense of exclusivity and indulgence for its clientele.
The merchandising techniques at Versace stores emphasize the allure of luxury and elegance. The visual displays are carefully curated to showcase the latest collections, often incorporating artistic and dramatic elements that captivate customers. The store’s interior and exterior features exude sophistication, reflecting the brand’s vision for a unique and memorable shopping experience.
Versace’s meticulous combination of merchandise image, customer service, and visual displays creates an overall effect that resonates with its target audience: affluent individuals who seek high-end fashion and a lavish lifestyle. The atmosphere in Versace stores is welcoming yet exclusive, attracting fashion-forward consumers who appreciate the brand’s distinctive style.
As a brand, Versace extends its image through well-designed packaging that complements its luxurious products. The iconic Medusa logo is often incorporated into the packaging, reinforcing brand recognition. Versace’s advertising campaigns emphasize glamour, sensuality, and boldness, appealing to its target demographic. The brand utilizes various media channels, including social media, print publications, and celebrity endorsements, to reach a wide audience.
Versace’s advertising strategy includes showcasing its collections during prominent fashion weeks, collaborating with influential designers, and partnering with celebrities to feature in its campaigns. The brand also engages in digital marketing to connect with younger audiences. In terms of recent promotions, Versace frequently offers exclusive limited-edition collections and collaborates with artists, further enhancing its desirability.
Versace has demonstrated its commitment to corporate responsibility through several initiatives. The company follows ethical codes, including sustainable sourcing of materials and responsible manufacturing processes. Versace also supports various charitable causes related to education, arts, and social welfare.
While Versace has generally upheld ethical standards, it faced occasional controversies related to cultural appropriation and diversity representation in its campaigns. To address these issues, the company should diversify its creative teams and engage in meaningful collaborations with artists from different backgrounds. Additionally, Versace could initiate partnerships with organizations dedicated to promoting inclusivity and diversity within the fashion industry.
Versace actively engages with communities by supporting local arts and cultural initiatives. The brand sponsors fashion events, provides scholarships for emerging talents, and participates in charitable endeavors. Such efforts not only strengthen its brand image but also demonstrate its dedication to giving back to society.
Versace’s success in the fashion industry is attributed to its unwavering commitment to a luxurious merchandise image, exceptional customer service, and captivating visual displays. By upholding corporate responsibility and engaging with the community, Versace not only appeals to its target audience but also stands as a role model in the fashion world. Continuously refining its ethical practices and community involvement will further solidify Versace’s position as a global fashion powerhouse.
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