Chapter 7- Business Marketing

Versace has clearly evolve into business to business electronic commerce even having social media accounts to connect with alliance organization. 

Versace has a great success with their choice of strategic alliances like their strategic partnership with h&m for the "versace for h&m" which grossed a great amount. 

"Les pettis" for carrying their "young versace". Exposing their collection with the competition fendikids.

Versace derived demand is highly demanded overseas. 

Versace business to business online exchange is available at their website. Versace.com 

Chapter 8- Segmenting and Targeting

Versace target market is middle class young single to older married.

 

Targeting the young single through their new product " Young versace". Targeting married couple with kids clothing and accessories with there infant through 10 years old.

They took a good geographic segment approach to open up the "Young Versace" in India. At the biggest kids clothing store "les pettis". 

Creating the concentrated targeted strategy to evolve the new product     " Young Versace". It's own segment of versace in kids clothing. 

Chapter 11- Developing and Managing Products

Versace's new product is their kids clothing, "Young Versace".



Young versace is a luxury kids line that ranges from infants to 12 year olds. Versace's new product expanded their target market from infants (young versace) to 65 years old ( versace home collection). Also got versace in competition with the other luxury kids clothing like FendiKids, Baby Dior and others for the highest grossing consuming group " Tweens".















Versace tested their "Young Versace" in India. Entering their new product directly into the competition. On march 22, 2013,  entering into a Franchise agreement with Les Petits to sell its range in india. Les Petits is the first multi- brand luxury store for kids' apparel and furniture.

Chapter 16- promotional planning for competitive advantage

Versace is an interpersonal communication company connect ing with customers and potential customers face to face. 

But Versace does communicate in masses. Usually Internet and magazine ads on fashion website and magazines like Vogue and GQ as their channel. They currently don't have a televised commercial in promotion. Honestly has anyone seen a Versace commercial beside the collaboration they had with h&m? 

Versace is currently having promotion of their latest fragrance ".   "that's being promoted by the head fashion  all over Europe because Donatella is busy. Opening their first british designed boutique in Dubai. which also is a new country for Versace.

Chapter 10- product concepts

Versace is a shopping and special product. There are several product lines that creates the width of the product mix.

The product lines are men's and women fashion and accessories, eyewear, young Versace, Versace homes, carnitas accessories, fragrances, fine jewelry and watches with a good amount of depth in each product with price ranges to satisfy any middle class people.

Versace's service mark, the "medusa head" has trademark.

Versace uses persuasive labeling by placing logos on all their packages.

Chapter 18- Sales Promotion and Personal Selling

Versace has a consumer sales promotion targeting the ultimate consumer market. Versace targets their loyal customers , competitor's customer and the brand switchers from the high fashion brands like Chanel, Louis Vuitton and Prada which their current competitors.

Versace's tools of consumer sales promotion 

For the loyal customers, versace send them promo codes for 20- 35% off purchase. Promo codes are online coupons, but can be used in store with a  versace account. Also the loyal customer get personal invitations for before the sales and promotions. And offer loyal customer cardholder of versace shipping promo codes as well.

Versace's main focus is on loyal customers. They're doing a great job because just yesterday versace has made their predicted yearly income of 640 million so early in the year.

Ch. 17 - Advertising and Public Relations

Versace spend less on advertising because there big name in high fashion. Versace made a big impact in the fashion in the last 3 decades that they a lot deeply rooted consumers that spend less advertising and more quality on their products. But they currently getting institutional and product advertising from an Atlanta hip hop artist Trinidad James that's exposing versace to the minorities. Making stylish to the urban communities around the world.
    

Versace's major advertising media is mainly Magazines and the Internet. The Internet is clearly becoming the go to advertising media. So versace has made sure to update there website with latest website engines.