Ch. 2 - Strategic Planning for Competitive Advantage -WI Students Begin Marketing Plan

Versace has recently revealed their spring 2013 collection at fashion week in Milan. 

Versace focused on their strengths at fashion week this spring collection. The production orientated brand continuing to use their bright and stand out colors. Also incorporating their infamous medusa logo more in gold. Gold is the latest fashion trend.

 One of Versace's best strategic planning was in 2011, when versace collaborated with the mass producing mid range retailing company h&m for a fall collection. They had a marketing mix. They had even exchange. H&M got to enhance their brand by having a collection designed by a top high end fashion company,Versace. Versace  received middle class customers. Not just the high class customers they advertise to.

Versace and h&m's four P's- ( product, place, promotion and pricing strategies)

Product-  The product was going to use both of their brands name. The product was a collection designed by Versace and the cloths, cuts and ??? We're from h&m. So the fashion high end looking clothing would be affordable.

Place- The distribution of the product was going to be sold at selected h&m stores. 

Promotion- Donatella Versace introduced her brand collaborating with h&m  at fashion week of 2011. Which was a big surprise because Versace previous denied collaborations with  mass producing company like h&m. Also it was the first it has been. This later on encouraged other high end fashion designers to collaborate with h&m and other mass companies.

Pricing - The pricing would slightly above h&m regular retail prices. Which was great deal getting Versace design clothing for that price.

Another time Versace used strategic planning with one of their SBU "Gianni versace spa". The newly chief executive officer Gina Giacometti ferraris, the former CEO of fashion house jil sander AG closed the 3 boutiques. Due to the environmental scanning of Japan. Japan was no longer one of the top imported of luxury goods anymore. Japan's market for imported goods fell 10% in 2009. From 1.09 trillion to 11.9 billions.