All you need to know about Versace's marketing strategy | BluCactus (2024)

Versace is an Italian fashion house founded in 1978 by Gianni Versace, and today it’s one of the world’s leading luxury brands. Like any brand, it uses a marketing strategy to stay connected with Versace’s target audience. In this post, we will review all the details of its strategic plan.

Through its Instagram feed, the company maintains high visibility in the public eye through its Instagram feed. During Fashion Week, Creative Director Donatella Versase achieved high levels of engagement through her marketing plan compared to other brands.

What is Versace’s Marketing Strategy?

Versace’s goal has always been to stay close to its target audience. However, the professionals at Versace also believe in the importance of reaching people who aren’t interested in fashion by offering innovative ideas that invite them to express themselves.

This has let Donatella capture the attention of millennials and increase the income obtained by the brand.

Below, we’ll cover the factors that drive Versace’s marketing strategy.

Making Perfect Tone for Social Media

Versace is one of the luxury brands that use social media to stay connected to its target audience. They have dynamic monochrome pictures on their Instagram that are directly aimed at a fashion-interested audience. By defining the tone they want their social media pictures to have, they’ve been able to use social media as an essential part of their marketing strategy.

Collaborating With Micro-Influencers

Donatella worked with a group of micro-influencers for the presentation of one of her fall/winter collections. Specifically, she worked with eight young people who, although not well known, made good contributions to the brand because of their creativity.

Lily McMenamy, an English model born in the United States, and Cosmo Pyke, an English singer and songwriter, were part of the list of micro-influencers who brought this campaign to life in 2017.

Although this strategy isn’t directly linked to the Versace line, it was carried out through Versus de Versace, a diffusion line of the Italian fashion house that began in 1989.

Creating Exclusive Collections

One of the most effective marketing strategies for luxury brands is to create exclusive collections. As such, Versace has implemented this for their clients and has achieved much success so far.

As an example, model Gigi Hadid collaborated with the brand in 2017 to present what would be the spring/summer collection. Currently, the brand continues to focus on exclusivity as this is one of the principles of any haute couture firm.

Presenting Their Collections in London

The most important luxury brands in the fashion industry participate in Milan Fashion Week. However, even though the Versace brand has actively participated in this majestic event in the past, in 2021 no one from the brand participated in person. Rather, they attended virtually to showcase the brand’s fall/winter collection. Despite this pandemic-induced setback, Versace remains one of the most important Italian fashion houses in the industry.

The Heritage of the Versace Brand is Used as a Marketing Strategy

Luxury brands have recognized that consumers have become interested in knowing their history. In fact, Donatella has been one of the fashion designers to give truth to these statements. Apart from showing the history of Versace, she has focused on making its cultural heritage known.

The designers consider this type of content critical. It gives her clients an escape from reality without the need for them to shoot special content, which saves a lot of money. They’ve even shown things that weren’t shown in previous campaigns.

Furthermore, fascinating images from the 90s have been recovered and posted on Versace’s Instagram. This is intriguing and nostalgic for followers of the brand, and it also helps to maintain their heritage on the social media site.

Brands such as Saint Laurent and Louis Vuitton have also used the marketing strategy of displaying previously archived campaigns to their followers. It’s a highly successful strategy that’s fun and memorable for followers of these mighty brands.

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