奢侈品牌为人们提供优雅的舒适，而对于这种奢侈，人们付出了溢价。他们的目标是为消费者提供有意义的整体服务，并保持高端产品的个性(Sung et al.， 2015)。奢侈品的要素是“激情、独特性、创新性、非凡性、非本质性、精确性、投资性、愉悦性、珍贵性、专业性、丰富性、技巧、记忆力、真实性、资源、遗产、旅程、隐私、可及性”(Sung et al.， 2015)。本分析的目的是分析一个来自意大利的奢侈品品牌。
Luxury brand provides elegant comfort to people, and for this luxury, people pay premium prices. They aim to provide meaningful holistic services for the consumer and maintain persona of premium product (Sung et al., 2015). The elements of luxury are “Passion, Exclusivity, Innovation, Extraordinary, Non-essential, Precision, Investment, Pleasure, Preciousness, Expertise, Opulence, Skill, Memory, Authenticity, Resource, Legacy, Journey, Privacy, Access (Sung et al., 2015). Purpose of this analysis is to analyze a luxury brand from Italy.
About Versace Brand
Themost important attribute for a luxury brand is that they need to ensure the exclusivity factor. This accounts for their premium pricing. The styles where fashion is concerned should be marketed in a way that it makes a particular style belong to the brand. Some of the notable Versace collections that were created were “Oroton”; in 1989 Versace couture collections are considered to be the easier exclusive works.
Red dress worn by Cindy Crawford in 1991 is considered to be an exclusive Versace design that was imitated by many designers. In the same year, the authentic designs that were eclectic mix of high fashion and vibrant colors were showcased in the designs. This dress had caused a considerable impact on the fashion industry. Famous baroque style, estrucian symbols and Grecian motifs have been attributed to the brand (Ball, 2010). They had focused on creating attire and accessories based on these kinds of design elements. This is the exclusive factor that helps people identify the brand. Elements of these prints and motifs have been seen in all the aspects of their design. These symbols that have been used are like trade mark symbols of the brand. It helps people to identify with the brand. Due to its exclusive design, it allows serves as status symbols for the consumers using the brand.