Take Versace as an example to talk about the development history and prospects of luxury goods

Gianni Versace, the founder of Versace, was born on December 2, 1946 in Reggio Calabria, Italy. My mother was a "local" tailor and once opened a shop called "Paris Fashion Shop". She is a smart woman who can cut clothes without using any paper patterns and just mark some marks on the cloth. Versace's home is only separated from his mother's workshop by a wall. The three brothers and sisters grew up in such an environment full of work atmosphere. As a child, Versace liked to learn to make skirts to entertain himself. Recalling the past, the master once said: "It was under the influence of my mother that I developed an interest in sewing fashion since I was a child." The stage in a remote town was too small for the growing Versace. In 1972, 25-year-old Versace came to Milan to study architectural design. Then, by chance, the knitted clothing line he designed for a Florentine fashion manufacturer sold well, quadrupling their business. As a reward, he received a luxury car. This unprecedented success made him give up the construction industry he studied and became the first opportunity in his entrepreneurial history. As a result, Versace, who had tasted the fruits of victory for the first time, became extremely energetic and devoted himself wholeheartedly to the fashion industry. In 1978, Versace launched his first women's ready-to-wear series. Soon after, his first fashion store was ready, and he invited his eldest brother Shan Tu, who studied business management, to help manage it. In 1981, during the production of Versace's first bottle of perfume, he invited his younger sister Donatella, who was studying in Florence to help. At this point, Versace's fashion empire began to take shape. In 1989, he opened the "Atelier Versace" high-end fashion store and entered the fashion industry in Paris, France. He was shot and killed in the United States on July 15, 1997. In addition to fashion, Versace also operates perfumes, glasses, silk scarves, ties, underwear, bags, leather goods, bed sheets, tablecloths, porcelain, glassware, down products, furniture products, etc. His fashion products have penetrated into every aspect of life. field. Versace won the Cutty Sark Award in 1983. In 1986, the President of Italy awarded the Italian Republic the "Commantore" Award. In 1988, he was selected as the Most Creative Designer Award by the "Cutty Sark" Award. In 1993, he won the American International Fashion Award. Designers Guild Award. Design master who was born as a little tailor - Versace Versace was born on December 2, 1946 in Reggio Calabria, southern Italy. He is a world fashion design master who grew up as a tailor. As a child, Versace worked in his mother's sewing shop. At the age of nine, with the help of his mother, he designed his first dress, a one-shoulder dress made of velvet. After entering middle school, Versace was not interested in school courses and dropped out of school to continue helping his mother in clothing. Another of Versace's childhood hobbies was music. He loved southern Italian folk songs, modern pop music and classical opera. In 1972, a clothing manufacturer in Milan took a fancy to Versace's work and called his mother to ask Versace to go north to Milan. Versace was so excited that he immediately boarded the train to Milan to start his clothing business. He was only 23 years old at this time. Soon, a garment dealer came to ask him to cooperate with him on several sets of clothing. Versace first tried his hand and succeeded in one fell swoop. The clothes he designed were extremely popular. The collaborator was delighted and gave him a Volkswagen Beetle as a reward. When the conditions were ripe, Versace took his family to Milan and established the family business in the traditional family joint way. Not to be outdone by others, Versace created the first clothing line named after him in 1978. In the 1980s, Versace, who loved music, saw that the influence of rock music was expanding among young people, so he seized this opportunity, joined forces with rock stars, and launched rock clothing. This was a major turning point in his career. The mountains, rivers, rivers and cultural traditions of his hometown provided a solid foundation for Versace to grow into a master of fashion design. There are ruins of Roman and Greek ancient culture in his hometown, and the social atmosphere is deeply influenced by classical culture. From Versace's works, we can see the artistic influence he received in his youth. After more than 20 years of hard work, Versace has become a wizard comparable to three other Italian fashion masters: Giorgio Armani, Gucci and Valentino. The symbol of Versace's empire is Madusa, the Gorgon from Greek mythology. The beauty's hair is composed of snakes, and the tips of the hair are snake heads. She represents fatal attraction. She is seductive with her beauty, and those who see her will immediately turn into stone. This kind of shocking power is what Versace pursues. Dress unexpectedly and lead every step of the way. In a fierce market, the role of advertising must not be underestimated. Versace spent a lot of time in advertising. The first thing is to make friends with people in the advertising industry, especially photographers, who are often guests of Versace. Through these people, he understands the dynamics and trends in the apparel industry. The second step is to carry out publicity activities and mobilize all means to promote your company's products.

Exquisite product introduction brochures are a powerful tool for Versace's publicity activities. These beautifully printed brochures combine modern cartoons, art creations, classical culture and beautiful models to produce Prince Charming and countless of Snow White, winning customers. In the face of severe competition, Versace has his secret weapon, which can form judgment, organize design, production and sales as quickly as possible in the shortest time. Most companies in the fashion industry take at least six months from design, pre-sale to mass production, and Versace often adopts lightning actions to adapt to changes in market demand. For example, there is a pair of jeans made of high-tech PVC fabric priced at 200 yuan. Under the personal supervision of Versace, the entire process of design, manufacturing and transportation was completed in five weeks, setting a new record in the history of clothing. record. The symbol of Versace's design peak is the "Afelier" series launched in Paris in 1989. This was the first step in Versace's decision to break into the French high-end fashion industry, not content with dominating Italy. This move immediately triggered a trend of Italian fashion entering Paris. Brand is also Versace's top concern. Versace discovered very early on that product brands have extraordinary power. Versace's success in women's clothing has made him more and more aware that he must find ways to ensure his own brand and rely on the brand to gain profits. At the same time, he must also adapt to the shopping psychology of young consumers. The quality of his production is not too particular, and the cost is not too high. Large, but clearly branded products that turn around quickly. In 1994, Versace launched bedding and homewares with the Versace brand. In the autumn of 1997, Versace also planned to open a cosmetics production line, specializing in the production of products matching Versace clothing. Among the various clothing empires in Italy, Versace occupies a leading position in terms of logistics management. Versace has long established companies and retail stores in big cities such as New York, London and Paris, allowing the company's products to meet customers directly without going through middlemen, thus organically combining design, manufacturing and retail. An article in the US "Business Weekly" believes that "Versace has an advantage in almost every step of the fierce competition in the fashion market, and has an even stronger advantage in retail." Versace, a master of celebrity branding, was one of the many fashion designers favored by Diana. A person in the teacher who can be called a friend. British design is too conservative and rigorous. Although it can well bring out Diana's elegant style, it also inevitably dilutes Diana's personality. The evening wear designed by Versace for Diana was different. Princess Diana's energy and enthusiasm were evident. Versace designed a blue one-shoulder evening dress for Diana, which was made of very delicate blue satin. Diana in this dress looked like a stream of flowing sea water under the summer sun. The design with bare shoulders has an architectural beauty that is deeply decorative. In Western countries, celebrities in the entertainment industry are the objects of Versace's attention. Once these celebrities wear Versace's clothes to participate in the Oscar awards ceremony, and the television stations broadcast the images of the big stars to the world, Versace's works will naturally spread to the world. world. Versace Evening Dress

In 1998, Zeta-Jones appeared at the Oscars in a red Versace dress that hugged her body. She immediately killed countless films in the hands of reporters and became the best dressed of the night. person. Another world-famous movie star is Stallone. Stallone is a strong man with broad shoulders and a strong body. However, according to the standard American body shape, Stallone seems a bit undersized and his shoulders are too wide. Versace carefully designed two sets of outfits for Stallone in February and October 1991. A dark blue suit and a tooth-white shirt covered up the shortcomings of his overly large shoulders and made Stallone's figure straight and straight. After many years of development, the suit designed by Versace for Stallone is still highly regarded by the American entertainment and fashion circles. In the early 1990s, a series of promotional photos Madonna took for Versace are among the classics. Madonna's wildness and Versace's bright colors are said to be a perfect combination. Versace maintained his style of not forgetting the past and not showing disdain for those who were temporarily frustrated in his interactions with celebrities. Tyson, the "boxing champion" who bit off a piece of Holyfield's ear and vomited it on the ring, has long admired the clothing master Versace. After Tyson broke the law and was sent to the class room, Tyson missed the shorts designed by Versace. Versace heard that After the hearing, some clothes were specially sent to him, which made Tyson burst into tears of gratitude. After Tyson was released from prison, he returned to boxing. When he won consecutive games, Tyson's shorts became a favorite among American teenagers. This resulted in a significant increase in sales of Versace shorts. Supermodels are priceless Versace natural diamond women's watches. Domestic first-line hand model: Mao Kexi

Before the development of Versace, the world's fashion industry only temporarily hired some models to participate in performances by fashion companies, and there were no super models created by the fashion industry itself. The skillful use of models is a creative technique of Versace's fashion art. Versace collected the tallest and most beautiful female models in the world under his account, and after proper training, these models can develop their unlimited potential. Models have played an extremely important role in bringing Versace's fashions to the world, and they have also followed Versace's fashions to the world. Versace believed that the model that best embodied the seductive beauty of women in his mind was Kate Moss. He considered her a truly "eternal woman."

Kate Moss is thin and frail, and she looks frail and pitiable on the rooftop. Her complexion is always pale, and her eyes are always blurry that no one can catch. Her beauty is reflected in every nerve being filled with desire. She puts on clothes not to hide something, but to express. Kate Moss, wearing a dark green, fruit green, grass green and light green sleeveless floor-length robe studded with silver ornaments, is the most accurate interpretation of Versace's design style. Domestic first-line hand model Queen Cat Kexi [1] is a professional songwriter and alternative female lead singer of the King's Image band. In the advertisement, she showed a white Versace natural diamond women's watch. This watch is mature, calm, elegant and neutral, with all LOGO natural diamonds and a generous white LOGO wide strap. It is well received in major luxury forums!

Edit this section Company Profile

Gianni Versace SpA Group is one of the world's leading international fashion design palaces. In 1979, it was founded by Gianni Versace, one of the most talented designers in the past decade. Founded in Milan, Gianni Versace Spa Group has become a symbol of Italian luxury all over the world. Gianni Versace SpA Group not only has a lofty position in international fashion design, but also manufactures and sells Atelier Versace series, fashionable clothing, jewelry, accessories, perfumes, cosmetics and furniture and other products under the VERSACE brand to all parts of the world, bringing VERSACE fashion to all parts of the world. and style spread all over the world. The brand "Versace" has a short history of fame, but it is this brand that has gone through just one or two decades and has become one of the four major Italian fashion brands that can be as famous as Armani, Gucci and Valentino. The emergence of Versace stems from its founder Gianni Versace's perfect and extreme love for fashion, and his accidental death added a unique mystery to the brand. Gianni Versace was born in southern Italy on December 2, 1946. His father was a salesman who often traveled far away for work, and his mother was a fashion designer who ran a small workshop. Versace has been deeply interested in fashion design since he was a child. At the age of 18, he joined his mother's workshop as an assistant, mainly doing pattern purchasing and tailoring work. At the age of 25, Versace moved to Milan, the world-famous fashion capital, and began to officially make a living from fashion design. With his strong understanding and learning ability, Versace successfully held the first women's clothing show with its own signature in Milan in 1978, and the Versace brand was born. In the beginning, Versace's modern fashion design did not have a worldwide impact until he met the famous American fashion photographer Richard Avedon. With the help of the latter, Versace's distinctive design style and special aesthetic works began. Appearing on the covers of the world's top fashion magazines. Its strong avant-garde artistic characteristics, unique charming Renaissance style, and imaginative styles have gradually been praised by fashion people all over the world. In 1982, Versace launched his famous dynamic metallic clothing at the annual autumn and winter women's wear show, which later became a classic feature of his fashion design. In 1986, Versace received the "United States of Honor" medal awarded by the President of Italy. In 1989, Versace finally entered the established circle of the French fashion industry and used Paris as the base for its brand to release new works every season. In 1993, he won the International Council of Fashion Designers of America Award, known as the Oscar in the fashion industry. Versace brand clothing has both classic and popular temperaments, and walks the line between elegance and low art. Luxury is the design feature of this brand. Those jewel-like colors, smooth lines, and unique asymmetrical bias cuts make Versace fashion always shine. Versace's customers have very different identities, including princes and nobles as well as black rock musicians. Celebrities in the art world such as Ayton John, Madonna, Bon Jovi, and Tina Turner are all his fans. He successfully combined his artistic passion, superb fashion design skills and the top models he cultivated, and became the most active planner and participant of international luxury fashion shows. However, at the height of his career, in July 1997, Versace was shot dead in front of his apartment in Miami, USA. His death plunged the company into a state of instability, and a few months later his sister Donatella took over as Versace's chief designer. Donatella began to cooperate with her brother in 1981. At first, she did almost nothing in the company. She just played the role of Versace's "muse" and appeared in the fashion circle wearing Versace clothes to speak out. In the late 1980s, relying on her creative talent, she began to design for her brother's secondary line products and children's clothing series for young people. In 1993, she completely took over the business of Versace's derivative brand "Versus". Some say that Donatella's fashion concepts and designs are not as passionate as those of her brother. However, under her leadership, Versace brand fashion was more changeable than when Versace was under his own control. While retaining Versace's always gorgeous style, she also began to take the route of a modern professional woman. At present, in addition to fashion, Versace Group also operates perfumes, glasses, silk scarves, ties, underwear, bags, leather goods, porcelain, glassware, down products, bedding and furniture, etc. It can be said that it has brought fashion design to every aspect of life. fields.

The Versace Group's shares were divided into three parts after Versace's death. Donatella accounted for 20%, and Shanto, the eldest of the three Fan siblings and responsible for the company's operations and finance, accounted for 30%. The remaining 50%, according to Versace's own will, was left to Allegra Versace Baker, Donatella's daughter, whom he called his "little princess."