Versace To Relaunch Versus For Aspirational Consumers
Back in January, Versace CEO Giancarlo Di Risio emphatically stated that Versace would not be dropping prices in response to economic pressure. It seems now that he has found another method of courting the consumer with less to spend. Versace is relaunching its second line Versus. The bridge line was originally created by Gianni Versace in 1989 as a project for his sister Donatella.Versace has signed a deal with Italian company Gruppo Facchini to create clothing and accessories lines for men and women which will be ready for Spring/Summer 2010. A new company, VSV, will be created and Gruppo Facchini's Mathias Facchini will be chief executive. The company predicts turnover of more than 700 million euros in the first five years. The Versus line offers luxury that Di Risio told Reuters is more "aspirational, more accessible."
Versus will open 20 boutiques by 2011. Fashion Week Daily reports that a preview of the line is scheduled for March 1 in Milan.
Reader Comments (Page 1 of 1)
Bill Feb 25th 2009 2:01AM
I knew this guy was going to have to drop his poker face, and show his hand, if he wanted Versace to remain a viable business in this tough economy. I find myself laughing because the outcome was predictable from the very start.
He can spin it anyway he wants to. However, anybody with any business expereince knows exactly what this guy is doing: Offering Versace at a discount. But, under another name, so as not to damage the Versace branding.