Versace takes control of digital customers
Italian fashion house Versace has become the first major luxury brand to make all its ranges available to buy direct online.
Customers in Italy, the UK, France and Germany can buy Versace ranges including clothing, fragrances and bags via Versace.co.uk. It will be rolled out to the US, Belgium, the Netherlands, Spain and Austria next month (17 October).
The luxury brand says the move is in response to growing demand, and allows it to grow its reach, without having to open new physical stores. Unlike other brands which have outsourced to white label providers. Versace says it will ‘maintain total, direct control’ of the site’s design, sales strategy and marketing and merchandising activity to ensure the online experience mirrors its in-store environment.
The brand says the online store is designed to combine “state-of-the-art technology” with Donatella Versace’s “personal and distinctive rock aesthetic and spirit,” with the elements such as a mosaic background pattern and circles, squares and bold colours intended to reflect the physical store experience.
It also includes a ‘my Versace’ feature that allows users to personalise their shopping experience.
The fashion house says the move is part of an ongoing strategy to “increase brand awareness” and “strengthen direct communication” with audiences online and in social networking sites. It adds it is planning to launch a series of dedicated microsites and apps in the ‘near future.’
