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 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.’

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here