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Essay / Research Paper Abstract
This 13-page paper discusses the marketing of the Versace clothing line. Bibliography lists 5 sources.
Page Count:
13 pages (~225 words per page)
File: AS43_MTversace.doc
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Unformatted sample text from the term paper:
a luxury designer clothing company based in Italy. The vice president of marketing wants an analysis and report of various environmental factors in driving current and/or potential customers to choose
the particular product. There are many ways to conduct an external analysis which will, in turn, determine whether a customer or prospective
customer will be ready, willing and able to shop from a luxury design house such as Versace. Because make no bones about it; Versace is, indeed, a luxury designer brand.
But its also a troubled brand - internal strife beginning with the death of founder Gianni Versace in the late 1990s, combined
with competition and the 2007-2009 economic downturn have meant trouble for this Italian design house. As of now, Versace could be considered in "retrench" mode. However, a better understanding of
the environment in which this company operates can help it rediscover the magic created by its founder. This paper will provide a corporate
overview of Versace (including the products offered), a distribution channel and an internal analysis. Following that, the paper will offer an overall environmental analysis including the targeted market, distribution channel
and the importance of pricing in this industry. Well then end the paper with some conclusions concerning potential "next steps" for Versace. Corporate Overview Products offered
Though Versace is known primarily for its luxury clothing, the company also designs, makes and licenses accessories as well (Colbert, 2011). The distribution channel for this company
is primarily through high-end couture types of shops. Versace also has licensing agreements with other companies such as Ittierre of Italy (which went into bankruptcy) - Ittierres problems have caused
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