Combining state-of-the-art technology with Donatella Versace’s personal and distinctive rock aesthetic and spirit, the Versace e-commerce project demonstrates the House’s commitment to dynamic and pioneering development in the digital sphere.
“Versace is all about boldness and glamour so I am thrilled we are able to convey this with our new e-commerce site,” said Donatella Versace. “Online shopping has never been so sexy and fun!”
Gian Giacomo Ferraris, CEO of Versace, added, “There is growing excitement around the Versace brand, and we can’t open stores fast enough…That’s why I’m so excited that, starting tomorrow, a lot more people will have access to the world of Versace. We have ambitious roll out plans, as we intend to make our products accessible to most of the world in the next 12/18 months. Stay tuned!”
The Web Site
The new web site reflects the Versace vision and universe. This is a dynamic, innovative content-driven site and as such it is unmistakably Versace. The spirit of the brand is conveyed principally through the signature of its Creative Director, Donatella Versace. Her personal input is evident everywhere, from a “Donatella’s Hot Picks” section – her quintessential style selection from the
Versace collections –, to “My Versace”, where she invites visitors to create their own collection choices by tuning a “display mixer” to personalize the shopping experience based on moods and interests.
“My Versace” encourages a dialogue between clients and the House, and everything about the site, from the photography down to the check-out function, has been conceived to underline that this is a uniquely Versace environment.
Of particular importance are the product imagery, shot on golden mannequins; the dramatic futuristic photography, reflecting Donatella Versace’s preferred visual aesthetic; the zoom-effects; and the frequently changing front-end floor displays that feature collection merchandise, dedicated capsule collections and ad hoc products.
On-line – Off-line
A trip to the site will feel like a visit to a real-world Versace store, enriched by the possibilities offered by the digital experience. The web design is inspired by the new architectural concept for the Versace flagship stores by architect Jamie Fobert, which will be unveiled with the opening of Versace’s new SoHo boutique this October. Key features from this concept that will be included in the on-line store include the mosaic background pattern (the defining characteristic of the floors of the stores), and graphic elements such as circles, squares and bold colours. This online aesthetic language links the website unmistakably to the universe of real-world Versace, a fusion of Donatella’s future-driven spirit and energy, and the heritage of the House founded by her late brother, Gianni.
A New Business Model
This project adopts a pioneering business model. Rather than outsourcing e-commerce, Versace will maintain total, direct control over its digital image and sales strategy, as well as over its merchandising and marketing activities. Most importantly, it will remain the direct point of contact for customers and visitors.
To set up and operate all back-office functions, Versace has chosen NETRADA, an established expert in e-commerce, as its partner to manage technology-related aspects as well as the logistics of fulfilment. NETRADA, which is headquartered in Germany with subsidiaries in the USA and CHINA, has the infrastructure for a global rollout of the Versace e-commerce offer.
Digital Strategies
For the past few years, Versace has gained experience in e-commerce via its former Home Collection site, which laid the foundations for a full Versace e-commerce experience.
This new project will complement the House’s on-going digital strategy, designed to increase brand awareness in the digital world and strengthen direct communication and interaction with the Versace audience on the Web and through social media.
The e-commerce site paves the way for the launch of Versace-dedicated microsites and apps in the near future.
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