Is Versace Ready? 2 Years To Market.

Versace (Versace) presented its own uniform wind series in the fashion week of New York in September.

Show music is the dance of Detroit's political radical band Underground Resistance, which has been improved by Portuguese DJ Violet.

This song has been used to appeal for equality between men and women for the NGO organization. Versace family designer Donatella Versace seems to be inspired by this. It has used a lot of serious and male elements in the spring and summer women's wear series presented in 2016, such as camouflage, twill, and solid dark green or khaki.

The military show is a bit more real than the performance, because Versace has been fighting for years.

In the early twenty-first Century, great changes took place in the fashion industry. Large companies merged one after another, and the appeal of supermodels in the luxury market weakened. People said that Versace's peak era was over, and Donatella took over Versace at that time. She said she wanted to maximize the femininity of the brand. Versace's future was not to go back to the past, but to get new and keep pace with the times.

The Milan luxury goods company was on the verge of bankruptcy in 2004. In 2009, when the Lehman Brothers went bankrupt, the global economy suffered heavy losses. The net revenue of the company was 80 million pounds, and none of the 350 employees was engaged in creative and product development.

But in recent years, everything is starting to improve.

According to Gianni Versace S.p.A's earnings report, Versace's profit in 2014 continued to grow, with net profit growth of 27%, reaching 26 million 300 thousand euros.

This year, the company expects the brand turnover to exceed 630 million euros and is ready for IPO. According to the information currently disclosed, the US or Asia may be the location of its IPO.

The reason for success is that Ferraris understands that Versace's greatest strength is its reputation as an international brand.

After the founder's death, Versace also experienced a pition from licensing to brand image confusion.

So in 2009, Versace group announced the closure of all its boutique retail stores in Japan, and 1/4 of the business staff to retreat, retain technical posts.

In this era, it is most important to sustain production and catch the design products of young consumers, which requires Donatella and her team to work in person.

Therefore, the brand has given Donatella great creative support in order to develop better new products.

Recently, BoF chatted with Versace's CEO Gian Giacomo Ferraris today, and Ferraris came to Versace in the hardest 2009. He contributed to BOF several secrets of Brand Revitalization and ready to go public.

The brand now owns the Versace family.

Donatella Versace, which is undoubtedly its intangible asset.

In 1997, her brother, the founder of Giovanni Ginanni Versace, was murdered in Miami. Donatella was pushed to a glare.

Ferraris knows what Donatella means to Versace. She is the positioning of the brand itself.

"If it weren't for Italy, for me, you wouldn't be a luxury."

Ferraris said to BOF.

that is because

The world has a unique culture of circles.

The gene is born in the circle, her birth plus years of experience working with her brother, and she already knows a lot about Versace's operation.

Donatella also attaches great importance to the operation of social media topics, from her willingness to appear in Givenchy 2015 autumn and winter advertisements, and in Lady Gaga's song "Donatella", and so on. Donatella is famous for her family career.

But Donatella has always been Versace's tradition. As a designer, she is absolutely competent, but the company's income has not changed.

After two CEO changes, Versace's helm under the helm of Versace came to a profit for the first time in 16 years, with a net profit of 8 million 500 thousand euros, compared with a loss of 21 million 700 thousand euros in 2010, with a total profit and loss of 3020 euros.