Everyone Is Closing The Cards, But Versace Will Not.

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.

Versace now has four product lines: Atelier Versace, Versace, Versus and Versace Jean.

Atelier is a high set of money, Versace is the production of clothing, Versus is Donatella Versace and Anthony Vaccarello together with the design of the young sub card, low price, and Versace Jean is a licensed leisure wear series.

Among them, the revenue from Atelier accounted for 70% of Versace's overall revenue.

The brand attaches great importance to the control of the proportion of revenues. The high income ratio of high fixed lines determines that other sub lines will not disrupt the positioning of Versace brand.

So unlike Versace's current fashion brands, Versace thinks Versus is also important for brands.

1989 the Versus center has been closed for some time.

In 2005, Versace's CEO thought Versus was too expensive and stopped the operation of the sub line brand in streamlining the plan.

It was not until 2009 that Versus was reopened.

"Versus is a testing ground. It gives me an opportunity to cooperate with the early adopters.

I work with many designers outside Donatella every day to discuss the possibility of future projects.

For me, this state is fashion.

Never stop, always go forward. "

Ferraris told BOF that the direct competitors of Versus are Phillips Lim, Kenzo, Rag&Bone and so on.

Versace has allocated no less than 4% of its shares to its managers and consultants.

All these actions are aimed at reducing the brand's pition dependence on the Versace family and providing better equity structure for investors.

Ferrairis has told Bloomberg that Versace is likely to sell shares at the end of next year, and expects to have annual sales of at least 800 million euros in 2017.

After taking office

The strategy of expanding stores has also been formulated.

After 2011, Versace began expanding its stores in the US and Asia.

As far as the Greater China region is concerned, Versace has expanded its sales volume by adding 5 new businesses annually, and has been running first-line products across the board.

Indeed, in early 2013, brand retail revenue rose by more than 20% over the same period.

In 2014, sales in the United States increased by 28.8% over the same period last year, 15.7% in the Asian market and 13.7% in the European market.

Good results stimulated the desire for brand expansion, and the speed of expansion accelerated further in 2013.

According to the financial times, Versace's online business and Versus line have also played a big role in the gratifying results. They have brought a lot of new customers to the brand.

Also in 2013, Ferraris told Reuters: "the Versace family is only now aware of the need to raise capital expansion."

The brand begins to assess the way to go. Is it looking for business cooperation or public offerings?

The assessment results of Goldman Sachs Group and Banca IMI Bank show that the financial information disclosed by Versace has met the requirements of listed companies, but this is not easy.

After thinking about it, Versace decided to abandon its strategic partners and start looking for financial partners, which is related to the Versace family's ownership of over 50% of the brand.

In order to achieve the goal of listing, Versace sold 20% stake to the US Blackstone Group in 2014. Blackstone will buy part of the stake in 210 million euros, inject 150 million euros into the brand, and get 60 million euros worth of stock from the GiVi.HoldingSpa receiver of the deceased holding company.

Blackstone can set up a director in Versace.

With money,

In 2014, the world opened more than 40.

It is expected to increase by 30 in 2015, of which 8 will be in Europe and the United States, 10 in Asia, and 4 in other places.

Funds will also be used to develop online businesses in 9 markets.

"We will continue to develop brand businesses worldwide."

Ferraris told the financial times.

Over the years, Versace's competitors, Ferragamo, Gucci, Armani, Dior, Prada and Miu Miu, have sold more than 1 billion euros. Ferraris knows exactly what to do, and Versace, which starts in Italy, has become an international company.