PROJECT: Proposal for re-vamping Versace's younger brand Versus as an Italian controversial label for a niche audience. The project involves a new and extremely innovative business model, proposed in 2017 Oct (before Moncler Genius was even announced). In collaboration with Domus Academy
DEFINING BRAND IDENTITY
Versus is an Italian luxury street wear brand, under Donatella Verssace's main label.
The first stage is development of keywords to define the brand and its audience and the lifestyle it relates to / attracts
LEVERAGING BRAND USP
The definition of Versus' nomadic and paradoxical identity relates to urban subcultural groups, leading to the proposal for a community of people that could be the brand's voice in the streets 'Versus Cult'
'STREETS OF THE WORLD'
The proposal for the new business model: A series of 7 collaborations/capsules over the period of 1 year, in different target cities, inspired by the subcultural groups and underground movements present there. The launch of each capsule would involve events and marketing strategies with the Versus Cult. The model is similar to a music band's world tour.
EXAMPLE OF CITY 1 OF THE WORLD TOUR / BERLIN
Identifying the underground culture, street style, fashion, music and art scene of the city to inspire the collection. Proposal of venues for launch of the drop and a series of marketing activities and media to involve at the event