Image Collection: Versace Alexandra Ivy
• Gianni Versace • This garment was made in the 1990’s • During this time period it was known as the rise of multiculturalism and alternative media. Some styles that were popular around this time was grunge, hip hop and retro fashion. People started dressing down in the 90’s. It was the decade of minimalism. This skirt is knee length and slightly tight fitted and it is quite simple. Although, I would say this is more of a skirt you would work going to an office job in the 90’s. During this time technology like satellite television influenced fashion. Although, retail sales tended to be low. Many people decided to save money. The Soviet Union fall apart during this time and people started dressing casual so people couldn’t tell who was rich and who was poor.
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Spring 2015 ready to wear Versace
• During the time in 2015 the economy started to pick up since 2008 recession. This skirt is made out of leather which is expensive but because of the increase of the economy people were about to afford it. Socially in 2015 everyone was into the cut out patterned clothing. • This garment is similar to the 1990 Versace garment because they are both checkered leather with open leather squares. They are both fitted skirts. They both have something underneath the open checker pattern. • The two garments differ because the 1990 patter is sewn with a sheer fabric underneath which covers the whole underneath, whereas, in this garment there is fabric under that only covers the upper half. Another difference is the color of the two garments. Last, the 1990 garment has a zipper up the back and this one does not. • The different time periods influenced the change in design because in the 1990’s people wore more conservative clothes and this skirt is shorter and more open. The garment from 1990 is longer and not showing as much.
• The designer that I had for the image collection was Gianni Versace, I visited the Versace store on 933 N Rush St. • Versace window displays theme I think is business casual. The two manikins are wearing black sleek blazers that have some pop of neon color in them. When I was doing research on Versace’s fall/winter 2016 his theme was 1990’s. When I was looking through the garments a lot of the same colors wear used throughout the line. Also, in the same window they have Versace accessories such as three bags and three pairs of shoes. The same pop of color theme runs throughout the accessories in the window, creating the same theme throughout. • The designers merchandise is found in the entire window from the two garments, to the accessories.
• If I were to change the display, I would change the garments to some of Versace’s more colorful pieces to make them stand out more. Although the pieces that are displayed in the window are sleek and attractive I would put something more eye catching. For an example I would put the dress I added below in the window. These two dresses would go well with the purse and the shoes in the window as well. These two garments are still going with the collection in the window, but then the color would attract. Although, it would change the business casual kind of theme in the window. Although, it would stick to the 1990’s theme of the collection. I would also add a simple backdrop to the window since the glare is so bright and you can hardly see the window. I would want something subtle since the dresses are very colorful.
SWOT analysis Strengths: • • • • •
The black simple pieces of clothing on the manikins are eye catching without being too overwhelming. Merchandise in the display is simple, neat, professional, and also fun adding some pop of color. The shoes in the window are black with a contrast of some color within the shoes and some purses which is very attractive. The positioning and stacking of the manikins and the shoes is well balanced. Displays a variety of merchandise including shoes, purses, and clothing.
Weaknesses: • • •
The open back window takes away from the display, it makes it difficult to see the merchandise. Could have added a little more clothing and manikins and made the window and little busier. It is a little bit boring. I think the location would be better on Michigan Ave
Opportunities: • •
The window would be more effective if it was closed back, it would be easier to see merchandise. Adding some type of awning because the glare.
Threats: • •
The glare on the window makes it hard to see the merchandise. The top window is hard to see, I could barely see what merchandise they were displaying.
Target consumer for Versace She is from ages late 20s to late 30s. She is middle to higher class. She is the CEO of a wellrespected business. She is very fashion forward. This person lives in the city in a very nice condo. They drive an expensive car. This person wakes up in the morning and takes a shower and then does her makeup, with all expensive brands. Then they go to Starbucks and get a non-fat latte. They go to work from 9 to 5. This person lives a very high life style. They have a walk in closet. They are able to go on vacations a lot to fancy resorts. Three different places you may find this person would be hotel lobby, water tower, and Saks Fifth Avenue. I went to the hotel lobby to observe the people. There was a lady in her early thirties. She was wearing a suit skirt, a blazer and heels. She looked very professional. Her makeup was fully done and her hair was done. She looked like she was there for business. She was not wearing any brand noticeable clothing. On the Versace website they offer clothes very similar to the clothes the lady was wearing. The clothing on the Versace website was a bit more innovative but it was overall quite similar to what the lady was wearing.
After I visited the water tower, I watched the people that walked into the water tower. I saw a lady that looked like she was in her late 20’s. She was wearing a long pea coat and heel boots. Her hair was in a tight sleek pony tail and she had her makeup done very well. On the Versace website they had a jacket similar it is a wool jacket. It is not the same style jacket but I think the target market of the jackets would be relatively the same. On the website they have very similar boots to the one the women was wearing.
Last, I went to Saks Fifth Avenue and observed the women in the women’s section. I observed a women who looked like she was in her late 30’s. She had on dress pants and a blouse and heels. Her hair was down and it was straight. She had some makeup on but not a whole lot. On the Versace website it had a pair of tailored silk trousers which were very similar to the pants the women was wearing. I found a black blouse on the Versace website which was kind of similar to the one the women was wearing. Although, the women’s blouse was red and they did not have that color on the Versace website. Versace had more bright colored blouses.
After watching the Versace Fall 2016 runway, I noticed some similarities from what the target consumer that I observed was wearing. Although, Versace’s collection was very innovative and had a lot of bold bright colors. There were a lot of blues, pinks, and yellows. Some of the garments looked a little futuristic when the women I observed did not have anything on like that. Although, I feel that the three women that I observed would definitely wear the things that were shown on the runway. The garments the women were wearing were simpler but still fashion forward. The images below are the garments that were similar to what my target costumer was wearing.
The S/S ’17 Versace runway had a lot of street wear. The style kind of has a 80’s vibe. There were some windbreakers and some bomber jackets. The bomber jackets had some leather incorporated in them. There was a lot of reds and navy blues in the collection. There were also some greens and purples. There were jump suits with making tops and bottoms. The collection looks very casual. I added some pictures below from the S/S ’17 Versace runway.
One trend that I saw that my target costumer would adopt too would be a pant suit that has a purple strip going through the blazer and the pants. The reason I think the target consumer would buy this trend is because it is sleek and business wear. Although, there is a fashion forward twist to it.