In a competitive marketplace the role of advertising must not be
underestimated. Versace appeared skilled enough to realise he needed to make
friends in the advertising industry. He
especially befriended photographers and treat them as guests. These photographers and other influential
people in advertising understood the dynamics and trends in the fashion
industry.
He also knew the importance of promoting his company’s products.
A glamorous product brochure showed some of Versace designs at their
best.
Versace was best however at the short timescales in which he could
produce a finished garment or design.
In the competitive world of fashion, most fashion companies spend as
least six months from design, pre-sale to the batch production of final
products. Time can give competitors an
advantage.
Versace’s secret weapon was he used the shortest possible time for the
process of design to final production. If he wanted to he condensed the amount of
time he spent on a design to outwit competitors.
Versace adapted quickly to changes in market
demand. For example, he once developed a pair of jeans in PVC fabric from
design to production in less than 5 weeks.
He influenced other major companies to attempt this ability
to get a garment from concept to store in less than 12 weeks.
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