Versace has today launched a “flagship” ecommerce site, with plans to roll out Versace-dedicated microsites and apps in the near future.
Versace.com goes live in Italy, the UK, France and Germany today, and in the US, Belgium, the Netherlands, Spain and Austria on October 17.
Versace chief executive Gian Giacomo Ferraris did not specify what future plans the business had, but said: “We have ambitious roll out plans, as we intend to make our products accessible to most of the world in the next 12 to 18 months.”
The flagship store will sell the full product range including clothing, accessories, shoes and the new Young Versace collection. It features a Donatella’s Hot Picks section, and an area called My Versace, for users to create their own collection choices.
Product imagery is shot on gold mannequins “reflecting Donatella Versace’s preferred visual aesthetic”. The site has been designed by architect Jamie Fobert to simulate a trip to a store, with visual merchandising being updated regularly.
“Versace is all about boldness and glamour so I am thrilled we are able to convey this with our new e-commerce site,” said creative director Donatella Versace. “Online shopping has never been so sexy and fun.”
The launch enables the luxury brand to maintain “total, direct control over its digital image and sales strategy”.
Although the site is being kept in house, Netrada will manage the transactional technology.