What Makes The Versace Brand So Popular?


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The Versace brand has never been a bad name for a designer fashion handbag. And many well-known brands use this brand as a lead to further market themselves, whether it is on TV or through the internet. So, why does it feel as if Versace is something of a misnomer when the brand has its roots in Italy?

Versace Brand

First of all, one can’t pinpoint the origin of the Versace name to Italy. But rather the phrase is not Italian. When referring to an Italian and international style. It is essential to understand the origins of the form, and it does not come from Italy.

The company bought the brand from Monoprix, which began to market in Italy in 1969. From there, the company expanded its business internationally, particularly in Europe. And Monoprix tried to branch out of its markets by introducing Versace into its regions.

What Makes The Versace Brand So Popular?
What Makes The Versace Brand So Popular?

In 1971, the company established the Creative Europe Group, which effectively became the home for Versace’s design and production. By that time, the design group was headed by Nicolas Ghesquière, who remains head of the company today.

While Brian Rappa was responsible for the design of the Versace Originals, Brian Rapaport was in charge of the production of the entire line. They were all initially created in Italy but were later produced elsewhere. The concept of high-end fashion was introduced to these bags by Rapaport, who was working at Hermès while still in college.

Rapaport was later asked to join Hermès as well and soon came up with a style of bag called the Autograph Collection. There are two different versions of this collection, which are exclusively available in China.

Rapaport also created his famous Ray-Ban Evolution series, which is still one of the most sought after collections in the world today. As a result, the name has spread beyond Italy and has managed to draw attention from many designers, who use the brand to improve their brands.

No Design Changes

Since the brand can be traced back as far as the 1970s. It is somewhat surprising to see how long it has been able to market itself without any significant design changes. One of the problems for many companies that use the Versace name is they are unable to decide what they want to do with their brand. And this creates an issue in making a brand as strong as the Versace Brand.

Rapaport knows that he and his team can’t let the brand stagnate. And they try to keep the range and the designs continually changing. That way, the company’s reputation stays healthy. And the product lines are continuously refreshed. Just as the company’s designers use the collection to create new looks for the brand.

What Makes The Versace Brand So Popular?
What Makes The Versace Brand So Popular?

In terms of designing, Rapaport’s design team is continually testing new things and incorporating them into the line. The line is not static but rather represents a constant look at the market.

The result is an international fashion brand that can be extremely flexible for its clients. It doesn’t stop at creating one line. But instead offers all fashion options and trends and can use a variety of venues to market its brand.

It would seem that Rapaport understands his brand. And knows how to market it. Which should be a significant asset for him and the designers at Versace. He has used the Swiss Knife concept to his advantage. And has used many different formats to get his brand where it is today.

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