Case: Versace, A life of luxury - only the best for your pet

Case: Versace, A life of luxury - only the best for your pet.

Gianni Versace S.r.l, known as Versace, is an Italian luxury fashion company and trade name founded by Gianni Versace in 1978. The main collection of the brand is Versace, which produces upmarket Italian-made ready-to-wear and leather accessories. It targets urban upper-class individuals of both sexes with high appeal for innovative and luxurious trendy clothing accessories. Versace offers a line of dog apparels to match the human clothing, for “A life of luxury - only the best for your pet. Versacify your pet's life with beds in different shapes and iconic Versace prints.” (www.versace.com) The Versace website features pictures of dogs modelling fashions for small, medium, and large dogs.

Designed to perfectly match their owner’s on-trend Versace wardrobe, the canine collection features must-haves such as T-shirt, Collar and leash set, dog bathrobe, Dog Shirt, Dog bed, dog raincoat, creating head-to-tail looks that complement the unique style and personality of every pooch, big and small.

1. As part of the launch, if Versace had allowed consumers to sign up for early sales before the dog apparels were released.
   1. What category of adopters would the consumers that signed up early fall into?
   2. What would be some possible reasons behind Versace offering early sign-ups?
2. Describe how each of the following groups would have a different perspective on cause-related marketing and how they would react if Versace was campaign partnering with an SPCA (Society for the Prevention of Cruelty to Animals).
   1. Sceptics
   2. Balancers
   3. Attribution-oriented consumers
   4. Socially concerned consumers.
3. Referring to Question 2, to which of those groups of perspectives on cause-related marketing do you personally belong? Why? Explain your answer thoroughly.
4. Which generational group do you think would serve as the best target market for Versace dog apparels? Would more than one be viable? Explain your answer.

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