Integrated Marketing Communications: Versace vs Urbethh
In this project, the integrated marketing communication efforts of Versace are examined and compared with the branding strategy adopted by Urbethh. While Versace targets luxury and exclusivity, Urbethh mixes cultural storytelling with urban design. The report illustrates how both companies use online interaction and community building to reach their target audiences.
Fashion
February 4, 2025 at 7:54:16 AM
Alongside my partner for the project, I created a presentation titled “Versace vs. Urbethh: A Comparative Analysis of Integrated Marketing Communications.” This project showcases the marketing approach used by the famous fashion label Versace and compares it with the marketing practices implemented by my own startup, Urbethh.
Versace: A Legacy of Luxury
Gianni Versace founded the company in 1978, and today it is synonymous with luxury and innovation. The marketing communications of Versace are carefully tailored to appeal to their upscale, fashion-conscious target market. These include:
Aspirational Messaging: The use of formal tone and speech in advertising to emphasize exclusivity.
Digital Engagement: Being actively present on platforms such as Instagram where one can display their collections.
Limited Editions: Providing customers with limited edition merchandise that has scarcity appeal.
Strategic Store Locations: Opening boutiques in elite locations globally to reach their targeted audience.
These are aimed at creating an emotional and aspirational reaction that aligns with the Versace brand identity.
Urbethh: Where Illusion Meets Reality
Urbethh is a clothing brand where the urban and the ethnic come together as one. Our designs are a unique amalgamation where we incorporate the power of Zeus, the beauty of Aphrodite, and the charm of Krishna and bring forth a beautiful masterpiece through our use of traditional techniques like block printing or hand painting.
We target our marketing communications at
Storytelling: Emphasizing the blend of cultures, and the skill that went into each design.
Community Engagement: Developing a community that recognizes and appreciates the mix of urban and ethnic design.
Digital Presence: Using social media platforms to share our story and reach our community.
Comparative Insights
Though Versace relies on brand heritage to position itself among luxury, Urbethh seeks to tell a story and blend cultures to reach a wide number of people. The two companies are also keen to emphasize that digital online presence is essential in their marketing communications.
This case analysis offered key insights to successfully leverage integrated marketing communications strategies not only in established companies, but in startups like the two discussed in this paper.
Alongside my partner for the project, I created a presentation titled “Versace vs. Urbethh: A Comparative Analysis of Integrated Marketing Communications.” This project showcases the marketing approach used by the famous fashion label Versace and compares it with the marketing practices implemented by my own startup, Urbethh.
Versace: A Legacy of Luxury
Gianni Versace founded the company in 1978, and today it is synonymous with luxury and innovation. The marketing communications of Versace are carefully tailored to appeal to their upscale, fashion-conscious target market. These include:
Aspirational Messaging: The use of formal tone and speech in advertising to emphasize exclusivity.
Digital Engagement: Being actively present on platforms such as Instagram where one can display their collections.
Limited Editions: Providing customers with limited edition merchandise that has scarcity appeal.
Strategic Store Locations: Opening boutiques in elite locations globally to reach their targeted audience.
These are aimed at creating an emotional and aspirational reaction that aligns with the Versace brand identity.
Urbethh: Where Illusion Meets Reality
Urbethh is a clothing brand where the urban and the ethnic come together as one. Our designs are a unique amalgamation where we incorporate the power of Zeus, the beauty of Aphrodite, and the charm of Krishna and bring forth a beautiful masterpiece through our use of traditional techniques like block printing or hand painting.
We target our marketing communications at
Storytelling: Emphasizing the blend of cultures, and the skill that went into each design.
Community Engagement: Developing a community that recognizes and appreciates the mix of urban and ethnic design.
Digital Presence: Using social media platforms to share our story and reach our community.
Comparative Insights
Though Versace relies on brand heritage to position itself among luxury, Urbethh seeks to tell a story and blend cultures to reach a wide number of people. The two companies are also keen to emphasize that digital online presence is essential in their marketing communications.
This case analysis offered key insights to successfully leverage integrated marketing communications strategies not only in established companies, but in startups like the two discussed in this paper.