Versace: new store format and Madonna as testimonial

The Versace boutique on Via Montenapoleone, Milan, reopened yesterday morning with new, but temporary, furnishings in a run up to the end-2005 presentation of the new format, one of the items in the industrial plan presented by Chief-Executive Giancarlo Di Risio, last December .

The interim image has simplified furnishings, colors and symbols typifying Versace world. Fewer Medusas (in the future they will be used only for the first prêt-à-porter line) and three basic colors like white, black and gold.

The new concept is also designed to meet the brand's new requirements at product level and will respond to a merchandising mix that will place greater emphasis on leather accessories, eyewear and perfumes. Store windows will also change: in Milan the current completely closed rears will be replaced by lit panels to give a view of the boutique interior.

Appearing in Versace windows worldwide starting February 1, Madonna will be making her debut as the star of the next spring-summer 2005 advertising campaign. The four different images of the campaign are based on the woman-in-the-office theme and are signed by the renowned fashion photographer, Mario Testino.

(Source: Milano Finanza Fashion)