Who is the Versace customer?

But wealthy consumers are still buying, and, this season, loud luxury is creeping back to the fore. This year, Versace is seeing double-digit growth in the top-tier consumer, or very important customer (VIC), segment, Georgina Scholtens-Day, global VP of marketing, communications, digital and customer journey, told investors on Wednesday before teasing the debut of a new luxury line at Versace’s Milan Fashion Week Autumn/Winter 2025 show.

Atelier Versace hasn’t shown since Autumn/Winter 2017. Could this new line fill the gap? Critics’ fingers are crossed. “When the couture was there, I could easily associate it with the rich and famous,” Chabbi says, of who he thinks the Versace consumer is. “Right now, I think I only associate it with the rich.”

Currently, women consumers dominate – in product and communications. One of Versace’s goals is to build its men’s market share, Gintzburger said on Wednesday, upping revenues by 25 per cent from $250 to $300 million. To do so, the brand will offer a “more complete wardrobe”, he said, focusing on tailoring and sportswear.

In a dream scenario for Chabbi, Versace would bring in a menswear creative director to steer this direction. He proposes Casablanca’s Charaf Tajer. “It’s the perfect blend.”

Young and keen

Not all of Versace’s customers are longtime luxury shoppers. There’s an aspirational aspect to the brand, especially when it comes to accessories, says Mytheresa’s Hsu.

For Spring/Summer 2025, Versace made like Gen Z favourites Miu Miu and Coach and released bag charms. Its engagements with celebrities is also central to the brand’s bid for younger clients, Scholtens-Day said on Wednesday. Stars from Dua Lipa to Olivia Rodrigo regularly wear the brand.

Lily Rose Depp in Versace at the 2019 Met Gala.

Photo: Nancy Rivera/Bauer-Griffin/GC Images

Olivia Rodrigo in Versace at the 2025 Grammys.

Photo: Matt Winkelmeyer/Getty Image

But for a moment, Versace lost some ground with the all-important aspirational consumer, Gintzburger told investors on Wednesday. “We might have moved a little too quickly for the aspirational client. We lost some ground here, due to our historical exposure to that consumer segment,” he explained. “However, as we have quickly adjusted our product offering – particularly in accessories and footwear – we’re starting to see some traction that gives us confidence to move forward.”

Launched in November, the Tag Bag ($1,190) already represents 20 per cent of Versace’s full-priced handbag sales, Scholtens-Day said on Wednesday, describing it as “a cornerstone of [Versace’s] growth opportunity with younger and aspirational clients”. The goal now is to grow accessories to $600 million (it’s now at $300); and scale the footwear business to $250 million (from $160).

_{Images are for reference only.Images and contents gathered automatic from google or 3rd party sources.All rights on the images and contents are with their legal original owners.}