Evolving the Versace Client Experience post pandemic
VERSACE
How might we evolve and revitalize the Versace Client Experience by integrating the newly developed digital touch points while fostering in-store employees’ engagement and sense of purpose within the post-pandemic context?
CHALLENGE
STRATEGY
The luxury consumer segment has grown throughout the pandemic and become more diverse. This diversity has created new demands on what luxury brands should be as well as should do. Shifton and Danzi Consulting came together to introduce a human-centric approach to the Versace Client Experience and worked with brand stakeholders to envision its future scenario and desired impact. We re-defined values and narrative supporting the needed evolution and co-designed the new human-centric experience for the retail teams and their customers.
After a research phase including one-to-one interviews with retail teams and key stakeholders (including CEO and regional presidents) and desk research for best practices and case studies, we conducted a strategic workshop to envision the new experience scenario and the impact the brand wanted to generate. The three Versace emotions found new meaning and the new keywords of fashion, Italian, and culture were unpacked and brought to life. As a final output, we produced a 4-session highly interactive Train The Trainer program and a Training Toolkit to support in-store training sessions.
OUTCOME
Laying the Foundation for Digital Transformation
Shifting mindset from Transactions to Relationships
Bringing a DTC Mindset to traditional Interior Design