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Armani

Armani

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Published by chinmaya.parija
Assisgment on Strategic Brand Management. the Assignmnet is on the Armani Brand.
Assisgment on Strategic Brand Management. the Assignmnet is on the Armani Brand.

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Published by: chinmaya.parija on Jul 26, 2009
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07/30/2013

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ASSIGNMENT OFSTRATEGIC BRAND MANAGEMENT
Submitted to:
Submitted by:
Prof. TRILOK NATH SINDHWANI
CHINMAYA KUMARPARIJA
Giorgio Armani - the ultimate fashion brand
 
The Giorgio Armani brand owned and run by the founder designer Giorgio Armani hasearned the much hallowed space in the fashion industry through its superior design, relevantthemes and trends. It maintains the aura of a real luxury brand. Not only has Giorgio Armani become one of the most respected and known brand names in the fashion and luxury brandindustry, it is also one of the most highly valued fashion companies in the world with a valueof nearly 3 billion Euros.
The Giorgio Armani brand strategy
 The mention of the Annual Academy Awards ceremony brings to mind the glittering ritual,the red carpet, and the galaxy of Hollywood stars. The Academy awards have become asmuch an event about films and awards as it has about the celebrities and their fashionstatements. One of the regulars at the Annual Academy Awards event along with the stars andthe glamour has been the ultra premium and exclusive fashion wear from the Giorgio Armanistable - the Armani suits donned by the leading Hollywood men and the Armani eveninggowns and other haute couture dresses worn by the celestial Hollywood beauties.The Giorgio Armani company owned and run by the founder designer Giorgio Armani hasearned the much hallowed space in the fashion industry through its superior design, relevantthemes and trends appealing to the current crop of customers and by maintaining the aura of areal luxury brand.
Introduction
 Giorgio Armani started the company of his namesake back in 1975. Being a designer himself,he made apparel with his sense of aesthetics, beauty and luxury, a sense that appealed to theelite of the society that today includes the royalty of Belgium, the royal families of manyAsian countries and even the opulent women from the Middle East and the high and mightystars from Hollywood among many other prominent customers. For almost 30 years now,Armani has been a privately held company with the founder Giorgio Armani being the soleshareholder.With many sub-brands designed under the parent umbrella brand of Giorgio Armani to cater to the specific needs of different market segments, it has become one of the strongest fashionand luxury brands in the world. Not only has Giorgio Armani become one of the mostrespected and known brand names in the fashion industry, it is also one of the most highlyvalued fashion companies in the world with a value of nearly 3 billion Euros.Giorgio Armani is also very expansive in Asia Pacific with its multiple future growth marketsfor luxury brands. For example, China is embracing premium fashion and luxury goods at anincreasing pace, and Giorgio Armani has been one of the forerunners to exploit the market potential. There are approximately around 10-13 million Chinese luxury brand customers.
 
Giorgio Armani opened its Emporio Armani store next to Shanghai's historic "The Bund" in2004 and plans on opening nearly 30 stores by the end of 2008.
The Brand Philosophy
 Unlike the usual practices of branding that are normally seen in the consumer goods industry,the branding philosophy in the fashion and luxury goods industry is quite unique and personality based. Most of the famous fashion houses like Christian Dior, Yves Saint-Laurent,Gucci, Versace, Giorgio Armani and many others were built on the personality of thefounders. As design is the most important ingredient of fashion and luxury apparel, theindividual style of these designers becomes crucial to creating and sustaining the fashion brand strategy. It is these unique designs and patterns that reflect the personality of their creator that gives an identity to the brand and helps to differentiate it from the crowd.The Giorgio Armani fashion house, like many other fashion houses, has been built primarilyon the unique personality and identity of Giorgio Armani himself. The brand takes on theidentity of the founder through the designs created.Though this aspect of the fashion industry provides fashion houses with a strong sense of differentiation that can be conveyed in a tangible and visual form, it also poses a seriousthreat. When an entire brand and fashion house are built on the basis of the founders' personality and identity, it becomes a major challenge to keep the brand going after thedemise of the founder, something many of the fashion houses have realized in the recent past.
The Giorgio Armani Brand Architecture
 Whenever a brand gains popularity and acceptance from its target customers in its core business, the next obvious step for the brand is to charter a new course by venturing intodifferent product lines, different segments, and ever different markets. This phenomenonseems common across industry sectors.Giorgio Armani with its iconic popularity amongst the elite of the society and the fashionliterate segment of the market has followed similar steps by extending the brand. Today theArmani brand architecture encompasses one corporate brand and five sub-brands, eachcatering to different sets of target customers and at different price levels.
The signature Giorgio Armani line:
This is the main collection of apparel that consists of the signature Armani suits, Oscar gowns and so on, which are of the ultra-premium price points and essentially targeting consumers in the 35-50 year old age group.
Armani Collezioni:
This is Armani's venture into a slightly lower market segment. This basically caters to the segment of people who aspire to wear Armani apparel but cannotafford the ultimate signature line, or to those who crave to add extra products to their existing

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