Professional Documents
Culture Documents
Armani
- the ultimate
fashion brand
By,
Kaushik.K
Giorgio Armani- The
Businessman, Designer &
“My Philosophy has always been to help
women & men feel comfortable and
confident through the clothes they wear”
Establishment, growth and
extension of a major designer
• 1934 Born in Italy, Inspired to become a doctor, but joined the
Infirmary in 1953.
• In1954 joined joined La Rinescente, as a window dresser. He
was later promoted as a buyer.
• In the early 1960s, he joined Nino Cerruti, a prominent fashion
designer, as an assistant designer for his men's wear brand,
Hitman. Over the next few years, Armani took up freelance
work for several clothing
• In 1974, with his partner Sergio Galeotti, he established
Giorgio Armani S.p.A with a menswear label, introducing a
womenswear line in 1975.
• Being a designer himself, he made apparel with his sense of
aesthetics, beauty and luxury, a sense that appealed to the
elite of the society that today includes the royalty of Belgium,
the royal families of many Asian countries and even the
• The company designs and manufactures with many sub-
brands designed under the parent umbrella brand of
Giorgio Armani to cater to the specific needs of different
market segments, they divulged into fashion accessories,
apparel, cosmetics, fragrances, home interiors, jewelry,
eyewear and watches under several labels like
• The signature Giorgio Armani line- Armani suits, Oscar
gowns, they are ultra priced, it caters to the Elite age group
between 30-35.
• Emporio Armani- Provides contemprory designs for the age
group between 20-35.
• Armani jeans- Value segment for the age group 18-35
• A/X Armani Exchange: This is the licensed brand of chain
of retail outlets of Armani fashion house. This serves as the
ultimate testimony to the power of the brand. By providing
the entire range of its apparels and accessories.
• Armani has been able to come up with winning
concepts in the other product lines of cosmetics,
watches, jewelry and eye wear.
• But Armani has not stopped at just these product
categories: Armani has extended the brand into
multiple other categories such as Armani Casa
(up-market furniture), Armani-branded Dolci
(confectionary), and Armani-branded Fiori
(Flowers).
• Armani teamed up with Samsung to make the
Giorgio Armani cell phone similar to the LG Prada
• In Feb2009 He opened up his first U.S Restaurant,
Strategies adopted to
differentiate over Rivals
• Armani produces highly differentiated, expensive clothes that are
affordable only to the very rich. They supplement their sales by
producing a line of upscale ready-to-wear fashion for sale in luxury
department stores.
• The Giorgio Armani fashion house, like many other fashion houses,
has been built primarily on the unique personality and identity of
Giorgio Armani himself. The brand takes on the identity of the
founder through the designs created.(Founders identity)
• His collections define style and he is continuously creating
trendsetting styles in the industry
• Their suits & coats used by Hollywood stars during the
OSCARS.(Image differentiation)
• In contrast to some of his fellow designers like Gianni Versace
(Versace), who used bright colors and bold designs, Armani
preferred a neutral palette with simple cuts
• Giorgio Armani is one of the world's most desirable brands,
according to an online consumer survey. The company
found that one in three consumers would buy products by
the luxury brands.“Giorgio Armani clearly understand that
strong brands make profitable businesses,”
• It has nearly 300 stores in 36 countries. It is selling its
products through e-market . (Global reach)