This basically caters to the segment of people who aspire to wear high quality Armani apparel but cannot afford the ultimate signature line, or to those who crave to add extra products to their existing portfolios. Armani Jeans: This is the lowest range of Armani apparel. This Armani brand is to the value segment what the signature line is to the premium segment.
Catering necessarily to the young adults in the 18 to 30 year old age group, the Armani Jeans collection provides a trendy yet fashionable and luxurious line of apparel. Armani Junior: This kids fashion brand was designed specifically for infants and children.
The brand is best known for its sophisticated simplicity, sleek tailoring and classic colours. Taking inspiration from the adult line, sumptuous materials and attention to detail are combined to create a collection which is synonymous with quality.
Armani Junior : This kids fashion brand was designed specifically for infants and children. The corporate brand and sub-brands help Giorgio Armani to operate in many segments of the fashion apparel market. But this is not all. Not only does Armani straddle many segments of the same product category, but also many different product categories. Leveraging its strong brand equity in the fashion apparel market, Giorgio Armani has ventured into other related categories like eye wear, watches and cosmetics.
These are made available in each of the above-mentioned brand categories to ensure that it is available to the different segments of the market. It is usually argued that eye wear, perfumes, watches and cosmetics are strongly related to fashion and luxury and thus it is natural for fashion houses to extend their brands into these categories. Giorgio Armani is a very strong example for this argument.
By leveraging its expert knowledge of the fashion and luxury industry, Armani has been able to come up with winning concepts in the other product lines of cosmetics, watches, jewellery, eye wear, underwear and loungewear. But Armani has not stopped at fashion as a product category.
Armani has extended the brand into multiple other categories, such as:. Armani Casa home collection : This brand shows how Giorgio Armani presents his ideal for living, his dream of the perfect environment: an intimate and comfortable space in which to relax, unwind and entertain. It offers up-market furniture, home accessories, textiles and decorative objects, as well as interior design services for a variety of spaces including yachts, planes and villas.
The project consists of homes, a 5A office building, a shopping street, underground malls and supporting facilities. The design and building of facilities was managed by Armani Casa.
Armani Beauty fragrances and cosmetics : This beauty line reflects the signature Armani sophistication in its makeup, skincare and fragrances. It teams up with international makeup artists, like Linda Cantello, to communicate its expert knowledge in the art of beauty.
One of the precious ingredients used in its fragrances is the Damask Rose, which requires precise extraction methods. The range of products is exclusive and distinguishes itself not just by its high quality but also the rich and sophisticated image of its refined packaging. The boutiques offer arrangements and decorative elements with clean lines in sophisticated colours. Armani Ristorante and Caffes restaurants and cafes : This is a bold move by Armani to enter the food business, but it has been proven a success thus far.
Its restaurants are located in prime cities, are impeccably designed and offer only the best cuisine that allows diners to dine in style, reflecting the brand philosophy. Armani Hotels hotels : Armani expanded into the hospitality industry by striking a deal with Dubai-based property group Emaar in to come up with a chain of Armani branded hotels and resorts.
It unveiled its Armani Residences, a luxury collection of private residence homes in Burj Dubai, the tallest building in the world in and its Armani Hotel Dubai in the same building in In , it launched Armani Hotel Milano in the Manzoni 31 building, right at the heart of the prestigious Quadrilatero della Moda.
In , the Armani Hotel Dubai was named the most luxurious hotel in the world by the World Luxury Hotel Awards for its award-winning facilities as well as its warm, Italian-style service. Armani Clubs premier nightclubs : Armani has also opened premier nightclubs in Milano and Dubai, distinguished by their discreet character, impeccable design and refined elegance.
Armani Silos museum : To add to this wide portfolio of brands, Armani opened Armani Silos in April in Milan to mark 40 years of his career. As is the trend in the fashion industry to operate in the entire spectrum from apparel, jewellery, cosmetics, watches, perfumes and luxury hotels, Armani has been able to leverage its brand equity to be present in most of these lucrative sectors.
Giorgio Armani is truly a success story of classic brand management — appealing to people through its entire brand experience and philosophy, rather than only through its products.
Armani later pursued the strategy of maintaining a very small number of these lower-priced outlets to maintain the brand's allure, as well as the profit margins he expected. In fact, Armani was unique among brands in limiting the maximum amount of business its licensees could each generate. Alitalia hired Armani to design new outfits for its flight attendants and the interiors of its MD airliners in the early s. The firm also designed the uniforms for Italy's World Cup soccer team, and those for Britain's Newcastle United team in In , Armani opened two stores in Manhattan, one an Emporio Armani store, and the other, the four-story flagship of the chain.
The same year, the first Armani Jeans store opened in Rome and Armani watches were introduced. July was marked by the murder in Miami of Armani's fiercest rival in Milan, the flamboyant Gianni Versace. The next month, Armani was reported to be considering either taking his company public or taking in a partner, and the Armani Group underwent a reorganization. Police canceled an Emporio Armani fashion show in Paris on March 12, , citing security concerns. To some, this affront seemed rather to be a sign of the longstanding rivalry between the French and Italian fashion industries.
The Armani Group continued to roll out new categories of products. An accessories division was created in ; the first accessories store would open in Milan two years later.
Also in , Armani entered e-commerce with armaniexchange. Consolidated revenue rose 12 percent in , though net income fell 12 percent, largely due to taxes on a sale of shares held in Luxottica.
Global retail sales exceeded L 7 trillion EUR 3. During , the company launched a joint venture with the Zegna Group, called Trimil, to produce and distribute the Armani Collezioni line of men's clothing. Giorgio Armani Cosmetics debuted. Armani Casa, a home fashion store, opened after years of planning. A series of Armani-related web sites were launched and plans for a new headquarters office were underway. Armani was, though, unable to acquire the armani. During the year, Armani was honored with an exhibit at New York's Guggenheim Museum for changing the way people dressed in the previous quarter century.
At this stage in his career, Armani was finding inspiration in the marriage of Eastern minimalism and Western luxury. The store carried not just clothes, but flowers, books, food sushi , and home furnishings. The company was hit by the departure of several key executives, including Managing Director Giuseppe Brusone, who had been with Armani for 15 years.
In , Giorgio Armani announced plans for a joint venture with Vestimenta S. Armani continued to resist the trend towards consolidation in the luxury goods industry.
Principal Subsidiaries: Antinea S. Principal Competitors: Gianni Versace, S. Customers want to enjoy the shopping experience. Their request is to be entertained. At the same time, he claimed this diversification would help wholesale accounts to sell and display the collections. Retailers agree. The lines were blurred before. This is hard to do when you have multiple brands. He referenced Burberry and Marc Jacobs as successful examples of this strategy, which also conveys a lifestyle message.
By consolidating the brands under one Armani brand message and assuming a clearly defined tiering, distribution and marketing strategy, we are confident that this should cut through to the consumer.
It has potential to be a good move with each remaining brand having a broader scope and breadth of price point. In the end it will come down to the product and the perceived value of the collection. If the product is good and the prices are competitive and it is marketed in a compelling way that the customer understands and can relate to, then it will have been a good decision. From a retail perspective, it makes sense that they are looking for a way to jump-start and reignite the customer interest in and relevance of the Collezioni brand.
Armando Branchini, deputy chairman of Milan-based consultancy InterCorporate, also weighed in. This will reduce third-party doors while helping them to increase their sales performance.
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