The Giorgio Armani Brand

The Armani brand was established the year 1974 in Milan Italy by Giorgio Armani and Sergio Galeotti. Whereas their men fashion, which they first started working on, became a huge success they started to fund for women's fashion line.

By the year 1975 the Armani brand had become a fashion seal for women also.

Men Jeans

Today it is with the biggest fashion brand in the world with 4700 employees by the end of 2005 and sales for about 1.69 billion dollars.

Giorgio Armani himself is born the 11th of July the year 1934 and has become a seal for high class fashion and the ambassador of fashion for Italy to the world.

The marketing behind the fashion brand is very dissimilar as in behind other fashion products. When fashion houses make their image behind the brand they tend to use their own personality, in this case Giorgio Armani himself, and try to recreate their persona in the cloths and products. The strategy behind Armani is luxury. In most cases when you ask people what comes first to mind when they hear their brand name is costly luxury clothes, costly sunglasses and good perfumes. Or in one word luxury.

For example to own an Armani suit could be a seal of power and significance

Like with all brands in the world, after a long time of success they tend to improve in other products like perfumes, furniture's, watches, cosmetics and many more like Armani has done. But what I´m in general going to talk about is their basal for the brand, the clothing and the clothing lines they produce.

Signature Giorgio Armani Line: Is their most costly line, their pride and joy, the line that their empire is based on. The targeted market group are the rich and famous, people on the age 35-50 years old. A lot of actors are in these sort of clothing, specially on the Oscars. But Armani became an superstar in fashion because all the actors wanted to wear his brand on the Oscars.

Armani Collezioni: Is the costly line for the young people, 25-35 years old and have been the most foremost line for last integrate of years. As an example: David Beckham is the face of this line and Dj Tiesto is the legal Armani Dj (he only wears Emporio Armani)

Armani Jeans: Their cheapest line, targeting people on the age 18-30 years old. For the young crowd that hasn't got that much money in the middle of their hands. With this line they are giving the youngest crowd an opening to buy and where the Armani brand.

A/X Armani Exhange: This chain of brand is their outlet line around the world where people can buy varied accessories, not only clothing but also jewelry, cosmetics and many more. This line shows just how much power lies behind the Armani brand when a brand this big and costly can have outlets all around the world so that you can gear up wholly for the weekend, dinner party, the meeting or anyone you are about to do.

The hereafter of Armani.

Like I said here before, Giorgio Armani is the brand, and the brand is him. When you buy something from that brand then you are buying something that he has personally worked on himself to make your perceive of wearing his goods as good as it gets.

What can be a downfall for fashion lines is when the name itself dies, there often comes up problems when that happens. The next man to take over the line could take the line in a wholly dissimilar direction and by that lose all the loyal customers. This has become a problem for the Armani brand as Giorgio Armani is now 74 or 75 years old and maybe doesn't have many days left. He recently said in an interview that he has not yet started to find a worthy successor, which is by my thought a no ifs ands or buts bad thing, because that can take years to find one.

Other thing that could be their Achilles heel, because there is so much going on in their fashion house, so many products, that they could lose their contextual of all their products. All things that bears the Armani name should have a similar context, either it's a suit or a coffee mug, there should be similar style, because this is the same brand. And when the brand is this big you can no ifs ands or buts lose sight of the context over all the products.

But to their advantage it is that the brand is all the time classic, and lasts for decades. There aren't many clothing lines that can last you in style for maybe a decade. Like Celine Dion said that it doesn't matter if you own a 10 year old suit or clothing from Armani, they will all the time suit you and you will all the time look amazing and glamorous. After all this is Armani!

The Giorgio Armani Brand

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