BA Marketing Management

BRAND MANAGEMENT: ASSIGNMENT - ARMANI

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➢ PART A

Armani is an success luxury brand, knows all over the word thank to it Italian designer Giorgio Armani who managed brand strategy perfectly. He ace to develop a fully diversified coherent worldwide fashion and luxury brand , thank to a brand positioning which maintain prestige and develop masstige conjointly ; and it presence in all the lucrative segment of the fashion market. Moreover, Armani success to create and establish an Armani “lifestyle”. It strategy also founded on direct control over all the aspects of the design, manufacturing, distribution and retail processes . Thank to it notoriety and awareness of consumer , Armani could develop an stretching strategy , an other word an extending strategy , by creating many sub – brand which follow the same directions, the same concept , the unifying thread of strategy Armani ...

Giorgio Armani is the pioneer , who brought the concept of brand extending which consist to develop different sub-brand of a same brand covering the whole market . It’s the concept of segmentation , the brand want to target each segment of accessible to inaccessible : AX (Armani Exchange), Armani Jeans (AJ), Emporio Armani, Armani Collezioni, Giorgio Armani et Giorgio Armani Privé .

First of all , The Armani strategy consist to extend it brand thank to it reputation , it identity , it luxury image , in other words , Armani created luxury products under different aspects , developed a brand portfolio in order to “ better meet the demands of the market , not only though differentiated products but also through different brands and therefore different identities” according Jean Noel Kapferer. The first key of success is the personality of Giorgio Armani , the designer, indeed the identity of designer become crucial to creating and sustaining the fashion brand strategy . According to Jean Noel Kapferer “ brand