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I. Introduction

‘Branding is not about getting your consumers to choose you over the competition. It is about getting them to see you as the only solution.’

L. Aldisert

This paper is about the analysis of the current brand strategy of the fashion luxury company Giorgio Armani in the UK market. Brand management represents very sophisticated business processes whose aim is to assembly andmaintain over the time the unique mix of physical attributes and intangible values that distinguish one brand identity from others.

Armani has a huge portfolio but in this paper I will only concentrate on the 5 ready-to-wear brands: Giorgio Armani, Armani Collezioni, Emporio Armani, Armani Jeans and Armani Exchange. I thought that these will be the most interesting brands to look at, becausethey represent the core business of Armani.

As a first step, for a better understanding of the topic, a short historical background of Giorgio Armani will be given. It will be followed by a small description of his unique design approach, some facts about the company, an insight into the current luxury market and the target audience. Afterwards I will explain the brand portfolio and architectureof the Armani Brands in detail (different branding models will be covered). This chapter provides us with a clearer view of Armani’s specific branding strategy. As a next step I will describe the brand proposition and positions of the 5 chosen sub-brands.

Last but not least you will find my reflective statement. It gives you some information about how my view of branding management has changedafter completing the assignment.
I put a lot of time and effort in this paper; and I hope you will enjoy reading it.

II. The designer

“Born on July 11, 1934, Giorgio Armani grew up with his sister and brother in the northern Italian town of Piacenza. In 1957, following two years of study in medicine at the University of Piacenza, Giorgio Armani decided to leave in order topursue his interest in fashion accepting a job as a merchandiser at the Rinascente department store. Thereafter, Mr. Armani worked as a fashion designer for Nino Cerruti, and then as a free-lance designer for various companies, all resulting in an exceptionally rich and varied evolution of his style.” (Armani Press, 2008,a)
His style

“When I think about style, I think of it as the only realluxury, in which anyone can afford to indulge, with or without money. When I think about elegance, I think of how one achieves it only be silencing loud trends! »
Giorgio Armani

In an interview with Giorgio Armani he stated that ‘his sources of inspiration are ever since the same - travel, film, books, music and art; essentially the culture that surrounds him. He believes that clothing shouldalways celebrate the personality of the wearer, and not overwhelm it. People express themselves through their dress. This is different to the desire to mould the wearer to a particular look. The person should always come first, and the clothes should be a way of showcasing the personality. In his case, he tries to do this through understatement and discreet glamour and elegance.’ (McCartney, 2006)He wants to create credible fashion not changing drastically every season

III. The company
‘Giorgio Armani S.p.A. was founded in Milan on July 24th, 1975 by Sergio Galeotti and Giorgio Armani - and later that year, the first Giorgio Armani Borgonuovo 21 ready-to-wear collection (S/S 1976) was presented. Giorgio Armani, 71, is the President and Chief Executive of Giorgio Armani S.p.A., one ofthe world's leading fashion and lifestyle design houses, with more than Euro 4 billion in worldwide retail sales, 5,000 direct employees, 13 factories, and a direct network of over 300 exclusive retail stores in 39 countries. Under Mr. Armani's direction, Giorgio Armani S.p.A. Group, in which he is the sole shareholder, today stands as one of the few remaining independent privately-owned companies...
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