BA Marketing Management
BRAND MANAGEMENT: ASSIGNMENT - ARMANI
➢ 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 developmasstige 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 , another 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 eachsegment 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 “ brandidentity cannot be dissociated from the creator’s identity”, so could be a menace for the brand Armani when its creator Giorgio Armani will death . Armani follow an business model, according Jean Noel Kapferer , whose “ at the centre is the brand ideal” and the sub-brand , its extensions “ are around the edge , at a more or less equal distance from the centre” . That is to say each sub-brandmust be “all treated with equal care , since each of brings its own individual expression of this ideal to its target market” explains Kapferer .
In the same way , according to Neumeir , there are two mains models for organizing brand portfolios , in the case of Armani , it model is “ a branded-house , meaning that a company itself is the brand , and its products are subsets of the mainbrand”.
Armani became a real icons and institutions , the brand developed a business model , today it espouse values of growing importance in society to such an extent that they virtually became spokespeople for those values .
Furthermore , Armani ace to create a brand portfolio which target different type of consumers thank to each sub –brand which have its own personalities, but alwayswith a link toward the original brand . Thus, according to Jean-Noël Kapferer “ a brand portfolio is not an accumulation of independent brands but the reflection of a global strategy of market domination” , so in other words , the success of the Armani brand extension rest on a uniform marketing mix strategy for all the sub-brands. Moreover ,Armani have always proposed product high quality , itimage of luxury brand draw the attention of consumers , an luxury brand accessible with Armani Exchange for example , attract consumers who aren’t used to buying luxury products. Furthermore, the Armani strategy consist as a matter of fact to extend it brand by targeting the whole of the market. Indeed , Leveraging its strong brand equity in the fashion apparel market, Giorgio Armani has...
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