Armani
2033 mots
9 pages
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 and maintain 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, because they 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 architecture of 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 changed after completing the assignment.
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I put a lot of time and effort in this paper; and I hope you will enjoy reading it.
II. The designer History
“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 to