Post on 10-Apr-2015
description
Giorgio Armani: The Businessman, the Designer
& the Brand
Submitted To: Mr. Nitin Malik
Submitted By:Manish Saran
‘Most Coveted Fashion Brands’ -2007World's Wealthiest Designer – Forbes (2001,2006)Famous clients - Jodie Foster, Ricky Martin, Michelle
Pfeiffer, Matt Damon …‘Superstar Award’ – 2004Designed - ‘Barbie’ Doll (2003)Funds for ‘YouthAIDS’ & ‘Room to Grow’CFDA International Award (1983) First Designer – Cover page of ‘Time’ (1982)Neiman-Marcus Award (1979)
July 11, 1934 in northern Italian town of PiacenzaInitially Aspired - Doctor1953 - Assigned Infirmary1954 - Joined ‘La Rinescente’ - Window Dresser Buyer1960 - Joined Nino Cerruti (Cerruti) - Assistant Designer for his Men's Wear brand, Hitman‘Ungaro’ & ‘Zegna’1966 - Sergio Galeotti (Galeotti)1970 - Left Cerruti & established his own freelance business1974 - Brought out his first line of Men's Wear under his own name 1975 - Officially launched - Giorgio Armani1975 - Brought out Women's Wear line using men's fabrics
“Fashion should evolve rather than change
drastically from year to year”
Unique and Personality based
Maintains the aura of a real luxury brand
Reflect the personality of their creator
14 Armani branded hotels and resorts by 2011
Invading in mobile market - Samsung
Strict Licensing PolicyGruppo GFT - Signature Giorgio Armani LineL’ Oreal – Perfumes & CosmeticsLuxottica - SpectaclesFossil - Watches & JewelrySimint – Jeans , Junior & Emporio Armani men's wearAntinea - Emporio women's wear
Single Brand Strategy
Combined Exclusivity with AccessibilityProvide Quality, Sophistication & style – Timeless values with global appeal
The founders' dilemma – Empire is built on a strong and charismatic founder and leader
company seems not to have made any plans for life after Giorgio Armani“not for the today, not for tomorrow but perhaps for after tomorrow”
Brand dilution due to over-stretch - Strong brands provide companies a very powerful tool to enter newer markets
extended its strong brand equity a bit too farBy franchising their brand names to literally everything, these brands losses exclusivity
Managing brand architecture - maintaining consistency across all of its marketing communications and other activities
Treading on a double-edged swordStrength is core business
Maintaining financial independence – solo shareholder of the company from its inception thus voiding day-to-day financial pressures
Consolidation happen anytime
Sustaining consistent brand personality - building a relevant and resonant personality
www.giorgioarmani.comwww.designfeast.comwww.fashion.about.comhttp://heronway.blogspot.com/2008/01/in-early-1990s-armani-underwent. www.samsung.phone.goes.armani www.findarticles.com http://www.knowledgeproblem.com A Day in the Life: Giorgio Armani - November 30, 2006 –CNNEver Armani, the age, July 16, 2004Armani after all, Newsweek, September 3, 2001