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