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Giorgio Armani


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Giorgio Armani

  1. 2. ITM 64 – A7 <ul><li>Mihir Lakhani </li></ul><ul><li>Bharat Bhanushali </li></ul><ul><li>Yogesh Bandharkar </li></ul><ul><li>Sunil D’costa </li></ul><ul><li>Preetam Shanthi </li></ul>
  2. 3. Giorgio Armani <ul><li>“ My philosophy has always been to help women & men feel comfortable & confident through the clothes they wear ” </li></ul>
  3. 4. The journey begins ………….. <ul><li>July 11, 1934 born in Piacenza, Italy. </li></ul><ul><li>1974: brought out his first line of men’s wear under GA </li></ul><ul><li>1975: officially launched – Giorgio Armani </li></ul><ul><li>1979: Establishes Giorgio Armani Corporation USA. </li></ul><ul><li>1981: Opens the first Emporio Armani store (Milano) </li></ul><ul><li>1981: Launched Perfume Giorgio Beverly Hills </li></ul><ul><li>1986: Armani Junior store (Milano) </li></ul><ul><li>1989: Emporio Armani Express restaurant (London) </li></ul><ul><li>1991: A/X Armani Exchange store (Soho-New York) </li></ul><ul><li>2000 : Launches Giorgio Armani global web site </li></ul><ul><li>2010: OpensArmani Hotel (Dubai) </li></ul>
  4. 5. The journey begins ………….. Giorgio Armani S.P.A. is an international Italian fashion house that designs, manufactures, distributes, and retails haute couture, ready-to-wear, leather goods, shoes, watches, jewelry, accessories, eyewear, cosmetics, and home interiors. The brand markets these products under several, highly-specialized sub-labels. The Armani name has become synonymous with high-fashion and couture worldwide and is considered one of the most prestigious names in the fashion industry. End of year sales for 2005 were $1.69 billion
  5. 6. Product Strategy <ul><li>High Class And Luxury </li></ul><ul><li>Highest Quality Luxury Goods </li></ul><ul><li>Exclusive Design & Style </li></ul>
  6. 7. Product Strategy
  7. 8. Product Lines <ul><li>fashion accessories </li></ul><ul><li>fashion apparel </li></ul><ul><li>underwear </li></ul><ul><li>swimwear </li></ul><ul><li>bodywear </li></ul><ul><li>cosmetics </li></ul><ul><li>fragrances </li></ul><ul><li>home interiors </li></ul><ul><li>jewellery </li></ul><ul><li>eyewear </li></ul><ul><li>mobile </li></ul>
  8. 9. Brand Strategy “ Fashion should evolve rather than change drastically from year to year” <ul><li>Unique and Personality based </li></ul><ul><li>Maintains the aura of a real luxury brand </li></ul><ul><li>Reflect the personality of their creator </li></ul>
  9. 10. Brand Strategy Giorgio Armani with its iconic popularity amongst the elite of the society and the fashion literate segment of the market has ventured into different product lines, different segments, and ever different markets by extending the brand. Today the Armani brand architecture encompasses one corporate brand and many sub-brands, each catering to different sets of target customers and at different price levels.
  10. 11. Brand Names <ul><li>Giorgio Armani </li></ul><ul><li>Armani Collezioni </li></ul><ul><li>Emporio Armani </li></ul><ul><li>AJ | Armani Jeans </li></ul><ul><li>A/X Armani Exchange </li></ul><ul><li>Armani Junior </li></ul><ul><li>Armani Casa </li></ul><ul><li>Armani Libri </li></ul><ul><li>Armani Fiori </li></ul><ul><li>Armani Dolci </li></ul>
  11. 12. Competitor Analysis GIORGIO ARMANI LOUIS VUITTON FORM High class Luxury products Producing high class and luxury products FEATURES Symbol of highest quality luxury goods Using the high class fabrics and materials in their products OUTLETS <ul><li>Owned stores </li></ul><ul><li>E market like </li></ul><ul><li>Own stores </li></ul><ul><li>High end departmental stores </li></ul>PERSONNEL <ul><li>Young excited staff, </li></ul><ul><li>VIP treatment </li></ul><ul><li>Motivated staff </li></ul><ul><li>Well trained </li></ul>IMAGE <ul><li>Symbol of luxury goods and VIP lifestyle </li></ul><ul><li>Hollywood actors and actresses are found in giorgio armani </li></ul><ul><li>Celebrity following </li></ul><ul><li>Famous models and actresses </li></ul>
  12. 13. STP Analysis <ul><li>It’s a symbol of style & luxury. Armani’s Target Segment is the one looking for their status & comforts. </li></ul><ul><li>Segments covered are </li></ul><ul><li>Celebrities </li></ul><ul><li>VIP’s </li></ul><ul><li>Higher income groups </li></ul><ul><li>Business class </li></ul><ul><li>All market segmentation ranging from fragrances to apparels to clothing to home interiors. </li></ul><ul><li>Armani is positioned as a Luxurious Brand selling well-designed & expensive products. </li></ul>
  13. 14. Marketing Strategy <ul><li>Giorgio Armani is producing high class and luxury Products </li></ul><ul><li>Warm and Celebrity like treatment </li></ul><ul><li>300 Owned stores in 36 countries </li></ul><ul><li>Giorgio Armani Sells its products online </li></ul><ul><li>Giorgio Armani is the symbol of luxury goods and VIP lifestyle. </li></ul><ul><li>Most of the time, Hollywood actors and actresses are found wearing Giorgio Armani </li></ul>
  14. 15. What Does Armani Say Do not mask yourself following trends which do not belong you Be yourself in a fine manner Find your own style
  15. 16. Communication Strategy <ul><li>Armani controls in a very careful way communication campaigns, leaving very little room to photograph and choosing himself models, locations, colors and merchandising. </li></ul><ul><li>Uses to spend a lot of time talking to the shop assistants in Milan to transfer them the entire brand concept. </li></ul><ul><li>The corporate communication is entirely managed by Giorgio Armani. </li></ul><ul><li>One can easily recognize the distinctive sign of Armani's style in its communication. </li></ul>
  16. 17. Online Communication Company website
  17. 18. Online Communication Beauty
  18. 19. Online Communication Armani Exchange www.
  19. 20. Online Communication Armani Jeans www.
  20. 21. Online Communication Emporio Armani www.
  21. 22. Online Communication Armani Casa www.
  22. 23. Online Communication Armani Junior www.
  23. 24. Online Communication Armani Hotels www. Armani Hotels Dubai
  24. 25. Online Communication Armani Hotels www. Armani Hotels Dubai
  25. 26. Thank You Company website