1. National institute of fashion technology
Hyderabad
Masters in fashion management
Semester 2
Fashion forecasting and product development
Product development process of Giorgio Armani Vs Louis
Philippe
Submitted By:
Proof I Chakarpani
Submitted By:
Deepika Agrawal (08)
2. Sr.no Topics
1 Introduction To Brands
2 Flow Chart
3 Product Development Process
4 Major Difference
5 Conclusion
6 Bibliography
Content
3. LOUIS PHILIPPE :
Madura Fashion & Lifestyle, a division of Aditya Birla Nuvo Ltd. is one of India’s fastest growing
branded apparel companies and a premium lifestyle player in the retail sector. After consolidating
its market leadership with its own brands, it introduced some of the leading international labels
enabling Indian consumers to buy the most prestigious global fashion and accessories within the
country.
The company’s brand portfolio includes products that range from affordable and mass-market to
luxurious, high-end styles that cater to every age group, from children and youth to men and
women. Madura Fashion & Lifestyle is defined by its brands — Louis Philippe, Van Heusen, Allen
Solly, Peter England and the people that personify style, attitude, luxury and comfort.
Madura Fashion & Lifestyle reaches its discerning customers through an extensive network
comprising 700 exclusive franchise stores, many department chains and over 2,000 premium
multi-brand trade outlets, both within and outside India.
The company’s lifestyle store, The Collective offers a unique blend of global fashion, international
trends and innovative customer services to customers in Bengaluru, Mumbai and Delhi.
Planet Fashion, the apparel-retail arm of Madura Fashion & Lifestyle, housing the company’s in-
house and other brands, is the largest chain of stores of its kind in India.
Giorgio Armani :
Giorgio Armani is an Italian designer from Italy. He is known for his gorgeous men's suits however,
he branched to designing women's wear as well, which has been an amazing success. He formed
his company in 1975 and It has been a success ever since. He now has seven labels and always
shows his new designs every fall and spring for Mercedes Benz fashion week. He has been my
favourite designer for a long time. Before I even knew about fashion or the modelling industry. I
always admired his work at a young age. Growing up in Italy Armani worked very hard to make his
name known. He worked in stores and regular jobs just like everyone else but he knew he had a
idea and he wanted his idea to be recognized. This blog will focus on his career and his lovely
designs and why I appreciate fashion so much.
Mission statement: When you dream big! and never give up you can become whatever you please
to be. No one knows if they will be a famous actor, model etc., but when you work hard and don't
get sucked into the word "failure". Your Success is high. Armani worked hard to be where he is
today. He is one of the most admired fashion designers in today's society. All because he had a
dream.
INTRODUCTION TO BRANDS
/
4. MARKET RESEARCH
DESIGN CONCEPT
IDEA SCREENING
BUSINESS ANALYSIS
DEVELOPMENT
TEST MARKETING
COMMERCIALIZATION
FEEDBACK
MARKET RESEARCH
DESIGN CONCEPT
BUSINESS ANALYSIS
DEVELOPMENT
COMMERCIALIZATION
FEEDBACK
Flow chart ARMANI Vs LP
5. BASE ARMANI LP
MARKT
RESEARCH
Market research:
• Direct interaction
• Personal contact
• Feedback
It involves communicating a concept or
message to a large audience. Armani does this
all the time, because advertising and
communicating to consumers is a great
marketing tool. This helps the company
understand who they are targeting because
they will see through sales.
Armani does this as well when he stops by his
stores to see how the stores are doing. To be
able to interact and speak to consumers is a
good thing. This again is a outstanding
marketing tool because this shows his
consumers; he cares. As a consumer of Armani
products I appreciate this from him.
Market research:
• Pre-forecast
The shirts were made from
the finest mill made cotton
fabrics in designs inspired by
the latest international
trends.
DESIGN
CONCEPT
Design concept:
• Customer suggestion
• Creative concept
Example, The customers suggested that he
design a women collection, and that he create
a cosmetic lines etc. Armani responded to this
by accepting the suggestions. Also the
employees of Armani see how the company is
doing from a hands on experience. The
employees of Armani suggested longer hours
to stay open, they also suggested the
employees wear Armani clothing to appeal to
the customers better.
Design concept:
The shirts were ‘mitered’;
lines making up stripes and
checks were all matched to
perfection on all the different
parts of the garment – a first
for the Indian market. Side
seams were double stitched
for reinforcement. The shirts
used international quality of
trims, threads, imported
interlining
(which did not bubble or lose
shape even after repeated
washes) and imported
buttons. Embellished with
the ‘Crest’ embroidered on
the cuff, the truly
international shirts
announced to the world that
you had ‘arrived’.
PRODUCT DEVELOPMENT PROCESS OF ARMANI Vs LP
6. BASE ARMAINI LP
IDEA
SCREENIN
G
Eliminates ideas that are not relevant to the
organizations product strategy. According, to
Armani he has a lot of ideas that he thought
would work, but turned out to be not what he
expected
There is no idea screening
takes place. Directly they
move to cost analysis.
BUSINESS
ANALYSIS
In Armani case he thinks about quality, he
figures if he has clothing that represents himself,
which is great quality clothing and classy at the
same time. People will buy his clothes no matter
what the price is. However, Armani didn't realize
that majority of people in America are not rich,
so he had to figure out a way for customers to
but his clothes but at a cheaper price but still
keep the Armani taste to it. So this is when he
made all of his other labels( Armani exchange,
Armani junior) etc.
:
• Upscale Orientation
• Premium Pricing
• Prestige Pricing
Price Ranges till Rs 6,000
on individual SKU’s
DEVELOP
MENT
Armani had to figure out what the prototype
would be, how he would brand his company, the
logo, packaging etc.
At this stage the garment
takes it shape in bulk.
The shirts were made
from the finest mill made
cotton fabrics in designs
inspired by the latest
international trends. The
shirts were ‘mitered’;
lines making up stripes
and checks were all
matched to perfection on
all the different parts of
the garment – a first for
the Indian market. Side
seams were double
stitched for
reinforcement. The shirts
used international quality
of trims, threads,
imported interlining
(which did not bubble or
lose shape even
7. BASE ARMANI LP
TEST
MARKETING
This is when a company sees how the
customers will react to their product.
Armani had to test in Italy first in order
to come to America. That took time as
well. Then even when he came to
America (Americans) had to accept him
so he was risking a lot.
Directly supplied to the
outlets. No specific test
marketing takes place.
COMMERCIALIZ
ATION
• Constant mail
• Direct contact
• Personal selling
• Fashion show
• Armani does to promote is by
having a DJ in the Armani exchange
stores .
• The point-of-purchase promotion
• Magazine: “the Labels”
• running various exciting
campaigns on Social
Media, e.g. #Play Stylist
Dressing Room campaign
• Facebook, YouTube,
twitter- average 3-4 post
a day.
FEEDBACK • One-one feedback
He does a lot of one-one marketing,
which is important because this is how
companies figure out who are loyal
consumers. The goal of this is to reduce
cost through customer retention and
increase revenue through-customer
loyalty.
• Through feedback form
• Through mail
8. MAJOR DIFFRENCE
BASE ARMANI LP
Differentiation within
the products.
This reporter found the materials
used for the production of clothing
for international brands come from
both domestic and foreign sources.
Generally, dresses branded from
outside China made for sale within
the country use only locally supplied
materials, while those intended for
export are produced with materials
imported from abroad.
No differentiation
Sourcing: Italy (domestic) and china (always
signs confidentiality agreements
with its contract manufacturers,
stipulating that these suppliers
must not disclose any production
details or other relevant
information to third parties.)
India(domestic)
Costing Design work constitutes a big
portion of total costs. The design
fee for a men's suit could reach
more than US$100,000, although
sales of the products may reach
only between 500 and 1,000
pieces in mainland China.
The design cost for higher-level
products could double to
US$200,000,
Final costing of LP formal shirt
is Rs 350 approx.
Source: (http://www.wantchinatimes.com/)
9. BASE ARMANI LP
Specification: that garments produced in China have
no recognizable difference in quality
because the same standards are
maintained for Armani products
everywhere.
Note: The variety in supply sources is
mainly a question of cost, while the
top management at Armani seems to
have placed greater emphasis on
design work.
The shirts were made from
the finest mill
made cotton fabrics in
designs inspired by the
latest international trends.
The shirts were
‘mitered’; lines making up
stripes and checks
were all matched to
perfection on all the
different parts of the
garment – a first for the
Indian market. Side seams
were double stitched
for reinforcement. The
shirts used international
quality of trims, threads,
imported interlining
(which did not bubble or
lose shape even after
repeated washes) and
imported buttons.
Embellished with the
‘Crest’ embroidered on
the
cuff, the truly international
shirts
Design work All the design work was done in Italy
while the materials did not necessarily
come from the same area, as various
nations are specialized in certain
fabrics.
Inspired by pre- forecast. And
alteration is done within
Madura Fashion and lifestyle
factory designers, for LP.
Final tailoring the final processing is done in China,
said the sales staff. There is a need for
altering and modifications of
garments, mainly because products
designed in Europe do not always fit
shoppers in Asia. Armani stores also
retain tailors who alter garments free
of charge.
It is done in India. LP stores
also retain tailors who alter
garments free of charge.
Source: (http://www.wantchinatimes.com/)
10. • As we can see in document, the difference in both the product development is not
so different.
• The main difference we can see, is the way they do business analysis. Especially
highlighting the margin of profit.
• A negative point in Armani is that he get the “product on sale” garments made in
china, giving the strict standard specification to the manufacturers.
• But here the question arises, he keeps the china made product at low MRP. But
how? It can be answered by only one sentence Armani compromises with the
quality of the product.
• Looking at LP, the standard set earlier is strictly followed. That means that they
don’t ever let quality down.
• While studying another main point highlighted is that, feedback process. Armani do
“one-one feedback” while LP does through maintain registered on each store.
• In this we can say Armani understand the consumer in more depth than LP.
Conclusion
