Fashion Design Research

Topics: Brand, Haute couture, Armani Pages: 3 (886 words) Published: December 4, 2008
Research Paper (Bus 360)
From: Quan Trang
To: Rappaport
Draft research Paper

For hundred of years, the practice of people changing the style of clothing worn is become a movement almost in every cultures around the world. That movement is called “fashion trend”. Nowadays, more and more people concern about their own fashion styles because people now judge other by the way they look. A number of cities are recognized as global fashion centers and are recognized for their fashion weeks, where designers exhibit their new clothing collections to audiences. These cities are Paris, Milan, New York City, and London. The Giorgio Armani brand is one of most respected and well – known in the fashion and luxury brand industry. Giorgio Armani with its popularity amongst the elite of the society and the fashion literate segment of the market has followed similar steps by extending the brand. Today the Armani brand has one corporate brand and five sub-brands, each catering to different sets of target customers and at different price levels.

First, the signature Giorgio Armani line: This is the main collection of apparel that consists of the signature Armani suits, Oscar gowns and so on, which are of the ultra-premium price points and essentially targeting consumers in the 35-50 year old age group. The second sub- brand, Armani Collezioni: This is Armani's venture into a slightly lower market segment. This basically caters to the segment of people who aspire to wear Armani apparel but cannot afford the ultimate signature line, or to those who crave to add extra products to their existing portfolios. The Armani Collezioni brand, with a price point of almost 20% lower than the main line, provides an excellent line of affordable fashion. The third sub-brand is Emporio Armani which Targeted especially at the young professional segment in the 25-35 year old age group, the Emporio Armani brand provides contemporary designs that are relevant to the target...
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