Giorgio Armani Company Review

Topics: Armani, Brand, Burj Khalifa Pages: 8 (2665 words) Published: February 23, 2014
1.0 Introduction: Giorgio Armani Group
2.0 Company History
3.0 Armani Group products
4.0 The founders dilemma
5.0 Brand dilution due to over-stretch
6.0 Managing Brand Structure
7.0 Maintaining financial independence
8.0 Sustaining consistent brand personality
9.0 Strategic business plan of Giorgio Armani
10.0 Competitors
11. Conclusion
12.0 Appendixes

1.0 Introduction: Giorgio Armani Group
The Giorgio Armani Group is one of the famous clothing retailer in the world-wide range. It was founded in 1975 by Sergio Galeotti and Giorgio Armani in Milan, Italy. Nowadays Giorgio Armani groups has more than 5,000 employees in 13 factories in all over the world. All designing, producing and retailing will be done by these people. However, Giorgio Armani group divides into Giorgio Armani Privé, Giorgio Armani, Emporio Armani, Armani Collezioni, AJ or Armani Jeans, AX or Armani Exchange, Armani Junior, Armani Baby, Armani Casa and Armani Teen brands. These qualification has their our meaning, own design, and also different product line with each other. The Giorgio Armani Group has more than 500 shops in all over the world. Giorgio Armani produces both classic and fashionable collection since it was founded. However, creator of Armani company was the first designer to begin to make use of celebrity marketing. In other words, Armani uses Hollywood starts to represent new collections, company takes whatever opportunity which can promote clothes to VIP, thus boosting its reputation as a designing industry of luxurious and elite high fashion attire. (Fuel Injector, 2012) Additionally, Armani has clothes for everyone, and for every style. Also, Armani customers can use Armani luxury hotels in worldwide. Mobile phones which has been producing with Samsung company also has good success in the market. Company has high reputation in every line of the business.

2.0 Company History
In 1976 Giorgio Armani presented its first “21 ready-to-wear collection” to public. In 1978 Giorgio Armani company got licensing agreement from GTF (Gruppo Finanziario Tessile), which gave to the company opportunity to invest a new headquarters that included showrooms and press offices. However, year by year company got amazing success. Such as, in 1979 Armani Collection entered to American market, also created new lines to show in international fashion houses, such as, Armani Junior, Giorgio Armani accessories, Le Collezioni, Mani, underwear and swimwear collections. Moreover, license agreement with L`Oreal opened new designing styles to new the Emporio Armani and Armani Jeans collections. In1988 company got agreement with Luxottica Group Spa, which gave license to produce eyewear products. Giorgio Armani created first e-commerce presence in the USA with www.armaniexchange.com in 1999. After one year company established a joint venture with Zegna Group (51% Armani, 49% Zegna) and the company acquired the production and distribution facilities of the Armani Collezioni and Mani men`s lines from GFT. Later, Armani and Zegna launched Giorgio Armani Cosmetics, Armani Casa home interiors collection. In 2002, Armani got 16 store and 30 new store opening in well-developed cities of the world. These were Emporio Armni Jewelry, Armani Jeans, Giorgio Armani and Emporio Armani Eyewear stores. After year store number has increased to more 30 stores. This year Giorgio Armani Men`s fragrances became worldwide best seller. During 1998 and 2003 the Armani Group spent 600 million Euros to improve strategic activities, developing manufactures, the expansion and renovation of its networks. In 2007, Giorgio Armani reached to Dubai, with its first Armani Residence. Also, this year Armani got agreement license with Samsung mobile company to product Samsung & Emporio Armani cell-phones and TVs. In 2010 Armani announced Armani Hotel in Milan. In 2011 year the Giorgio Armani Group got 500 stores in 46 countries of the world. 81 of the were Giorgio...

Bibliography: Burningraven. (2012). History of Armani Exchange. Retrieved November 19, 2012, from http://www.squidoo.com/Armani-Exchange-Clothing
Fuel Injector. (2012). Dressed For Success: How Emporio Armani Became an Empire. Retrieved November 20, 2012, from http://www.evancarmichael.com/Famous-Entrepreneurs/1048/Dressed-For-Success-How-Emporio-Armani-Became-an-Empire.html
Gioegio Armani S.p.A - P.IVA. (2012). Armani Press. Retrieved Novermber 21, 2012, from http://www.giorgioarmani.com/pressRelease/pressDetail?prid=2&year=0000&language=EN
Perfumes Review. (2012). Retrieved November 22, 2012, from http://www.perfumesreview.com/armani.html
Roll, M. (2012). Giorgio Armani - the ultimate fashion brand. Retrieved November 20, 2012, from http://www.venturerepublic.com/resources/giorgio_armani_-_the_ultimate_fashion_brand.asp
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