The Entrepreneur - Giorgio Armani

Topics: Fashion design, Armani, Olimpia Milano Pages: 10 (2815 words) Published: June 23, 2013
THAMES VALLEY UNIVERSITY LONDON
BACHELOR IN BUSINESS ADMINISTRATION (BBA)
Enterprise Development & Business ASSIGNMENT

Summary

The entrepreneur has long ties with Giorgio Armani.

Giorgio Armani’s talent and his entrepreneurial spirit are the two qualities which have enabled him to achieve great success in building a genuine fashion empire since launching his own business in 1973

His evolution in taste and style has led Armani to eliminate the superfluous, emphasize the comfortable and stress the elegance of the essential in his clothes. This philosophical approach is seen as the foundation of his designs and his success. As proof that his approach has gained widespread approval and following, Giorgio Armani today heads an international fashion empire with estimated sales over $1 billion. Some 2,000 stores sell Armani products throughout the world. In addition, the named, “Armani”, is represented by more than 20 licensees and 1 large joint venture in Japan. He also has a 100% share holding in ANTINEA which manufactures the women’s clothing for EMPORIO ARMANI and is a share holder in SIMINT, the Modena based manufacturer of his jeans and basics for Emporio Armani, INTAI which produces his ties and LUXOTTICA which produces his eyewear.

Giorgio Armani is one of the most influential and famous designers in the world. His name is associated with 2 things: power suits and quality fabrics. Ever since the Greedy '80s, Wall Street hot shots and Hollywood "super-agents" have been wearing his suits, known to inspire confidence in the wearer and respect from others. Table of Contents

1. Personal Profile
2. Business Model
3. Target Market
4. Unique Selling Point
5. Source of Competitive Advantage
6. Creativity and Innovation
7. Conclusions
8. Appendix
9. Bibliography
10. References
1. Personal Profile

Giorgio Armani was born on July 1934, together with his sister and brother, grew up in the northern Italian town of Piacenza. After graduating high school, Armani headed to medical school at the University of Piacenza, but after 2 years he realized that medicine was not for him --- specifically the sight of blood. While he became interested in the world of fashion, then he dropped out of medicine to accept a job as a merchandiser at the Rinascente department store. Thereafter, Armani worked as a fashion designer in Nino Cerruti, resulting in an exceptionally rich and varied evolution of his style.

Without any formal training, Armani designed a line of menswear in 1964. Encouraged by his partner Sergio Galeotti, Armani left Nino Cerruti and became a freelance fashion designer and consultant. In 1975, he and Sergio set up their own company, Giorgio Armani S.p,A., and launched a men’s and women’s ready-to-wear line under the “Armani” label.

Personality and talent
Before becoming a famous designer, he worked for Ungaro and Zegna as a buyer, fashion coordinator and staff designer, where he evolved his style. His talent as a designer can be traced back to his 20 years in the industry, and his intricate ability to produce timeless clothing that remains in tune with the times.

He is known to be arrogant and rude, and loves being hailed as the top Italian designer (which explains his dislike for Valentino and Versace).

Sophia Loren says this of Armani's skills and talents; "Armani knows what women want. I feel comfortable wearing his clothes and I would excuse him even if he showed women naked! But I love his transparencies, it's a matter of now you see it, now you don't."

Giorgio Armani is one of the most influential and famous designers in the world. His name is associated with 2 things: power suits and quality fabrics. Ever since the Greedy '80s, Wall Street hot shots and Hollywood "super-agents" have been wearing his suits, known to inspire confidence in the wearer and respect from others.

Though he never set out to be a designer, Armani has taken the little company he...

References: 1. Foley, James F., The Global Entrepreneur: Taking Your Business International. Publisher: Dearborn Trade (October 1, 1999)
Licensing (165, 179), market selection mode (260, 274), entry mode (267-8), exporting (94-121), FDI (343-353)
http://www.amazon.com/exec/obidos/ASIN/1574101242/ref=sib_rdr_dp/102-5427493-9183353
2.
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