Giorgio Armani: Company profile and strategy

Résumé du document

As coined by Giorgio Armani,'Elegance is not about being noticed, but about being remembered.' Giorgio Armani was born on 11 July 1934 in Piacenza, Italy. He began his career by working in a departmental store called La Rinascente, as a window dresser. Giorgio soon emerged as an Italian designer from the well-known fashion house, Nino Cerruti, specializing in menswear. In 1974, along with the assistance and support of his partner Sergio Galeotti, Giorgio established his own company. The company was named 'Armani'. Armani received worldwide recognition as one of the world's most polished brands, and was awarded the sole owner of the $7 billion label.

Leveraging its strong brand equity in the fashion apparel market, the ambitious Giorgio Armani ventured into other related categories like eyewear, watches and cosmetics. Giorgio Armani diversified further into other products such as Occhiali (glasses), leg and body wear, cosmetics, profumi (Italian perfume), gioielli (jewellery) and orologi to name a few. But Armani did not stop at just these product categories. He thereafter extended the brand into multiple other categories such as Armani Casa (up-market furniture), Armani-branded Dolci (confectionary), and Armani-branded Fiori (Flowers). Hungry for expansion and growth Giorgio additionally included the services market into his wide portfolio of brands. The services market would cover restaurants, nightclubs and caffè (coffee shops) under the Armani Brand. He also recently struck a deal with the Dubai-based property group Emaar to come up with a chain of 14 Armani branded hotels and resorts by 2011.

Extraits

[...] International Distribution Strategy SWOT Analysis Bibliography www.giorgioarmani.com www.emporioarmani.com http://fr.wikipedia.org/wiki/Armani http://hoovers.com/armani/--ID__54529--/freeuk-co-factsheet.xhtml L'express du 3 janvier 2005 Thank you for your attention! [...]

[...] Investments in plants and facilities also served to reinforce Armani' Made in Italy image. Geographical coverage Armani's specificities Fully diversified worldwide fashion and luxury brand Focus on developing a solid, organized and consolidated Business Growth fuelled by internal business expansion and not by acquisitions Financial Independence The Armani Distribution Strategy Evolution of the business model 1975: Armani and Sergio Galeotti founded the fashion house Licensing of the production to GFT Apparel sold to wholesale clients Early 80s: entrance in the retail business Opening of the first free standing stores: Giorgio Armani and Emporio Armani boutiques in Milan 90s: Gaining control of the industrial side of the business "We started thinking like industrialists. [...]

[...] It was about controlling the industrial side of the business," "The main reason I didn't get involved in that (acquisitions) was because I still had a lot to accomplish here: the accessories and home collections, the hotel business. At the time I was busy with making Giorgio Armani as solid, organized and consolidated as possible." 2000- Present: Completing the transition from fashion and luxury brand to lifestyle brand and entrance in emerging markets Distribution Strategy Two main image brand distributed mainly through free standing stores or franchises Sub-brands to widen the market coverage distributed mainly through shop in shops and wholesale Licensing to widen horizontal brand extension Retail In order to gain visibility, assert brand identity and enter new and emerging markets, Armani has launched an aggressive retail investement program. [...]

[...] In addition to this wide portfolio of brands, Armani has also entered the services market: restaurants, nightclubs and caffè under the Armani Brand. He also recently struck a deal with Dubai-based property group Emaar to come up with a chain of 14 Armani branded hotels and resorts by 2011. Brand Extension: the philosophy Product portfolio Brand Portfolio Financial Soundness Vertical Integration The group has chosen to take direct control over almost all aspects of design, manufacturing, distribution and retail. [...]

[...] Live Armani! Brand Extension Leveraging its strong brand equity in the fashion apparel market, Giorgio Armani has ventured into other related categories like eyewear, watches and cosmetics. Giorgio Armani Occhiali, leg end body wear, cosmetics, profumi, gioielli, orologi But Armani has not stopped at just these product categories: He has extended the brand into multiple other categories such as Armani Casa (up-market furniture), Armani-branded Dolci (confectionary), and Armani-branded Fiori (Flowers). [...]