Giorgio Armani: The Businessman,

the Designer
&
the Brand

Submitted To:
Mr. Nitin Malik
Submitted By:
Manish Saran
‘Most Coveted Fashion Brands’ -2007
World's Wealthiest Designer – Forbes (2001,2006)
Famous clients - Jodie Foster, Ricky Martin, Michelle
Pfeiffer, Matt Damon …
‘Superstar Award’ – 2004
Designed - ‘Barbie’ Doll (2003)
Funds for ‘YouthAIDS’ & ‘Room to Grow’
CFDA International Award (1983)
First Designer – Cover page of ‘Time’ (1982)
Neiman-Marcus Award (1979)
 July 11, 1934 in northern Italian town of Piacenza
 Initially Aspired - Doctor
 1953 - Assigned Infirmary
 1954 - Joined ‘La Rinescente’ - Window Dresser
Buyer
 1960 - Joined Nino Cerruti (Cerruti) - Assistant Designer
for his Men's Wear brand, Hitman
 ‘Ungaro’ & ‘Zegna’
 1966 - Sergio Galeotti (Galeotti)
 1970 - Left Cerruti & established his own freelance
business
 1974 - Brought out his first line of Men's Wear under his
own name
 1975 - Officially launched - Giorgio Armani
“Fashion should evolve rather than change
drastically from year to year”

Unique and Personality based

Maintains the aura of a real luxury brand

Reflect the personality of their creator

 14 Armani branded hotels and resorts by 2011

Invading in mobile market - Samsung

Strict Licensing Policy
Gruppo GFT - Signature Giorgio Armani Line
L’ Oreal – Perfumes & Cosmetics
Luxottica - Spectacles
Fossil - Watches & Jewelry
Simint – Jeans , Junior & Emporio Armani men's
wear
Antinea - Emporio women's wear

Single Brand Strategy

Combined Exclusivity with Accessibility

Provide Quality, Sophistication & style – Timeless
values with global appeal
The founders' dilemma – Empire is built on a strong
and charismatic founder and leader
company seems not to have made any plans for
life after Giorgio Armani
“not for the today, not for tomorrow but perhaps
for after tomorrow”

Brand dilution due to over-stretch - Strong brands

provide companies a very powerful tool to enter
newer markets
extended its strong brand equity a bit too far
By franchising their brand names to literally
Managing brand architecture - maintaining
consistency across all of its marketing
communications and other activities
Treading on a double-edged sword
Strength is core business

Maintaining financial independence – solo

shareholder of the company from its inception
thus voiding day-to-day financial pressures
Consolidation happen anytime

Sustaining consistent brand personality -

building a relevant and resonant personality
www.giorgioarmani.com
www.designfeast.com
www.fashion.about.com
http://heronway.blogspot.com/2008/01/in-early-1990s-armani-un
.
www.samsung.phone.goes.armani
www.findarticles.com
http://www.knowledgeproblem.com
A Day in the Life: Giorgio Armani - November 30, 2006 –CNN
Ever Armani, the age, July 16, 2004
Armani after all, Newsweek, September 3, 2001