Armani's trilogy

World marketing comments (mkt.) report: 1975, 40-year-old George Armani to his name, has established the "Giorgio Armani" company. 30 years later, Armani was already more than 20 million brand. Only the first quarter of 2005, including mainland China, Taiwan, Hong Kong and greater China region, sales increased 52%.　　Now, Armani Group held in the global more than 300 stores, 5000 employees. As a designer was born in Armani at the same time as the Group Chairman and CEO, an early show designers how to be born in a room 14 m² Studio's brand, operating as a permanent failure of the world's top brand, which is a lot of consulting company research topic, but taking an Armani's management found that he was a dedication, persistence and will seize the opportunity.

Armani brand is not the first broke into the top ranks of the brand, the turning point was in 1980, when the design of Armani Armani for men and women "power set (power suit)", in order to make this design promotion to top crowd, Armani will this set of clothing to the United States a dancing "in the hero Richard · Kiel, the same year a full power suit" Armani "with movie show debut. This movie a great success, Armani brand also in Hollywood this stars gathered in hot pursuit of urban subject.

Armani never to famous film star design clothing. His customers include looking for respect of famous players, such as Jodie Foster, Glenn Close, Mark Wahlberg, Ricky Martin, etc. But in recent years, the world football stars also individually approached the Armani, David Beckham, Cristiano Ronaldo, Vieira, Piero, Figo and Shevchenko, etc are all regulars.

Armani was the first to recognize the market potential of modern celebrity fashion designers. To this end, he specialized in Los Angeles offices to celebrity rental clothing, specialized in terms of meeting their ideas and different costumes.

In order to secure and develop the Armani in top market achievements, designers of Armani in operation on the many initiatives. These initiatives in brand management, marketing, how to face the Chinese men's brand confusion is also a reference.

Armani there are three main methods: first, through the acquisition of a long-term franchise and OEM factory strengthening Armani Group for manufacture and distribution of the control, the second is by actively introducing Armani's own retail stores, strengthening the retail side of the control, the third is actively expanding product line.

Companies take advantage of cash the Armani Group most of the production and distribution of the control. Armani will those who give their OEM business a acquisition, acquisition of two garment enterprise produces high-end clothing Armani Collezioni. In addition, he has global acquisition of some third-party distributors. However, in the acquisition process, Armani adheres to a principle, that is not the acquisition of other brands, so that no integration or damaged Armani brand. This is different with Gucci and LVMH. LVMH company General Manager Mike · Uhlmann admire Armani's business. Uhlmann, Armani, through his consistency and his own style of stick for consumers to create an attractive platform. This attractive building in the understanding of the needs of customers. Until now, Armani every day to see coming from all over the world on the day of the sales data, conduct research to understand consumer needs.

Active launches its own retail stores, strengthening the retail side of the control, and Armani's marketing strategy. Armani brand since 1974 in Italy Milan market, access to the London market, 1989, 1991, entered the United States market. In April 2004, he opened the Armani in Shanghai in China's largest flagship Armani Group expects 2008 in China's major cities to establish a 20-30 independent boutique retail network.

As a fashion "deck" (diffusion line, it was called the sub-brand, leisure wear or jeans wear), founder of the concept of Armani in 1981 a pilot launch of Emporio Armani, first opened the brand extension. Subsequently, other international high cards have to follow suit. National men's business began to criticize the brand extension leads to brand the drawbacks of a fuzzy, but consciousness Armani to develop a wide enough range of brand, brand vitality cannot exuberant long, only from the different dimensions of building product pyramid to make strong brand fullness. Armani is also expanding the brand to the glasses, watches, cosmetics, furniture, jewelry, etc. By Merced design Benz company hereby · custom interiors, he put the tentacles into the automotive industry. He prepared and a Japan sushi joint venture company, enters the food industry; he even opened a Armani candy store, also plan and Dubai's Emma real estate group joint venture open 14 Armani hotel ...