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Giorgio Armani Essay

902 words - 4 pages

Giorgio Armani has wide portfolio of brands and product lines operating in many segments of the fashion market. Each line targets different market segments at different price point:
Giorgio Armani is a main signature line of the brand. This is a luxury couture line consisting of the Armani suits and exclusive gowns most often seen on A-list celebrities on the red-carpet events. This line is ultra expensive and popular amongst the elite of the society.
Armani Collezioni is ready-to-wear line specializing in handmade sweaters and slim-fit suits. The aesthetic of Armani Collezioni is similar to the main line that caters younger clientele who aspire to wear Armani apparel but cannot afford the ...view middle of the document...

  Giorgio Armani created a luxury chain of Armani branded hotels as a result of cooperation with a Dubai-based property group Emaar.
            In my opinion, by operating in multiple segments of fashion market, brand creates confusion in the mind of consumers. For instance, the difference between brands like Emporio Armani and Armani Collezioni is quite insignificant. Armani Jeans and Armani Exchange offer similar casual and easygoing collections that often cross borders. By extending the brand into too many new product categories and market segments, the brand faces the risk of being diluted and loosing its exclusivity.  I think that Giorgio Armani should not loose his focus from apparel fashion category and differentiate product lines more efficiently to avoid further confusion in the mind of the buyers.

Giorgio Armani is one of the few fashion brand that is Private One of the brands that has wide portfolio of brands is Giorgio Armani. They cater to all the market segments and have successfully established the niche for each of its brand in the market. Following are the brands under Giorgio Armani

Armani Casa is a high-end home collection offers lamps, furniture, linens and dining essentials and it sells through Neiman Marcus and other department stores.
Armani Junior sells kids apparel through department stores.
Armani Exchange is a fashion/lifestyle brand that sells men’s and women’s RTW, Accessories (Handbags, Sunglasses, Leather goods, Perfumes). The brand is inspired by street chic culture and serving to a mass market making the brand more accessible/ affordable for everyone.
Armani Jeans features casual denim-related clothing collection. Its mainly sold in department stores although it does have a few freestanding Armani Jean stores. The colors used in this collection are much more diverse.

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