This is a homo-hetero conspiracy. This is sex as aesthetics. This is color in place of emotion. This is surface and sound. We can still feel it today. We live in a world defined by it. More March 21, If not you, then who? The demographic for Armani Exchange is far younger than the Giorgio Armani customer.
Armani Exchange has nailed essential items that have a more affordable price point so everyday people can access the Armani brand. The A X branding has become iconic within the Armani family and is often featured on the garments, giving a clear slogan vibe to the pieces. Emporio Armani is one of the original sub-brands from Armani and sits in the middle tier of the Armani brands. The range includes clothing, sunglasses, scents and accessories which are all very accessible to buy.
As previously mentioned, Emporio Armani took on parts of the Armani Jeans label back in This fusion was in part due to both labels sharing the same eagle logo and a similar demographic of year-olds. EA7 however, was an original sub-brand of Emporio Armani and is still one of the most popular labels on the market. What is EA7? The whole Emporio Armani label has been highly endorsed by celebrities as well as sports stars making it extremely popular and on-trend.
Its product lines cover all corners of fashion, including apparel, swimwear, accessories, perfume, cosmetics, watches, eye wear, bags and shoes for men, women and kids. Giorgio Armani is very expansive in Asia Pacific with its multiple future growth markets for luxury brands. For example, China is embracing premium fashion and luxury goods at an increasing pace, and Giorgio Armani has been one of the forerunners to exploit the market potential. Unlike the usual practices of branding that are normally seen in the consumer goods industry, the branding philosophy in the fashion and luxury goods industry is quite unique and personality based.
Most of the famous fashion houses like Christian Dior, Yves Saint-Laurent, Gucci, Versace and many others were built on the personality of the founders.
As design is the most important ingredient of fashion and luxury apparel, the individual style of these designers becomes crucial to creating and sustaining the fashion brand strategy.
It is these unique designs and patterns that reflect the personality of their creator that gives an identity to the brand and helps to differentiate it from the crowd. The Giorgio Armani fashion house, like many other fashion houses, has been built primarily on the unique personality and identity of Giorgio Armani himself.
The brand takes on the identity of the founder through the designs created. Though this aspect of the fashion industry provides fashion houses with a strong sense of differentiation that can be conveyed in a tangible and visual form, it also poses a serious threat. Whenever a brand gains popularity and acceptance from its target customers in its core business, the next obvious step for the brand is to charter a new course by venturing into different product lines, different segments, and ever different markets.
This phenomenon seems common across industry sectors. Giorgio Armani with its iconic popularity amongst the elite of the society and the fashion literate segment of the market has followed similar steps by extending the brand.
Today the Armani brand architecture encompasses one corporate brand and three sub-brands, each catering to different sets of target customers and at different price levels. The signature Giorgio Armani line: This is the main collection of very high quality classic apparel that consists of the signature Armani suits, Oscar gowns and so on, which are of the ultra-premium price points and essentially targeting consumers in the 35 to 50 year old age group.
Emporio Armani: Targeted especially at the young professional segment in the 25 to 35 year old age group, the Emporio Armani brand provides fashionable and contemporary designs that are relevant to the target customers. Milan and wore the number 7 jersey. It was created for everyone who loves exceptional style and wants to maximize their experience from sporting activity. This fashion label caters to a wide range of sport including running, fitness, golf and winter sports. This serves as the ultimate testimony to the power of the brand.
By providing the entire range of its apparels and accessories, Armani Exchange provides customers with the complete feel of the luxurious fashion of Giorgio Armani. In , the Armani Group completed its 3-year streamlining transformation and has discontinued the following lines:.
It offers gala and award-show wear including gowns and suits that are ultra-luxurious, exemplifying the understated chic that epitomizes the essence of the Giorgio Armani brand. This line is almost exclusively targeted at the rich and famous. This basically caters to the segment of people who aspire to wear high quality Armani apparel but cannot afford the ultimate signature line, or to those who crave to add extra products to their existing portfolios. Armani Jeans: This is the lowest range of Armani apparel.
This Armani brand is to the value segment what the signature line is to the premium segment. Catering necessarily to the young adults in the 18 to 30 year old age group, the Armani Jeans collection provides a trendy yet fashionable and luxurious line of apparel. Armani Junior: This kids fashion brand was designed specifically for infants and children.
The brand is best known for its sophisticated simplicity, sleek tailoring and classic colours. Taking inspiration from the adult line, sumptuous materials and attention to detail are combined to create a collection which is synonymous with quality. Armani Junior : This kids fashion brand was designed specifically for infants and children. The corporate brand and sub-brands help Giorgio Armani to operate in many segments of the fashion apparel market. But this is not all.
Not only does Armani straddle many segments of the same product category, but also many different product categories. Leveraging its strong brand equity in the fashion apparel market, Giorgio Armani has ventured into other related categories like eye wear, watches and cosmetics.
These are made available in each of the above-mentioned brand categories to ensure that it is available to the different segments of the market.
0コメント