The Giorgio Armani presentation

The Giorgio Armani 

The Giorgio Armani 

I 

I 

ntroduction :

ntroduction :

Giorgio Armani created his own company in 1975. Being a designer Giorgio Armani created his own company in 1975. Being a designer himself, he made apparel with his sense of aesthetics, beauty and himself, he made apparel with his sense of aesthetics, beauty and luxury, a sense that appealed to the elite of the society that today  luxury, a sense that appealed to the elite of the society that today  includes the royalty of Belgium, the royal families of many Asian includes the royalty of Belgium, the royal families of many Asian countries and even the opulent women from the Middle East and the countries and even the opulent women from the Middle East and the h

higigh h aannd d mmiigghhtty y ssttaarrs s frfroom m HHoollllyywwooood d aammoonng g mmaanny y ootthheerr prominent customers. For almost 30 years now, Armani has been a prominent customers. For almost 30 years now, Armani has been a privately held company with the founder Giorgio Armani being the privately held company with the founder Giorgio Armani being the sole

sole shasharehoreholderlder..

With many sub-brands designed under the parent umbrella brand With many sub-brands designed under the parent umbrella brand of Giorgio Armani to cater to the specific needs of different market of Giorgio Armani to cater to the specific needs of different market segments, it has become one of the strongest fashion and luxury  segments, it has become one of the strongest fashion and luxury  brands in the world. Not only has Giorgio Armani become one of brands in the world. Not only has Giorgio Armani become one of thethe most respected and known brand names in the fashion industry, it is most respected and known brand names in the fashion industry, it is also one of the most highly valued fashion companies in the world also one of the most highly valued fashion companies in the world with

The Giorgio Armani¶s

ndustry: Fashion, and 

Luxury Goods

ndustry

T_{he fashion and luxury goods industries are highly competitive}

environments in which it is important to build up a strong brand, presence and create competitive advantage to succeed. It is mainly  based on brand personification, and tying a brand to an individual plays. One way to accomplish this is using individuals to personify a brand, which is an approach quite often, adopted by luxury goods companies.

1.

E 

ndorsement in the Luxury Goods

I 

ndustry:

An endorser usually consists in a ³celebrity persona´ who can communicate a specific personality, values and background. Companies hope that using endorsers will give a brand an immediate return on sales, as it ties the brand to the endorser and communicates the story, background and personality that are particular to that individual.

Consumers can therefore immediately identify the brand with the qualities, characteristics and values of the well-known individual.

Examples

 Madonna and Demi Moore for Versace ± beautiful, successful, mature women in their 40¶s, transgressive, independent, non-conformist, sexy, etc«

 Johnny Depp for Montblanc- handsome, successful , intellectual, independent and non conformist , with integrity , etc «

U_{sing celebrities to promote brands may have some negative sides.}

With an endorser, the company is dealing with a human being which usually means ³lack of control´.

Examples :

 K ate Moss for Dior, Burberry and Chanel ± her cocaine scandal .

 Richard Gere for Ferrero²endorser of Ferrero Rocher chocolates; in an interview he stated that he did not even like chocolate; his contract was terminated .

T_{he goal in the luxury goods industry is to create a ³lifestyle´}

around the brand.

T_{o achieve such a life style, the personification of a brand needs}

to be intensified and long-lasting. T_{his is why brand owners often}

draw on the notoriety of the brand owner/designer/ fashion director themselves instead of known celebrities.

2

.

B

rand Owners / Designers / Fashion

Examples:



Ralph Lauren for Ralph Lauren

_{this way Ralph Lauren is}

communicating the fact that he basically created a dream and

then lived it himself . He used his own appearance to

communicate and personify the brand is the epitome of the

³lifestyle brand´.

 Gianni Versace for Versace: showing his ³Palazzo´ in Miami and all the kind of imagery that portrayed what the public perceived Gianni Versace and his lifestyle to be.

Giorgio Armani: the King of Marketing

Having more than two thousands stores all over the world: _clothes,

perfumes, glasses and other accessories, Giorgio Armani is one of  the leaders in its sector.

T_{he secret of Giorgio Armani¶s success is in the strong brand idea}

that makes his business stable and profitable. 35 years ago Giorgio Armani knew that creating the image of the products would be

paramount to his success. He does not just sell goods, he sells brand and image and people are ready to pay even the highest price for it.

Giorgio Armani¶s strategy is based on being near the public through the stars of the show biz.

It very quickly creates a look, and its marketing strategy was Hollywood.

The Marketing Philosophy:

U_{nlike the usual practices of branding that are normally seen in the}

consumer goods industry. T_{he 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, Giorgio Armani and many others were built on the personality of the founders.

T_{he Giorgio Armani fashion house has been built primarily on the}

Giorgio Armani¶s Competitors:

T_{hough Armani is the most coveted brand in the world, it has}

competitors. T_{he competitors of Giorgio Armani Corporation are}

situated mainly in the Apparel industry .T_{hey include}: _{Chanel, Dolce}

Key Numbers for Fiscal year ending

December , 2008

The Company Employees Sales One year growth Income growth Giorgio Armani 5385 $2311.1 M 3.6% 44.2% Gianni Versace 523 $320.2 M _ _ Gucci 11,254 $56.7 M _ _ Chanel 1,220 $1,884.1 M _ _

The New Perfume by Armani: My

dol d¶Armani 

Giorgio Armani is one of the largest fashion companies, having presence in about 120 countries is now focusing on another business segments such as cosmetics. T_{his expansion takes place with}

opening new doors and perfumeries in U_{SA, France and Italy.}

Giorgio Armani Perfume is rightly called the leader of perfume's market. Giorgio Armani Cologne is the embodiment of  sophistication and class. T_{he Giorgio Perfumes and Giorgio colognes}

As an ode to femininity, the new Idol d¶Armani fragrance, embodied by actress K _{asia Smutniak, captures a woman¶s elegance, charm,}

sensuality and strength. T_{he perfume has been launched on}

September 2009; its targeting segment is young, successful, charming, sensual women, who want to express their strength and character.

Giorgio Armani has created an opulent floral fragrance, the unexpected encounter of an inspiration from the Orient and timeless Italian elegance. T_{he idol is revealed, sublime and sensual.}

T_{he top is dazzling with bitter orange, juicy pear, ginger and davana}

notes.

At the heart, bright and audacious, rose loukoum, the very own emblem of IDOLE d'ARMANI, and mythical jasmine with a shimmer of sunshine, blend boldly with saffron absolute, rare and delicately  leathered, tinting this floral delight with a honey-coloured subtle spicy note.

At the base, luminous and sensual, unexpected styrax, patchouli and vetiver, at once refined and progressive, come to add their own harmony to the saffron heart of flowers, joining forces with the woman who wears it, without ever marking or dissimulating its character, melting into the skin of she who succumbs.

T_{o embrace his signature women's fragrance, Giorgio Armani, inspired}

by the 1930s, created a sphere of crystalline glass, beautifully round with on each side halos of fine circular waves, echoing the central O of  IDOLE. On the front of the bottle, IDOLE d'ARMANI majestically  spells out its letters. A gold cap, a piece of jewelry that adorns the bottle with beauty and elegance.

T_{he outer packaging is like a block of pure gold, polished then sculpted}

in fine, even grooves to form a sophisticated and precious holder. T_he

K 

asia Smutniak, the new Giorgio Armani woman:

According to Giorgio Armani the young actress is the best person to personify the brand and to communicate women¶s dream through that perfume.´ I chose K _{asia to be the face of my new fragrance, IDOLE}

d'ARMANI, because she has a fresh and modern appeal which combines true feminine sensuality and rare beauty with inner strength of  character. She embodies the spirit of the IDOLE d'ARMANI woman perfectly.´ Giorgio Armani said .

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