STRATEGIC BRAND MANAGEMENT Executive Summary Giorgio Armani has grown significantly in the past couple of years, offers

a high-quality product and is wisely investing in new retail stores and markets overseas. The companys main focus is to expand their business but at the same time keep the retail results that validate successfully matching concepts and locations to customer needs. This brand is also diversifying its business into various industries rather than the fashion industry such as hospitality and confectionery. The report focuses and analysis the brand customer insights to deploy the information which helps Giorgio Armani to acquire, develop and retain their customer worldwide. And the competitors profiling approach of the brand involves the framework of effective and efficient strategy formulation and implementation to fight with its competitors. Armanis biggest competitors are Hugo Boss, Versace, D&G, Gucci, and Ralph Lauren etc. Giorgio Armanis brand architecture has distinct portfolio which has five sub-brands and new upcoming brands under the same corporate brand. These brands can be easily differentiated from each other and target different customers such as luxurious and high end customers, fashionable, youngsters. Due to its strong brand architecture, Armani has created its identity as a luxury fashion brand in the fashion industry and the popularity of this brand has become more popular gradually. As an Italian brand image it concerns with the fashionable clothing and accessories. Currently, Giorgio Armani is following three main branding strategy to reach and attract global customers i.e. publicity, partnership and

GIORGIO ARMANI

Page 1

STRATEGIC BRAND MANAGEMENT diversification. And for developing their brand Armani is mainly focusing on product innovation and brand extension. The report also provide the brand audit matrix of Giorgio Armani which extensively explains the brand exploratory, deep analysis of the competitors and SWOT analysis to help in evaluating the health of the company and its brand equity. And at last few recommendations which could help the brand to acquire the global leadership position in the future.

INTRODUCTION Giorgio Armani is an Italian Fashion company. The Giorgio Armani brand owned by the Founder and Italian designer Mr. Giorgio Armani. Mr. Giorgio Armani has received many fame and respect space in the fashion industry its a superior design, pertinent themes and trends. The brand maintains its real luxury brand image in the market. The company founded by Mr. Giorgio Armani in 1975 with its headquarter in ITLAY and now the company having 5000 employees worldwide, the company revenue 3 billion euro in [Link] company having more than 300+ retail outlets in approximately 40+ countries. The Giorgio Armani company designs, manufactures and distributes the products in several categories and involves fashion accessories, apparel, cosmetics, fragrances, home interiors, jewellery, eyewear, watches and the new one Armani Hotels, resorts and restaurants under several labels including Giorgio Armani, Armani Collezioni, Emporio Armani, Armani Jeans, Armani Junior, Armani Exchange and Armani Casa. The Giorgio Armani is one of the most respected and known brand names in the fashion industry and luxury brand industry and its also one of the most
GIORGIO ARMANI Page 2

STRATEGIC BRAND MANAGEMENT highly valued fashion companies globally with a value of nearby 6 billion Euros.

CUSTOMER INSIGHT The main features of Giorgio Armani cloth and apparel products and accessories is that they are handmade and from top technology, latest machines. Giorgio Armani is the symbol of highest quality luxury goods in the market thats why the Giorgio Armani customers are mainly Celebrities, Young customers and those who prefer Designers Cloths Apparel and Accessories which is designed and developed by the top level Fashion Designers of the world. All the major Giorgio products whether its clothing, apparel and other related accessories all are very high quality and good performance level products thats why many people across the globe are bound to buy Giorgio Armani Products. All Giorgio Armani team every time is giving their best to improve the quality of Giorgio Armani products.
CUSTOMER INSIGHT

BRAND OF CELEBRITIES

YOUNGER CUSTOMER & FEATURE URBAN STYLE

DESIGNERS CLOTHS, APPAREL & ACCESSORIES

GIORGIO ARMANI

Page 3

STRATEGIC BRAND MANAGEMENT

COMPETITORS PROFILE

Although Armani is the most desirable brand in the world but it has many competitors. The Giorgio Armani competitors are mainly in the fashion, apparel and luxury goods industry. Primarily Armani competitors have very strong brand image in the global market still Armani gives tough competition to its competitors. Armani brand products directly fight with Versace brand products, Gucci brand products, YSL brand products; D&G brand products and Hugo Boss. In terms of Armani future strategy plans, they directly going to fight with designer Restaurants and Hotels in locations like Dubai, USA, UK (London), and other parts of the world, to fight with global hospitality and restaurant professional of the world they jointly partnership with EMAAR Group for project development. In the present scenario Armani produces goods with high quality and performance level products. Armani products are combination of beauty and latest fashion. COMPETITORS PROFILE
VERSACE GUCCI D&G

GIORGIO ARMANI

Page 4

HUGO BOSS

STRATEGIC BRAND MANAGEMENT

The Armani worldwide profile improving day by day, Armani has strong presence in Europe market (47%) than USA market (31%) and after that Asia (13%) and followed by rest of the world (9%) and its improving and growing every day by starting new retail outlets, online distribution new customers and entering in new business.

Arm ani W olrdwideS ales -Endingyear 200 8

Europe USA Asia Rest of the wolrd

([Link]/giorgio-armani...--/[Link] )
And if we are talking about all competitors profile in terms of their Employees numbers, sales, growth per year and income growth
GIORGIO ARMANI Page 5

STRATEGIC BRAND MANAGEMENT percentage than Armani stands on far better than other competitors worldwide.

Key no. of financial year ending 2008, December

The Compan y Giorgio Armani Versace Gucci Hugo Boss

Sales 5495 634 11395 1340

Employe One year Income es growth growth $2315.8 m $430.1 m $89.7 m 1934.3 m 4.6% 2.1% 4.2% 3.1% 48.3% 16% 9% 11%

([Link]/2009/.../[Link])
BRAND ARCHIECTURE Giorgio Armani has a strong image in the market because of its wellbuilt brand architecture. When a brand achieves fame and acceptance from the main target market customer center business, another step for the brand is to endeavoring with new products line, other segments and different market and customers.
GIORGIO ARMANI Page 6

STRATEGIC BRAND MANAGEMENT Giorgio Armani has an iconic and unique personality image in the fashion and luxury market segment and they are trying to enter in new markets like Restaurant and Hotels business. At present Armani brand architecture involves one Corporate Brand and 5 sub-brands and some new sub brands are coming under Armani like Restaurant and Hotels. The Signature Giorgio Armani - this one is the main collection of apparel and clothing that involves of Signature Armani suits, Oscar gowns etc. these ranges are the ultra- premium price points and the target customer age around 30-50 years old age group. Armani Collezioni - this brand focus on different market segment for those who wants to wear Armani apparel but cannot afford the premium Armani Signature line, or those who want extra products. In terms of price level, the cost of this brand products are 20% lower than the premium line; this brand is the best line for affordable fashion. Emporio Armani - This brand especially focuses and target on young professional segment in the age group of 25-35 years old, this one provides unique designs that are pertinent to the target market. Armani Jeans - This brand is the affordable range of Armani apparel. This one is the value segment, provides the necessary things to the young customers around the age group of 18 to 30 years old age group. This section provides the trendy and fashionable look for the customers. A/X Armani Exchange - This one is the licensed chain of Armani fashion house, it serves the ultimate power to the Armani corporate brand, and this brand (Armani Exchange A/X) provides the luxurious, royal fashion feel to the target customers.

GIORGIO ARMANI

Page 7

STRATEGIC BRAND MANAGEMENT Giorgio Armani Hotels & Restaurant - This one is new range and the new segment of Armani, they now want to enter in hospitality and restaurant market with the help of Designer Armani Hotels, Cafs & Restaurants, under the umbrella of corporate brand of Giorgio Armani with the help of EMAAR Group. They want to serve the Italian Hospitality with pioneering some new inputs of global hospitality to attract customer in Europe, USA and Middle East.
BRAND ARCHIECTURE

GIORGIO ARMANI S.P.A

GIORGIO ARMANI

ARMANI COLLEZIONI

ARMANI EXCHANGE

EMPORIO ARMANI

ARMANI JUNIOR

GIORGIO ARMANI

NEW ARMANI HOTELS, CAFS & RESTAURANTS (PARTNERSHIP WITH EMAAR GROUP)

Page 8

STRATEGIC BRAND MANAGEMENT

BRAND IDENTITY, IMAGE AND PERSONALITY The Giorgio has become one of the best, strongest and unique fashion and luxury brand worldwide because of the Giorgio Armani brand image, personality and identity in all over the world. The popularity of this brand has become more popular day by day. Not only Giorgio Armani is the strongest & respected brand in the fashion industry but its also one of the most highly fashion valued companies across the globe with 3billion+ Euros. People can easily identify the Giorgio Armani brands and its sub-brands and its related products with GA or Armani A. There is no problem regarding with the Armani brand identity, the Armani brand retail outlets surrounding all over the world in USA, Europe, Asia Pacific, Middle East and Africa. The brand Giorgio Armani and its related products having the Sexy, Italian fashion image and it focuses on high class customer, the brand image of this brand in global market involves high class customers serving image. As far as Giorgio Armani brand personality, the Giorgio Armani has a very wide range of brand portfolio starting from clothing, apparel, designers wears, and many related fashion accessories like sunglasses, belts, ties, wallets, women purses, watches for man and women and some other related things and now Armani brand personality increasing by upcoming Hotels, Restaurants, Cafs and Armani cosmetics.
GIORGIO ARMANI Page 9

STRATEGIC BRAND MANAGEMENT

GIORGIO ARMANI

Page 10

STRATEGIC BRAND MANAGEMENT

BRAND STRATEGY Giorgio Armani brand having a wide range of product categories, not only one, two or three but multiple product categories other than Armani Exchange, Armani Jeans, now they are focusing on marketing furniture as Armani Casa, Branded Confectionary in the name of Armani Dolci, Armani Branded flowers in the name of Armani Fiori and they are not stop yet as Armani soon going to start their Hotel business with Dubai based EMAAR Properties Group and also they are coming up with 14 + Designers Hotel , Restaurant & Cafs chains by 2012. Developing a brand strategy for a Prestigious brand with having global name and fame can be one of the most difficult step in the Global Market, this is the most biggest challenge but Developing Brand Strategy is a vital and central step in creating the company identity. The brand identity will be repeatedly communicated in many ways with the regularity and consistency throughout the life of the Armani business. With the help of well build Brand Strategy, Armani can run and survive in long run and can serve their customer effectively. To expand and to implement the right Brand Strategy in the customer mind the company must have well-built understanding about their brand, their market and what exactly their business is and Giorgio Armani was successful to understand their business and their brand what they want from it and where they need to extend their brand in future for their future strategy.
GIORGIO ARMANI Page 11

STRATEGIC BRAND MANAGEMENT Mainly Giorgio Armani Company following 3 Brand Strategies to gives more maturity level to its brand and sub brands. Publicity Strategy The first strategy which Giorgio Armani following and using is Publicity Strategy, they promote their brand with the help of Annual Awards and by endorsing Hollywood Celebrities like Tom Cruise and Katie Holmes. Partnership Strategy To sustain and fight with strong brand competitors in the global market, the Giorgio Armani next Brand strategy is Partnership Strategy, they partnership with many companies like for their Designers Armani mobile phones they partnership with Samsung as their technology partnership and for Armani New Designers Branded Hotels, Restaurants and Cafs they already partnership with Dubai based EMAAR Properties Group. And in future they are coming up with new partnership to enter in new markets and new businesses. Diversification Strategy- If we generally look at Armani businesses they started with clothing and fashion industry now they are in the businesses of Cosmetics, Armani Casa (Furniture), Armani Dolci (Branded Confectionary), Armani Fiori (Branded Flowers) and Armani Hotels.
ARMANI BRAND STRATEGY

PUBLICITY STRATEGY (Annual Awards, GIORGIO ARMANI Celebrity Promotion, Charity)

PARTNERSHIP STRATEGY (Samsung in Phone Segments, Hotels with

DIVERSIFICATIO N STRATEGY (Furniture, Page 12 Confectionary, Flowers and Hotels &

STRATEGIC BRAND MANAGEMENT

BRAND OBJECTIVES The fashion and luxury goods industries are the most highly competitive and straggling environment in the world and its very difficult to create and establish a strong brand image in this competitive fashion business environment. And brand objectives helps brand to builds and sustain the brand, some companies having long terms brand objectives and some companies having short term brand objectives, which helps to draw people attraction and attention on those strategies which best suited to meet the strategic objectives of the brand. The Giorgio Armani brand comprised the company personality, image, core competencies and the related fashion characteristics. The impressions of Giorgio Armani are very good in the mindset of global customer they can easily recognized and describe the company and also can easily remember and thats the purpose of any successful brand which Giorgio Armani already achieved it. The Giorgio Armani brand motivate customers and clients to purchase Giorgio Armani products, mainly Giorgio Armani have 4 long term objectivesLuxury Brand Leader- the Giorgio 1st major brand object is to establish a long term image for the brand and positioning the company as a Luxury Brand Leader in the world. The Armanis brand philosophy is to combine fashion and style thats why they started with a fashion and
GIORGIO ARMANI Page 13

STRATEGIC BRAND MANAGEMENT apparel company now they already entered in Cosmetics, branded flowers, Confectionary, furniture and now in Hotels, restaurants and cafs business to improve and touching the new heights for the brand and for the company. Quality level and higher standards products- the another Armani brand objective is to provide more and more quality and higher standard products whether its related its core business or related with its upcoming businesses like Hotels / Branded Flowers. Establishing strong presence in Fashion & Hospitality sector- in the starting and till now the Armani improving his image in Global market through his product innovation and providing more satisfying services globally. And with all Armani brands and products Armani has successfully created a strong image in fashion and now going to enter in new market like Hospitality business. Being recognized by receiving Global Awards- Giorgio Armani brand has already received many world prestigious awards in the field of Fashion & Luxury industry; in the year of 2006 the company honored with the world most prestigious brand Dino Ferrari Award for being the most recognized fashion & luxury brand in the world. In the year of 2006 the brand received most prestigious award Neiman Marcus award for most trusted brand in the world. In the year of 2009 the brand received CFDA award for its global trust and all these awards help Armani brand to improve its image. (Ref- [Link]/pressRelease/pressDetail?prid=1, )

GIORGIO ARMANI

Page 14

STRATEGIC BRAND MANAGEMENT

ARMANI BRAND OBJECTIVES

Positioning Company as a Luxury Brand Leader

Providing more Quality & Higher Standard Products Being Recognized by Receiving Global Awards

Strong Presence in Fashion & Hospitality Industry

GIORGIO ARMANI

Page 15

STRATEGIC BRAND MANAGEMENT

BRAND DEVELOPMENT INITIATIVES The fashion and luxury industry is the highly struggling industry and if you want to establish a perfect image in this sector than you have to struggle very hard. Many brand started new things every day to stronger the brand and to gain more success and the only way is creates new thing and improve existing things to improve brand development. And if your brand is established in the market than consumers can easily identify your brand with the more qualities, characteristics, more values and a well known image in the market. Giorgio Armani keep focusing on the brand development initiatives to improve the company image globally and some of them are given below: Product Innovation The Giorgio Armani brand keep coming with New and Innovative products worldwide, they keep trying to add value to its products and providing more high class quality level products, sometimes the company collaborate with new industry leaders and sometimes they came up with Italian fashion image in the market. Positioning in different Markets & Segments - In the starting of the brand in 1975 and at present the company keep focusing to enter in new markets and new segments not even in single destination but focusing multiple locations and several new segments like fashion, clothing,
GIORGIO ARMANI Page 16

STRATEGIC BRAND MANAGEMENT fashion related accessories, Branded furniture, Branded flowers and now they entering Hospitality business with the partnership with Dubai based EMAAR group to capture new market segment and to serve better with the help of Armani Italian fashion image and Italian Food image globally starting from Dubai to Europe and Europe to Asia and Asia to America. Providing more relevant message to Customers- The company directly and indirectly providing messages to the customers to remind the brand quality and the brand benefits, sometimes they conducted major fashion and Annual awards events to keep reminding the power of Armani brand. Engaging more and new customers with new strategies The brand keep trying to engaging and interacting with existing and new customers with the help of Creative Promotional Strategies, the Giorgio Armani develop new promotional strategies like they are the now member of PETA and through this they establishing a clean and clear image in customer mindset, at present they helping Japanese people through JAPAN RELIEF through the slogan we can see in most of Armani Exchange (A/X) showrooms. So with these strategies they not only earning Society Respect but also adding new customers rapidly.

GIORGIO ARMANI

Page 17

STRATEGIC BRAND MANAGEMENT

BRAND DEVELOPMENT INITATIVES

Product Innovation

Positioning in Different Markets & Segments

Providing More Relevant Messages to customers (Quality & Price Reminder)

Engaging More Customers with New Promotional Strategies

GIORGIO ARMANI

Page 18

STRATEGIC BRAND MANAGEMENT MARKETING MIX DECISIONS Marketing Mix is the most popular term and important for any business it involves 4 things basically, the all 4 key elements are essential for the success in the business and also for the satisfaction of customers. Its gives the perfect profiles to the Brand increase the promotion activity improve the price and profitability of the company and improve the market image of the Brand.

The chief marketing decisions classified in one of the following 4 categories 1- Product 2- Price 3- Place / Distribution 4- Promotion Armani Brand is one the leading fashion brand globally; Armani Marketing Mix involves Product Design, Product Placement, Product Delivery and Customer Service, by providing the product with mingling all of the 4 Ps the result will surely be improved. Product- Product is the physical service /product presented to the customer, the Armani product dynamics includes aspects such as function, appearance, service, packaging, warranty etc. Armani branded products appearances are very attractive and gives more satisfaction in terms of looks, packing etc.
GIORGIO ARMANI Page 19

STRATEGIC BRAND MANAGEMENT Armani products and all accessories cover all fashionable categories. And all most all styling seekers people find everything that they desire. Armani branded products are better quality, more features and fashionable products. Price - Mostly people from all countries whether European, American or Asian, they are willing to pay any price of Armani products because Armani branded products are comfortable, style and status symbol in society, Armani branded products prices having exclusiveness and combination of affordable and higher price. One of the Armani sub brand- Armani Exchange price range are as following Approximate Price range of one the Armani sub brand Armani Exchange (A/X) , price in SGD $

Product

Low price Womens 150 Clothes Men 50 Shows 250 Glasses 300 Womens 190 Bags Hats 70

High Price 1000 1200 500 700 3000 250

Range 700 600 250 400 2000 140

(Ref- [Link]/fashion/[Link])

GIORGIO ARMANI

Page 20

STRATEGIC BRAND MANAGEMENT Promotion - Promotion includes all the tools obtainable to the marketer for marketing communication. Promotion decisions are mainly related to communicating and selling to the potential consumers. The company founder himself organized many promotional activities like Annual Awards, Hollywood Celebrities, and now the Armani branded products following PETA and recently a major terrible activity happened in JAPAN EARTHQUAKE and the company providing help to Japanese people with the Promotion Strategy Japan Relief and Armani loves Japan.

GIORGIO ARMANI

Page 21

STRATEGIC BRAND MANAGEMENT

Place - In marketing mix the place decisions are related with channels of distribution that provide as the means for getting the product to the target customers. This pronouncement includes market coverage, channel member selection, logistics and level of services. The Giorgio Armani brand is one of the prestigious brand in terms of providing more constructive and valuable products through distribution
GIORGIO ARMANI Page 22

STRATEGIC BRAND MANAGEMENT systems, the brand provides online distribution in USA and some other countries in Europe and physical distriution of Armani involves more than 300+ outlets in more than 40+ countries globally, Emprio Armani is also being selling online through Emprio Armani own website. And they start focusing to increasing their online as well as physical distribution system. The Armani fashion stores are situated in many malls of the European, American and Asian countries.

ARMANI SUCCESS STRATEGY MANTRA Giorgio Armani Success Mantra Unique Personality based fashion that helps to diferentitate it from the crowd.
Focus on Fashion & Luxury Goods Industry Helps to differentiate it from the Crowd Crucial to Creating and Sustaining the Fashion Brand Unique and Personality Based

GIORGIO ARMANI

Page 23

STRATEGIC BRAND MANAGEMENT

BRAND AUDIT MATRIX The intention of the brand audit is to evaluate the health of the company, including its brand equity in the past, current and in the future. Giorgio Armani has developed from an individual designer to a success story of Mr. Giorgio Armani who is a fashion designer by profession. This report is responsible for evaluating the Giorgio Armani brand and comparing how the company is doing relative to other competitive brands in the fashion and luxury industry and to offer suggestions & recommendations for improvement possibilities for the Giorgio Armani brand.

COMPANY ANALYSIS (PRODUCT COMPETITORS & FINANCIAL)

LINE,

Giorgio Armani brands offers variability in their products which attracts a wide target market, because the wide target market, consumer are continiously demanding a variety of needs and wants by expanding their product lines. Giorgio Armani ProductsGIORGIO ARMANI Page 24

STRATEGIC BRAND MANAGEMENT

- Clothing & Apparel - Luxury Cosmetics

- Perfumes & Fragrances - Gifts Sets - Handbags - Belts - Designers Mobiles with Samsung Partnership - Mens Ties

- Watches - Make Up Accessories : for eyes, face and lips (Womens), swimwear, jewellery, home interiors - Mens & Womens Grooming Products - Branded Shows - Wallets - Perfumes - Sunglasses - Skincare Products Men and Women

Giorgio Armani is established in a pure competition market, the pure competition describes a high level of apparel, clothing ad other accessories. Due to the highly competitive nature, Giorgio Armani brand must stand out compared to its international competitors such as - Versace - Gucci - HUGO BOSS - D &G
GIORGIO ARMANI Page 25

STRATEGIC BRAND MANAGEMENT The Giorgio Armani differentation starategy includes Luxury Italian branded products and Classic Designs. Giorgio Armani S.P.A. involves more than 300+ outlets in more than 40+ countries globally, Emprio Armani is also being selling online through Emprio Armani own website. Moreover, they coming up with new innovative sub brands under corporate brand- Armani Casa (Furniture), Armani Dolci (Branded Confectionary), Armani Fiori (Branded Flowers) and Armani Hotels all these unquestionably increase the financial strengths of the brand. The last year of Giorgio Armani turnover was Euro 1435 million, + 3% at constant exchange rates, Net Profit increased by +14% from the previous year Euro 153 million, Strategic Investment increased by +30% Euro 40 million (including 30 new stores in different locations globally, Armani Net Financial position Euro 300 million( increased by 149%), Armani Retails sales worldwide increased China 17%, USA 15%, Japan 3% and Europe 6%, on the other hand Wholesale for the Autumn/Winter 2009 collection increased by 10% , Accessories like Shoes and Bags sales increased by 34% in 2009 with Global 5000+ employees strength worldwide.
([Link]

Brand Exploratory The brand exploratory concentrates on uncovering consumer perception of the Giorgio Armani name, the long time success of the brand is a positive indicator that consumer think highly of the Giorgio Armani brand and deem it as a respectable and credible producer of many useful goods, key words that describes the image of the brand are - Sexy, Italian Fashion, Focus on Higher class customer, distinct.
GIORGIO ARMANI Page 26

STRATEGIC BRAND MANAGEMENT Consumer perceptions of the Giorgio Armani brand allow it to continue growing at a successful rate, the reason is the consumers have the conceived notion that Giorgio Armani produces quality lasting products in all segments and also they are willing to invest their money in the name repetitively. The ongoing trust and loyalty of the consumers allow the Giorgio Armani to stay alive. Not only are consumers trusting of the Giorgio Armani name, the consumers feel confident in the product, the Giorgio Armani clothing and other products makes a man or women feel sexy yet daring and bold and often times rich. These are all good feeling that many people desire and want to feel the brand. By purchasing Giorgio Armani products, consumers can achieve a much desired status of satisfaction and emotional fulfillment. This is another factor in the ongoing success of Giorgio Armani brand name.

GIORGIO ARMANI

Page 27

STRATEGIC BRAND MANAGEMENT

GIORGIO ARMANI

Page 28

SWOT ANALYSIS STRENGTHS STRATEGIC BRAND MANAGEMENT

- High quality products - Strong distribution channels - Diversification business model - Strong presence in fashion industry - Unique strategies for product promotion (cause marketing following PETA) - High price culture - Solid image in Fashion industry THREATS - Managing Brand Architecture - Managing Financial Independence - Brand Dilution (Over Extension because their core business- fashion apparel business) - Sustaining with the current brand personality - Next Head of the Group (After Giorgio Armani) - Fierce (Aggressive) Competition WEAKNESSES - High operational costs in many store,factories,outlets globally - Less variety in Skincare products - High Product costs that limit potential customers - Price( little bit more expensive than the competitors) SITUATION ANALYSIS OF conscious COMPETITORS - Losing customers who are price and opt for competitors products
GIORGIO ARMANI - Customer thinking its a Masculine/ Male product Page 29

STRATEGIC BRAND MANAGEMENT

Hugo Boss

Versace

CK

Low Status

Compa ny
Armani

Country Produc Industr of t y Origin

Retail Stores worldwid e Man & Luxury & Hotel, 500 women Fashion Furniture outlets in clothing, , 40+ fashion Flowers. countries accessori es etc

Brand Extensi on

Versace

Italian

Man & Fashion women clothing, accessori es

Hotels & 200 Residenc boutiques es and 1000 shops

GIORGIO ARMANI

Page 30

STRATEGIC BRAND MANAGEMENT

D&G

Italian Compan y

Clothing, Fashion Footwear and other accessori es Leather Fashion Goods ,Clothing and other related accessori es

New Advance cosmetic s Range in 2012 Advertisi ng agencies in future

350+ stores worldwid e

Gucci

Italian Fashion owned by French Compan y

278+ directly Operated stores worldwid e

RECOMMENDATION Focus on online distribution other than USA and should focus on globally Own Fashion Design Institutions Worldwide/Fashion University

GIORGIO ARMANI

Page 31

STRATEGIC BRAND MANAGEMENT Need to change strategy to enter in a new market & segments (Hotels & Restaurants) More branded showroom More focus on upcoming brand extension More focus on online distribution with presence in global market

CONCLUSION Giorgio Armani has thus fashioned a market for itself through its welldesigned product line. It has separated itself from the gigantic brands through providing fashionable products to its high end clients. Giorgio Armani has marketed the prestige and expensive way of life.
GIORGIO ARMANI Page 32

STRATEGIC BRAND MANAGEMENT The product design, quality and brand name has become synonymous with the elite, and will prolong to do so because of the well sustained distribution of its products globally. Armani should first and foremost focuses at the market development and contemplate on new development within existing markets or possibly new markets that hold the standing and appeal appropriate to the Armani brand. The Asian luxury goods market is an explicit new market to consider, and definite growth can come from the new upcoming branded stores. Yet Armani brand is growing rapidly and diversifying their business into Armani caf, Armani hotels & resorts, Armani branded flowers, confectionery and furniture but lot of brand extension in different industry could affect the core business of Armani in the long run. As Giorgio Armani brand is associated with the fashion industry so they should diversifies into the related business so that it could help to leverage the brand such as Armani University.

REFERENCES Keller, K. L. (2008). Strategic brand management: building, measuring, and managing brand equity (3rd Ed.). Upper Saddle River, New Jersey: Prentice Hall. Lovelock, C.H. & Wirtz, J. (2007). Services marketing: people, technology, strategy. (6th Ed.) Upper Saddle River, New Jersey: Pearson Education
GIORGIO ARMANI Page 33

STRATEGIC BRAND MANAGEMENT Rosenbaum-Elliott, R., Percy, L. & Pervan, S. (2011). Strategic brand management (2nd Ed.).Oxford, United Kingdom: Oxford University Press

Armani: King of Italian Fashion | eurbanista. (2003, May 23). eurbanista | Brand Strategy, Sustainability & the Digital Revolution in Fashion, Luxury & Media. Retrieved August 18, 2011, from [Link] Brand Image Giorgio . (2004, June 4). [Link]. . Retrieved July 17, 2011, from Armani: King of Italian Fashion | Brand Strategy, Sustainability & the Digital Revolution in Fashion, Luxury & Media. Retrieved from [Link] "Giorgio Armani. (2001, February 16). [Link]. Retrieved August 3, 2011, from [Link]/giorgioarmani...--/[Link]

"Giorgio Armani Press Release." (2008, September 16). [Link]. Retrieved August 14, 2011, from [Link]/pressRelease/pressDetail?prid=1, DiPiero, D. (2003, February 13). Armani: Subtle Elegance | Italy. Italy | Italy daily News, Weather, All you need to know about Italy. Retrieved August 20, 2011, from [Link]

GIORGIO ARMANI

Page 34

STRATEGIC BRAND MANAGEMENT

Giorgio Armani Italian Fashion. (2006, March 23). [Link]. Retrieved August 15, 2011, from [Link]

Armani Press. (1998, August 22). [Link]. Retrieved August 20, 2011, from [Link] prid=3&year=0000&language=EN "Armani Fashion Style.". (2002, January 17). [Link]. Retrieved August 12, 2011, from [Link]/.../Giorgio+Armani...Fashion.../Tina+Turner "Ultimate Fashion Style Armani. (2001, April 15). [Link]. Retrieved August 11, 2011, from [Link]/.../giorgio_armani__the_ultimate_fashion. Giorgio Armani Beauty, perfumes, make-up and skincare. (2004, August 6). Giorgio Armani Beauty, perfumes, make-up and skincare. Retrieved August 20, 2011, from [Link]

Armani Competitors (2006, March 15). [Link]. Retrieved August 20, 2011, from [Link] clubcode=milan
Page 35

GIORGIO ARMANI

STRATEGIC BRAND MANAGEMENT

Emporio Armani Online Store - Home. (2002, March 3). Emporio Armani Online Store - Home. Retrieved August 15, 2011, from [Link]

Designer Clothing at Armani Exchange. (1998, March 9). Designer Clothing at Armani Exchange. Retrieved August 20, 2011, from [Link]

Framework Armani. (2003, July 23). [Link]. Retrieved August 17, 2011, from [Link] Armani Fragrance details. (2003, February 26). [Link]. Retrieved August 14, 2011, from [Link]/.../_bid_Giorgio--Armani-am-lid... United States

Armani: King of Italian Fashion | eurbanista. (2003, May 23). eurbanista | Brand Strategy, Sustainability & the Digital Revolution in Fashion, Luxury & Media. Retrieved August 18, 2011, from [Link]

GIORGIO ARMANI

Page 36