Abstract
This paper will first analyze the Giorgio Armani brands in relation to contemporary branding theories and models and secondly consider the future for the Armani brand focusing on the potential areas for development over the next 5-10 years. Since 1979, Armani has designed and developed many sub-brands in clothing including Emporio Armani, Armani Collezioni, Armani Juniors, and Armani Jeans. It also has extended its brand to different product categories including accessories, watches, glasses, cosmetics, fragrances, jewellery, cakes and flowers… Armani has also extended its operations into different services for example the Armani hotel resorts and cafés, which has enabled diversification and expansion into different market segments.
The Italian fashion house has become one of the strongest and most respected luxury brands in the world with a value of around 3 billion Euros. Today, Armani employs 5000 workers in 13 factories located in 5 continents and 500 stores in 46 countries.
The Armani brand stands for superior design and “haute couture” in luxury products worldwide. Giorgio Armani understands what is needed to create an elegant and desirable product: “To create something exceptional, your mind-set must be relentlessly focused on the smallest detail”. Giorgio Armani has been one of the most influential stylists of the last years, breaking the boundaries of masculine and feminine by creating neutral style. The Armani brand reflects the unique personality and image of Giorgio Armani himself; he is the only shareholder of the company. Its success has therefore been largely due to the talent, effort and initiative of its creator.
