Giorgio Armani is an Italian fashion house founded by Giorgio Armani which designs, manufactures, distributes and retails haute couture, ready-to-wear, leather goods, shoes, watches, jewelry, accessories, eyewear, cosmetics and home interiors.
The Brand Brief
Giorgio Armani positioned its product focusing on high class and luxury, highest quality and luxury. Armani's target segment is the one looking for their status and comforts.It consists of
Celebrities,VIP'S,Higher Income Group,Business Class.It has more than 300 stores in 36 countries all over the world.
Giorgio Armani is considered the symbol of luxury goods and VIP life style.The brand itself considered as a tool to get celebrity like treatment . most of the time Hollywood actors and actress found wearing Giorgio Armani in various glamorous events.
Armani positioned their product through celebrity endorsement . They located their press in Hollywood so as to have easy access to the best and hottest stars. from popular stars to reputed athlete Armani use each and every opportunity to build it's brand.
The Giorgio Armani Brand Architecture
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 five sub-brands, each catering to different sets of target customers and at different price levels.
Giorgio Armani with the iconic popularity among the elite of the society and the fashion literate segment of the market has ventured into different product lines, different segment and even different markets by extending the brand . Armani provides various options which can solve any type of wardrobe problem related to fashion .If anyone looks for a great outfit for night out or wish to wear a simple elegant dress or want to wear an appealing swim wear at a beach, Armani has the best options.
Competition:
Armani clothing is expensive and unique from its competitors because of the cache of wearing clothing that bears the Armani label and excellent and creative design . Because the name is well known, the brand can charge more for the clothes. In addition to the value of the name, the Armani brand uses high quality materials for their fashion lines, which increases the uniqueness compared to its competitors.
Points of Parity:
Points of Parity are those elements that are considered mandatory for a brand to be considered a legitimate competitor in its specific category.
Armani is a luxury brand and it also known as the brand that build around the designer.science the beginning of the brand, the brand maintain its credibility among consumers. Today, people consider it one of the most luxurious brand in the fashion industry.
Points of difference:
Points of differentiation are the attributes that make brand unique. It is basically the competitive advantage. It is what a brand's slogan should reflect. Armani known as a brand with innovative designs.The brands retail distribution channel is also strong with young and energetic people.
Armani Code - The Film featuring Chris Pine
Megan Fox in "The Tip" Armani
Recommendation:
Armani should try to maintain its positive brand image .The brand should also use different promotional channel to avoid communication message clashing. Armani should also try to increase its brand brand differentiation.
References:
1. https://arrunrmaprni96.wordpress.com/2012/05/03/armani-thoughts-on-the-reason-why-this-huge-brand-is-so-popular/
2. http://chinabusinessphilippines.com/index.php?option=com_content&view=article&id=1195:giorgio-armani-the-iconic-fashion-brand-first-of-two-parts&catid=31:asian-brand-strategy&Itemid=73
3. http://www.biography.com/people/giorgio-armani-9188652#personal-life
4. https://www.studymode.com/dashboard
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