Giorgio Armani | case study | summaries

Giorgio Armani

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36 slides .ppt

document in english

marketing

case study

date published 28/09/2006

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level : Expert

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Summary

"Elegance is not about being noticed, but about being remembered." (Giorgio Armani). Giorgio Armani was born 11 July 1934 in Piacenza, Italy. Worked in a department store, La Rinascente, as a window dresser. A designer in the well-known fashion house Nino Cerruti. In 1974, with assistance of his partner, Sergio Galeotti, he established his own company. One of the world's most recognizable brands, and the sole owner of the $7 billion label. Leveraging its strong brand equity in the fashion apparel market, Giorgio Armani has ventured into other related categories like eyewear, watches and cosmetics. Giorgio Armani Occhiali, leg end body wear, cosmetics, profumi, gioielli, orologi. But Armani has not stopped at just these product categories: He has extended the brand into multiple other categories such as Armani Casa (up-market furniture), Armani-branded Dolci (confectionary), and Armani-branded Fiori (Flowers). In addition to this wide portfolio of brands, Armani has also entered the services market: restaurants, nightclubs and caffè under the Armani Brand. He also recently struck a deal with Dubai-based property group Emaar to come up with a chain of 14 Armani branded hotels and resorts by 2011.

Company history.
The Armani business model.
1. The strategy.
2. 3 staple principles.
3. Brand stretching strategy: a lifestyle brand.
4. Brand extension.
5. Brand extension: the philosophy.
6. Product portfolio.
7. Brand portfolio.
8. Financial soundness.
9. Vertical integration.
10. Geographical coverage.
11. Armani's specificities.
The Armani distribution strategy.
1. Evolution of the business model.
2. Distribution strategy.
3. Retail.
4. International distribution.
5. Wholesale.
6. Licensing.
7. International distribution strategy.
SWOT analysis.