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Giorgio Armani is the one largest Italian designer group. ... Their new target market will by Generation X (Armani Exchange). ... INITIAL PURPOSE
“Giorgio Armani began a free-lance design business in 1970 with the encouragement of his close friend Sergio Galeotti, and established his own mens wear label in 1974. ... CORE COMPETENCIES
There are many core competencies that Giorgio Armani possesses. ... CURRENT/POTENTIAL CUSTOMER/PRODUCT
Giorgio Armani offers a variety of fashion lines with high quality and both custom-made and prete-a-porter. The exclusive lines are:
· Armani Alta Moda (haute couture)
· Borgonuovo 21
· Giorgio Armani
· Le Collezioni (diffusion), since 1979
· Mani (diffusion)
· Emporio Armani (diffusion, younger customer, worldwide), since 1984
· A/X Armani Exchange (basics, United States only)
· Giorgio Armani U. ... (lower priced)
· Armani Jeans
· Armani Neve (winter sportswear), since 1996
· Armani Golf (sportswear), since 1996
· Classico, since 1996
D. ... There are many different types of Armani customers. ... PRODUCT POSITIONING
Giorgio Armani’s products are highly positioned. ... PRICING
The price of Giorgio Armani is not cheap. ... This also enables Armani executives to interact and get suggestion from customers to improve their products. ... PROFITABILITY
Sales of the Armani-Group in 1998 amounted to 2540 billion Lira ($1574 million), up 12. ... The Armani-Group also includes the Sportswear Company Simint, which handles all of Armanis informal lines. Armani himself holds 53% of the Simint assets. ... While Simint produces the Armani Jeans line, the Armani Junior label and the Emporio Armani mens wear, the Emporio womens clothes are produced by the Antinea (sales in 2001: 300 billion Lira), a 100% Armani offspring. Giorgio Armani S. ... develops the Armani labels. In 1998, Giorgio Armani S. ... Pre-tax profits for the Giorgio Armani S. ... DISTRIBUTION CHANNELS
“The biggest export market for Armani is the United States, where Armani labels are sold at 12000 points of sale. In 1995, Armani had 36 outlets carrying the exclusive Giorgio Armani and Borgonuovo-21 lines. Emporio Armani outlets numbered 119 in 1995, with 54 in Italy and 22 in Japan. ... A/X Armani Exchange used to be sold only in the United States. ... Today, Armani intends to open up even more A/X-outlets, also introducing them to customers in Asia for the first time. (Krebs, 10-02)
“The first freestanding store for Giorgio Armani’s Mani by Giorgio Armani and Collezioni Giorgio Armani collections has been opened in London.” (Fallon, 11-10-01)
“Collezioni and Mani represent 27 percent of the company’s profits” (Fallon, 11-10-01)
“The London store is owned by Club 21, the retail empire of Christina Ong that owns the Emporio Armani and Giorgio Armani stores in the UK. ... Other designer shops nearby include Polo Ralph Lauren, Emporio Armani and Ermenegildo Zegna. ... And it is from the springboard of Armani designs that fashion will leap into the next century.
If French designer Gabrielle Chanel liberated women from stays and long dresses, it was Armani who offered them professional fashion equality without bending their gender.”(Griffin, 5-5-00)
“What made Armani a star among designers was his unpadded, unstructured jacket. At a time when Italian men still were battling a stereotypical "greasy" image, Armani single-handedly cleaned up the look. ... While the shoulders, lapels, vents, fit, lengths, fabrics and closures _ all the design elements of the jacket _ have changed through the years, the words "Armani jacket" instantly conjure an image in the minds of the fashion cognoscenti. ... ”(Teliga, 2-25-98)
“EMPORIO ARMANI: The less expensive label of the Italian designer Giorgio Armani, renowned for his elegant soft tailoring and deconstruction of the stiff business suit. Colin Bertram, menswear manager, Emporio Armani:” (Teliga, 2-25-98)
“The look: "For menswear its very straightforward, nothing overtly fashiony yet more body-conscious (this season). It is always Armani so it is always going to be understated.
Approximate Word count = 3132
Approximate Pages = 12.5
(250 words per page double spaced)
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