Giorgio Armani is one of the most notable Italian fashion designers of the generation. He is mainly noted for menswear. Today, however, his designs are valued for the clean and tailored lines they possess. In , the Italian formed a company named Armani. Eventually, Giorgio Armani was commended as the most successful Italian designer, with a personal fortune estimated to reach 5 billion dollars. Armani is identified for its sleek, and somewhat unstructured, look.
Aside from clothing and apparel, the company also licenses its name for watches, accessories and scents. The company bears other lines and brand names, and also ventures in other businesses, like hotels, resorts, and cosmetics. Giorgio Armani offers various fashion and clothing brands.
These brands are:. Giorgio Armani recognizes the need for targeting the young adult market. Emporio Armani is the result of that recognition. The label is chic and sporty, and, at the same time, features ready-to-wear RTW clothing and accessories. Emporio Armani is known as a diffusion brand. It is considerably cheaper than the other Armani lines.
The line targets not-so-wealthy customers, so that they can be introduced into the fashion world of Armani. Whenever a brand gains popularity and acceptance from its target customers in its core business, the next obvious step for the brand is to charter a new course by venturing into different product lines, different segments, and ever different markets.
This phenomenon seems common across industry sectors. 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 three sub-brands, each catering to different sets of target customers and at different price levels. The signature Giorgio Armani line: This is the main collection of very high quality classic apparel that consists of the signature Armani suits, Oscar gowns and so on, which are of the ultra-premium price points and essentially targeting consumers in the 35 to 50 year old age group.
Emporio Armani: Targeted especially at the young professional segment in the 25 to 35 year old age group, the Emporio Armani brand provides fashionable and contemporary designs that are relevant to the target customers.
Milan and wore the number 7 jersey. It was created for everyone who loves exceptional style and wants to maximize their experience from sporting activity. This fashion label caters to a wide range of sport including running, fitness, golf and winter sports.
This serves as the ultimate testimony to the power of the brand. By providing the entire range of its apparels and accessories, Armani Exchange provides customers with the complete feel of the luxurious fashion of Giorgio Armani. In , the Armani Group completed its 3-year streamlining transformation and has discontinued the following lines:. It offers gala and award-show wear including gowns and suits that are ultra-luxurious, exemplifying the understated chic that epitomizes the essence of the Giorgio Armani brand.
This line is almost exclusively targeted at the rich and famous. This basically caters to the segment of people who aspire to wear high quality Armani apparel but cannot afford the ultimate signature line, or to those who crave to add extra products to their existing portfolios.
Armani Jeans: This is the lowest range of Armani apparel. This Armani brand is to the value segment what the signature line is to the premium segment. Catering necessarily to the young adults in the 18 to 30 year old age group, the Armani Jeans collection provides a trendy yet fashionable and luxurious line of apparel. Armani Junior: This kids fashion brand was designed specifically for infants and children. The brand is best known for its sophisticated simplicity, sleek tailoring and classic colours.
Taking inspiration from the adult line, sumptuous materials and attention to detail are combined to create a collection which is synonymous with quality. Armani Junior : This kids fashion brand was designed specifically for infants and children. The corporate brand and sub-brands help Giorgio Armani to operate in many segments of the fashion apparel market. But this is not all. Not only does Armani straddle many segments of the same product category, but also many different product categories.
Leveraging its strong brand equity in the fashion apparel market, Giorgio Armani has ventured into other related categories like eye wear, watches and cosmetics. These are made available in each of the above-mentioned brand categories to ensure that it is available to the different segments of the market.
It is usually argued that eye wear, perfumes, watches and cosmetics are strongly related to fashion and luxury and thus it is natural for fashion houses to extend their brands into these categories. Giorgio Armani is a very strong example for this argument.
By leveraging its expert knowledge of the fashion and luxury industry, Armani has been able to come up with winning concepts in the other product lines of cosmetics, watches, jewellery, eye wear, underwear and loungewear. But Armani has not stopped at fashion as a product category. Armani has extended the brand into multiple other categories, such as:. Armani Casa home collection : This brand shows how Giorgio Armani presents his ideal for living, his dream of the perfect environment: an intimate and comfortable space in which to relax, unwind and entertain.
It offers up-market furniture, home accessories, textiles and decorative objects, as well as interior design services for a variety of spaces including yachts, planes and villas. The project consists of homes, a 5A office building, a shopping street, underground malls and supporting facilities. The design and building of facilities was managed by Armani Casa.
Armani Beauty fragrances and cosmetics : This beauty line reflects the signature Armani sophistication in its makeup, skincare and fragrances. The range includes clothing, sunglasses, scents and accessories which are all very accessible to buy. As previously mentioned, Emporio Armani took on parts of the Armani Jeans label back in This fusion was in part due to both labels sharing the same eagle logo and a similar demographic of year-olds.
EA7 however, was an original sub-brand of Emporio Armani and is still one of the most popular labels on the market. What is EA7? The whole Emporio Armani label has been highly endorsed by celebrities as well as sports stars making it extremely popular and on-trend. Even though both of these brands are part of the Armani fashion house, there are a lot of big differences. As Giorgio Armani is one of the original labels, it is also the most luxe and high quality.
Look at the table below to see the outline of Giorgio Armani vs Armani Exchange. Both of these labels are in the lower tier of the Armani pyramid in terms of price.
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