4 Special Methods of Armani's Thirty Years' Development

4 Special Methods of Armani's Thirty Years' Development

In 1975,Giorgio Armani,who is 40 years old, established the "Giorgio Armani"company in his own name. 30 years later, Armani has been the brand with value of more than 2 bilion dollars, now Armani Group has opened more than 300 stores with 5,000 staffs in the world. How can a window designer operate a brand born in a 14 square meter studio to be long - lasting and top brand in the world? If you take a panoramic view of his business career, you'll find him a resolute and persevering opportunity-catcher.Notice the Brand Which are on the Top : Blood Pressure Monitor

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The brand of Armani didn't belong to the top ones from the very beginning. The turn came in 1980. That year, Armani provided [power suit" designed by him to Richard Gere, who was the leading actor in the movie [American Gigolo". The movie made a big success,Armani had been popular in Hollywood, where stars gather. Armani has never designed clothes for unfamous stars. Armani is the first modern costume designer to notice potential of celebrity market. He opened the market with movie and celebrity charm.

Acquisigtion and Reorganization

He has established a special office in LA to lease dresses to celebrities, meeting specifically their fancy on dresses. In order to stabilize and develop the achievement that Armani had already gained in the top market, Armani who started from designer had already taken many measures about marketing. The company succeeding in controlling the production and selling of most Armani companies by cash. Armani purchased the companies which is close to its company one by one. In the acquisition process, Armani upheld one principle that do not purchase other brands to avoid no fusion or damage to the Armani brand.

Strengthen outlet control

Bringing out its own retail stores actively and strengthening the terminal control of these stores is also one of Armani`s marketing strategies. Armani brand settled in Milan market, Italy in 1974, while it came to the London market in 1989 and the U.S. market in 1991. Nevertheless, the most crucial element, i.e. the matter of life and death, hangs on the marketing terminal. If those costume companies which have large-scale market size don't pay attention to the market terminals in time, they would be defeated in the next run of competition.

Expanding the brand line.

In 1981, Armani released Emporio Armani experimentally which started the fashion of broadening brand line in the first place. Some criticized that brand extension will blur market positioning of the brand. But Armani had his own mind. He realized that if the band not expand enough, the life of the band would not last vigorous. Only build the products from different levels of the pyramid that would make the brand strong and fullness. Armani also extended its brand to fileds such as glasses, watch, cosmetics, furniture, and jewelry and son on.He entered the car industry by designing special interior ornaments for Mercedes Benz.

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