Armani brand has become the world's top clothing brand

Armani is a clothing brand born in Italy. After 30 years of development, it has become the world's top clothing brand. In 1975, the 40-year-old Giorgio Armani was named after his own and established the "Giorgio Armani" company. Armani is now a brand of more than 2 billion U.S. dollars. In the first quarter of 2005 alone, sales in Greater China, including mainland China, Hong Kong and Taiwan, increased by 52%. Today, the Armani Group has more than 300 stores and 5,000 employees worldwide.

As a designer, Armani also serves as Chairman and CEO of the Group. How did an early window designer create a brand that was born in a 14-square-meter studio and became a top-notch world brand? This is a topic that many companies study.

The turn of the Armani brand into the top brands was in 1980. Armani designed Armani men and women "powersuit" came out in that year, in order to promote this design to high-end crowd, Armani to this outfit to "American Dancer" in the male lead Richard Gere, the same year full set of Armani " Power Suit "disclosed with the screening of the film. The film was a success and the Armani brand was also sought after in Hollywood, a star-studded city.

Armani never designs costumes for unfamiliar movie stars. His customers mainly include big names who want to be respected. In recent years, the world’s football stars have also approached Armani one by one. Beckham, Ronaldo, Vieri, Piero, Figo, and Shepchenko are regular guests.

Armani is the first modern fashion designer to recognize the potential of the celebrity market. To this end, he set up an office in Los Angeles specifically to hire costumes for celebrities to meet their imaginations in fashion.

In order to stabilize and develop Armani’s achievements in the top markets, Armani has formed a system of operations. These experiences have implications for Chinese men's clothing brands that face confusion in brand management and marketing.

Armani's business methods mainly include three aspects: First, through the acquisition of long-term franchisees and OEM factories to strengthen Armani Group's control of manufacturing and distribution, and second, through the active launch of Armani's own retail stores, to strengthen the control of the retail end, three It is actively expanding its product line.

The company uses cash to control most of Armani's production and distribution. Armani acquired one of the companies that it had produced for itself and acquired two garment companies to produce ArmaniCollezioni high-end clothing. In addition, he also acquired a number of third-party distributors worldwide. However, in the acquisition process, Armani insisted on a principle that is not to buy other brands, so as not to fail to integrate or damage the Armani brand. By now, Armani insists on daily sales data from all over the world to conduct research and understand consumer demand.

It is also one of Armani’s marketing strategies to actively launch its own retail stores and strengthen control over retail terminals. Armani brand settled in Milan, Italy market in 1974, entered the London market in 1989, entered the US market in 1991. In April 2004, Armani opened China's largest flagship store in Shanghai. Armani Group expects to establish a retail network with 20 to 30 independent stores in the most important cities in China before 2008.

Armani opened his brand extension in the fashion industry in 1981. Subsequently, other international big names followed suit. When China’s men’s clothing companies began to criticize brand extension for causing the brand positioning to be vague, Armani realized that the scope of brand expansion was not wide enough and the vitality of the brand could not be prosperous. Only by building a product pyramid from different levels can the brand be full and powerful. Armani also extended its brand to many fields such as eyewear, Watches, cosmetics, furniture, and jewelry. Armani's successful example may not necessarily be able to replicate, but his experience is worthy of Chinese companies' research and study.