An Analysis of ‘Giorgio Armani’

port RESEARCH, MARKETING AND everywherethrow down FORECASTINGAn epitome of Giorgio Armani Victoria Joana Scherer Due 14. 12. 2012 account book Count 2219 +/- Abstract, Introduction and Conclusion non include Table of Contents Abstract4 Introduction5 1. abbreviation of the socio-cultural framework6 well-disposed reduces6 PETA activists6 size of it of it Zero7 Cultural evolution7 efficient evolution8 2. outline of the demeanor snubs/fads affecting the print9 Mood-board9 com handstary of major mould trim backs12 colour12 Fabrics/ Materials13 Silhouettes13 3. disfigurement s kitty14 compendium of preys/ clients14 localization14 Marketing Mix16 Analysis of port collections16 combative bench make outing comp ard to main competitors17 SWOT Analysis17 4. comment of a forecasting course of study18 mark (image and erudition)18 Collection architecture18 distribution programme19 Communications19 Conclusion20 Over either in all recommendations20 adjunct21 1. 1 21 Bibliography22 Articles22 Books22 Images23 fight Release23 Websites23 Y prohibitedube24 Abstract The chase fashion reproach forecasting plan stories Giorgio Armanis old and current designs, analyzing in footing of existing st ordaingy, and market research.In the process of researching I paged through newspapers, extensively, legion(predicate) magazines, viewing noncurrent catwalks, scrutinized the internet media in night club to depict a common sense of chosen colourize, fabrics and sprints, hence propose a new complete strategy. The project analyzes the quadruplet key aspects of 1. Analysis of the socio-cultural framework (mainstreams in terms of brotherly trends, cultural and sparing evolution) 2. Analysis of the fashion trends/fads affecting the pit 3. Brand s crapper (analysis of points/customers fashion collections, private-enterprise(a) benchmarking comp ard to 2/3 competitors) 4.Definition of a forecasting plan The reason for me to consider this differe ntiate is that I did a summer fourth dimension internship which I greatly enjoyed and on that pointfore had previous k right awayledge on the stigmatise which I could integrate in my research. advertise, did I implement the same tag for my midterm assignment, having now the probability to make an plane great in-depth examination of Giorgio Armani. Introduction Giorgio Armani was born in 1934 in Piacenza, Italy. In the stratum 1975, he and his cohabite Sergio Galeotti founded the political p cunningy Giorgio Armani SpA in nonp atomic number 18il of the domains fashion capitals, Milan.Having studied two terms of medicine prior to the launch of the comp whatever, Mr. Armani in all changed his professional orientation when he started works as a optic merchant for disrupt store La Rinascente. It was in 1990 when he first started to segment his compevery into sub-labels Emporio Armani & adenosine monophosphateere Mani. After some time he also give-up the ghost tod Gior gio Armani Prive, , Armani Collezioni, Armani Jeans, AX/Armani Exchange, Armani Junior, Armani Under expect, EA7, Armani Casa, Giorgio Armani Cosmetics, Armani Libri, Armani Flori, Armani Dolci and some more than.The graph above, illustrates the assorted facets of Armanis designs, having caused a label which covers each category and customer interest. He is m whatever celebrities best-loved fashion military units distinctive and noned for his svelte designs. His style is to be identified by queer and unique cut combined with an fair monochromatic colour palette. Elegance doesnt mean creation accountd, it means be remembered. (Giorgio Armani) Armani is known for presenting himself in his signature simplistic style of jeans, silver/ gray-haired t-shirt, colour blazer.His look has become a holistic concept of life. Not exactly has he built an empire, he created a livelong new world. 1. Analysis of the socio-cultural framework Social trends In fashion one trend chas es the other. Nothing is as old as the collection of yesterday. look trends are hardly the surface phenomena of deeper social developments. They are the visual manifestation of desires and needs. The interesting question arises What lies behind(predicate) the current fashionable forms of expression and what grade of influence does society stir on the fashion trends?What did constitutes for Armani and issues he had to tackle thereupon. PETA activists In the stratum 2009, PETA activists affronted Giorgio Armani, who promised to not produce any fur in his future day collections. Anyhow, Armani failed belongings his promise. As a result PETA called for a boycott of his fashion No Armani gowns at the Oscar ceremony (February 22nd, 2009) Further did they publish a poster which shows Armani with a long Pinocchio nose. In several places such(prenominal) as Las Vegas, Milan, Paris, there were anti-fur demonstrations in front of the stores of the designer. See Appendix 1. 1) The so cial trend of fighting for wight rights was an issue Armani had to work upon. Instead, he claimed never to construct do such a promise, anyhow apologized in public for any misunderstanding. It rulems he did not deem it to be necessary to tackle this problem any further, as it is a atrophied recessional of society and would accordingly only view as a small effect on Armanis customers buying habit. Further, are other opulence brands, competitors employ fur in their collections which makes the issue even less meaningful. Size Zero Size zero a craze and controversy.As the 22- year-old Uruguayan standard Luisel Ramos died later having starved herself to death, the organizers of the 2006 Madrid port Week decided to ban skinny, size zero musical models. The World Health presidential term is concerned that the routine of underweight models sends out dangerously wrong signals to girls, who look models as portion models. In November, the same year, the brazil nutian model Ana Carolina Reston died at a green age of just 21 from anorexia. This disaster make Armani being first of all luxury brands to introduce his own insurance of only engaging healthy-looking models with a BMI of 19. more brands followed this social trend. Cultural evolution Today, regarding the standard atmosphere of lifestyle the Italians are seen as role models more societies Espresso, Pinot Grigio, Tartufo Bianco, Gigli, Alessi, Armani. As any art mirrors design, whether for product or fashion, nothing represents a society more clearly. These mirrors are not put in museums or elsewhere, we see them everywhere in life. shape is a sensual and rapid response to the now. dealings with it, encounters the loving of surfaces, the study and cultivation which cigarette be regarded as a ponderous thing.Milan, the origin and headquarter of Giorgio Armani, is one of the most historied fashion metropolis of the world. A mecca where various cultures come together, being devotion for the d esigner himself and for society. Each trend emerges of society, having similar cognizance and emotions in different countries, can be combined together to then get a machine-accessibleness. Giorgio Armani receives lots of cultural influences of Asia for his designs. For poser in 2010, he set the trend of an asymmetric neckline with a single weapon system (Sari), interpret in a more modern way.When observing his catwalks, it is to mention that Armani engages ethnically diverse runway models. This emphasize the multi-cultural influence, Armani has on the world, as each customer, no express which origin can intuitive feeling connected to the brand. Economical evolution Due to the heartbreaking financial crisis that hit the world markets in 2009, Giorgio Armani proved outstanding staying power, when comparing it to the modal(a) performance of the industry. Giorgio Armani generated a turnover of 6 billion at retail apprize (including licensed products), of which 4 billion wer e made by their core business and 2 billion from third loty licences. The popular slowdown in the fashion and luxury markets that also affected Giorgio Armani is largely ascribable to a decline in GDP, in particular in North America, atomic number 63 and Japan. Nevertheless, Armani succeeded and had stable increase gross revenue in China, a 32% boost, when comparing it to the year before which proves a pulsation of recent years in the region. I have to say that the interest of the Chinese public for Giorgio Armani is outstanding. I have go through this through my stores and also through the have I was given in China. (Giorgio Armani) 2. Analysis of the fashion trends/fads affecting the brand Mood-boardThe eonian Description of major fashion trends The fashion maestro demonstrates in his haute couture a clearcutness of unusual cuts, complex designs and valuable fabrics, all abiding the pure elegance in usual monochromatic colours. Elements of relentless mens wear are transf erred to the womens design, shaping the unmistakable Armani style. Colours Armanis brand mark has always been the colour down in the mouth, believing it gives a sophisticated and refined assemble to each and every design. passim the years, he complemented these with signal colours to create a modern look, being influenced by the Asiatic reputation.In 2010, his collection emerges influences with a poppy red being its primary colour, as tralatitiously seen in Qi Paos. One year later, one could weigh Mr. Armani himself has fallen in love. Into a base which one would expect least of such a rationalist, the lascivious world of Boudoir. fine-grained rose tones, a touch of grey complement his basis colour black. In the year 2012, mottled grey and black severe pantsuits harmonized with bright and vivacious colours such as pink, precious coral and tangerine. Enlightened by bright scintillation colours as in capital of Japan. Fabrics/ MaterialsWhen analyzing Armanis collection fro m the previous year it is to recon that he has a distinct use of silk, categorizing it as his main fabric. Starting in 2010, where the fine lustrous fiber sticks wonderfully to the Asian study, adding an incredible intense touch of elegance. Further, he used velvet which has a smooth dense pile and supererogatory underside, creating a mysterious hint to the collection. subsequently in 2011, Armani uses flowing fabrics, such as chiffon and satin. Silhouettes The silhouette of Armanis collection is found on the Asian culture, a theme which shows great influences on his collections in the past three years.In 2010, blazers, skirts and dresses are knowing that fabrics overlap as seen in the traditional Qi Pao. Further, he gathered inspiration of the Sari a long shawl which is jailed around the waist and the end draped over the shoulder. The trend of an asymmetric neckline with a single sleeve (Sari), interpreted in a more modern way. The dresses are cut short, instead of long, sl im cut the western chic. In 2011, a epitome of simplicity straight-cut silk tops which is attached together with a brooch below the leftover breast and simply combined with unified silk trousers. 012 he referred back to his brand mark of transferring elements of mens wear into severe pantsuits for women. Mottled grey ensembles on which wide rosettes of showy pochettes are clinged together, complemented with diagonally placed trilby hats and mens shoes. 3. Brand scan Analysis of targets/ customers Giorgio Armani has an iconic popularity amongst the elite of society, being one of many celebrities favourite designer. Nowadays, Giorgio Armani SpA encompasses a brand architecture of one corporate brand and volt sub-labels, each provide to different sets of target customers and at different scathe evels. His main collection of apparel for Giorgio Armani are of the ultra-premium charge points, which accordingly more likely to target elderly consumers, therefore reaching the 35-50 year old age group segment. Positioning Defendability Operating in a small niche market, where 1st mover peachy and followers are at disfavour. Erecting barriers to competition by reject entry through expertise, customer fealty and continuous innovation of new designs, pass ons the confederacy ahead from its competitors. DifferentiationGiorgio Armanis brand concept is being sophisticated, targeting the stop number-class with high-quality and innovative, comely designs. Elegance doesnt mean being noticed, it means being remembered. (Giorgio Armani) Strategic preference Product leadership achieved through unplayful performance having a clear explosive charge for the accompany My mission has always been to benefactor women and men feel comfortable and sure-footed through the clothes they wear, rather than to create decoration for the sake of it. (Giorgio Armani, Squidoo, 2012). Giorgio Armanis emblematic expressive value appeals to consumers self-concepts and self-wor th prestige, view image.Marketing Mix The 4 PS demonstrate with what, where and how Giorgio Armani promotes his products in state to succeed with his trade strategies. Analysis of fashion collections By means of the positioning and the marketing mix of the brand, it clearly illustrates how well Giorgio Armani integrates the concepts, qualification a clear statement through his collections towards his competitors. Due to the vast summation of gross revenue in Asia, especially in China, after the financial crisis in 2009, the designer himself traveled regularly to the East for certain matters, by which he got the superlative experiences and influences for his pcoming collections. From 2010 onwards, one can indicate a sacrosanct emphasis of the Asian culture. China approaches fashion with strong enthusiasm, and I believe that this enthusiasm can be translated into something interesting, economically speaking. Not only for my brand, but also for other brands We notice this, by wandering around in Shanghai Beijing and also smaller cities. (Giorgio Armani) Competitive benchmarking compared to main competitors SWOT Analysis unconstipated though Armani has high brand recognition, being well-known all over the world, faces fierce competition in its industry.Its greatest competitors are Hugo imprint and Gianni Versace since they target the same market. Especially the German brand, Hugo Boss is regarded as a great threat, since the brand implements blotto design and quality standards to produce splendid products that deliver value for money. This is difficult to keep up with as Giorgio Armanis price range is higher than that of Boss. Further this strength may implicate the threat of brand duplicity. This is due as Armani is catering to a very small upper premium segment target group.An bonnie salary in the UK amounts to approximate 30000? per annum (Council of owe Lenders, 2012). This wage does not make it likely to purchase such expensive goods of Gi orgio Armani wherefore brand duplicates seem as a good alternative for the customer. Especially in China, where Giorgio Armani seeks the opportunity of developing and expanding its branches, is considered as the mecca of fakes. 4. Definition of a forecasting plan Branding (image and recognition) Having sponsored the Italian team in the exceptionals, Giorgio Armani made great awareness of its brand.Since, Armani is imparting to have even greater brand recognition the majestics and the world cup in brazil nut are a great opportunity to achieve so. Millions of people will be following these events, by interacting in such, Armani could don a competitive returns to Hugo Boss and Gianni Versace. Collection architecture The Asian theme appears throughout the years of Giorgio Armanis collection. being inspired by the Qi Paos first, followed by Saris, some(prenominal) serve as great inspiration. In the year 2012, bright colours are combined with black and grey, which could be interpr eted as the up and coming colourful skyline of Tokyo.Due to the appearances of velvet and wave-like designs in 2010, it is to state that Armani could use these two variations as inspiration for the upcoming season in 2013. Blouses will be straight-cut with a balloon-like ending, such as seen in seasons 2010 and 2011. These will be combined with straight-cut trousers, edging it with a sound reflection of pointed shoes and a finish-off with trilby hats, as seen in the collection of 2012. These symbols represent power and being dynamic, as the fast-pasting metropolis of Asia. Colours will range from darker Bordeaux reds into degrees of purple, complementary to the heartfelt plain colour of Mr.Armani himself, black. Distribution plan Giorgio Armani employs 5500 in their direct workforce, having 13 factories and a perpendicular network of exclusive retail stores in 46 countries worldwide. In order to increase their annual revenue of 1,8 =1. 453. 750. 000? (Exchange rate on the 13. 12. 2012) condense Release 2011 billion, Armani could increase their presence of branded flagship stores, with independent retailers and department stores, as well as increasing the availability of online distribution, as Brazil is not listed. Brazil definitely has to be included as this country will have great influence on future ctype Aaigns.Communications The world community will come together to celebrate the festivities of the Olympic Games and the World Cup in Brazil together. Brazil being host to many people around the world creating a feeling of togetherness. Armani can be part of this by sponsoring the Italian team and qualification aware of themselves. Building up on this strategy, Armani should invest in advertising c adenosine monophosphateaigns, billboards etc, bringing up positive awareness and excitement towards the brand and the events. Conclusion Giorgio Armani is one of the most famous Italian fashion designers.His style is classic, elegant and discrete this is ref lected in each of his puristic designs. He is the creator of an empire which successfully run due to efficient marketing strategies, using celebrities to raise awareness with advertising, engaging the company on events such as sponsoring the Olympic team or promoting the new pile Bond Skyfall Vogue, Germany Premiere), the photograph in which he accouters the actors. To mention is the correlation between the movie and the designers inspirational Asian theme, as Skyfalls settings partially take place in Shanghai, China (Movie paper bag, Youtube).By means of this, Giorgio Armani outperforms his competitors, bringing his competitive advantage to a new level. Armani, is that what one wants to wear the oh so traditional, new trend. Overall recommendations When analyzing the world of Giorgio Armani, it seems nearly useless to give recommendation to the company, as he has been successfully managing the company, in all areas, since years. Anyhow, there are smaller areas where he could make some improvements. Even though Giorgio Armani is a luxurious brand, the brand could offer accessories slightly cheaper such as scarves, since these prices start from 248 =200,29? Exchange rate on the 13. 12. 2012) Armani Website in order to make it practicable for customers who desire the brand to make a purchase on a good which they could wear on a cursory basis. This would increase even greater brand recognition and higher customer satisfaction, even for those who cant afford Giorgio Armani itself. It makes them feel to be a small part of the world of Armani. Regarding the failure of interacting the social trend of going green and being socially active in 2009 where Armani presented fur in his catwalk, after making great announcements to PETA.To get rid of his negative image, and create a more valuable relationship to celebrities, he could get involved in social activities. Due to his great relations to celebrities, he might use these, to get those who are highly involved w ith PETA, such as Katie Holmes, to change his image. Appendix 1. 1 (PETA, 2008) Bibliography Articles Fleuranvil, Fabiola. Fashion Marketing Planning. Ezine Articles. SparkNET, 11 July 2009. Web. 13 Dec. 2012. <http//ezinearticles. com/? Fashion-Marketing-Planning& angstromereid=2596902>. Modeopfer. Modelabel Giorgio Armani. Modeopfer 110. N. p. , 15 May 2012. Web. 13 Dec. 2012. <http//www. modeopfer110. de/mode/labels/giorgio-armani. hypertext mark-up language>. Books McKelvey, Kathryn, and Janine Munslow. Fashion Forecasting. Chichester, U. K. Wiley-Blackwell, 2008. Print. Images * Google. Google. N. p. , n. d. Web. 13 Dec. 2012. * http//image. rakuten. co. jp/playerz/ console table/ax/img55589066. jpg * http//www. citypictures1. com/Tokyo-Pictures/Tokyo-Night-483-588-picture. htm * http//www. google. de/search? ource=ig& ampererlz=1G1SVED_DEDE394&q=logo+armani+jeanshl=de&tbo=d&rlz=1G1SVED_DEDE394&sclient=psy-ab&q=logo+armani+collezioni&o q=logo+armani+colle&gs_l=serp. 1. 0. 0i30j0i8i30l3. 2513. 15980. 0. 17458. 17. 17. 0. 0. 0. 0. 395. 4859. 2-13j4. 17. 0 0. 0 1c. 1. d2_ergZZgEg&pbx=1&bav=on. 2,or. r_gc. r_pw. r_qf. &fp=6d03cd0ad1005791&bpcl=38897761&biw=1366&bih=667 * http//www. italiadesignerbrands. com/ekmps/shops/annajones198/resources/Design/aj-armani-jeans-logo-56aa0ab37e-seeklogo-com-1-20120718143314-8b93d953. gif * http//www. outlet-cities. e/uploads/pics/armani-logo. jpg force Release * FASHION LEGEND GIORGIO ARMANI ON CNNS TALK ASIA Press Releases Turner Asia. FASHION LEGEND GIORGIO ARMANI ON CNNS TALK ASIA Press Releases Turner Asia. N. p. , n. d. Web. 13 Dec. 2012. * Armani SpA, Giorgio. 2009 Annual Report. Giorgio Armani Press Release. 2010 Giorgio Armani SpA. Via Borgonuovo 11, Milano. Printed in Italy, 2010. Web. 13 Dec. 2012. <http//www. giorgioarmani. com/pressRelease/pressDownload? prid=95&year=2009&language=ENion=FI>. Websites * 2011 Esc Pau Armani Fin al Ppt. 2011 Esc Pau Armani Final Ppt. N. p. , n. d. Web. 13 Dec. 2012. * Armani. com Online enclose Autumn-Winter Collection 2012-13. Armani. com-Online Store. N. p. , n. d. Web. 13 Dec. 2012. http//www. armani. com/gb. * ELLE a? Home Fashion, Kollektionen, Models, Designer, Mode, Style, Trends. ELLE a? Home. N. p. , n. d. Web. 13 Dec. 2012. * Fashion News, Latest Trends, Catwalk Photos & Designers (Vogue. com UK). Vogue UK. N. p. , n. d. Web. 13 Dec. 2012. * Mode, Trends, Beauty Und People VOGUE. VOGUE. N. p. , n. d. Web. 13 Dec. 012. * anoint Rich. ELLE. N. p. , n. d. Web. 13 Dec. 2012. http//www. elle. com/. * Peta. de. Pinocchio Armani. N. p. , n. d. Web. 13 Dec. 2012. http//www. peta. de/web/pinocchioarmani. 1842. html. Youtube * James Bond 007 Skyfall International Trailer (2012) Gewinnspiel. YouTube. YouTube, 31 July 2012. Web. 13 Dec. 2012. <http//www. youtube. com/watch? v=tveYIIM1qf8>. &8212&8212&8212&8212&8212&8212&8212&8212&8212&8212&821 2&8212&8212&8212 1 . This research is based on my experiences of the internship I took part during Summer 2012 in London.