Giorgio Armani Fashion Brand Essay Example | Topics and Well Written Essays - 1500 words

Giorgio Armani Fashion Brand - Essay Example The Company has been named after the designer, Giorgio Armani who happens to be its founder. The success gained by Armani since its establishment in 1975 reflects in the fact that in only about 3.5 decades, the Company has over 300 stores in 36 different countries of the world with a net worth of more than 3 billion Euros (Blue X Clothing, 2011). Despite the fact that Armani accessories are extremely popular among the elite, it has little customers from the lower and lower-middle class background. This paper aims at identifying a trend employing which, Armani can increase the sale of its accessories among the people from lower and lower-middle class background. An understanding of the Armani’s Brand Values and Image: The weight of brand values maintained by Armani can be estimated from the fact that they are based on the innovative designs and charismatic persona of the founder of Armani and Giorgio Armani has been recently entitled as the â€Å"most successful designer† of the world (Blue X Clothing, 2011). ... ope, Frank Martell made a speech in which he expressed his views about the brand value of Armani in these words: Giorgio Armani and Gucci topped ACNielsen’s Global ‘Most Coveted Fashion Brands’ ranking by scoring consistently high responses from online consumers in every part of the world - a remarkable testament to the power and universal appeal of these two luxury fashion brands †¦ Regardless of where they live, when consumers in Italy, China or UAE purchase a Gucci bag or a Giorgio Armani suit they are prepared to pay a premium because they are buying the image the brand represents. In Armani’s case, consumers know they are getting quality, sophistication and style – timeless values with global appeal. (Frank Martell cited in ACNielsen, 2006). The Armani Brand covers a total of five lines of luxury clothing with their own unique accessories including watches and colognes. The main collection of this Brand is the signature Giorgio Armani line which produces accessories for people aged between 35 and 50 years. Armani is the most profligate brand with respect to cost. It primarily caters for the needs of those people that want to buy gowns and outfits like the ones worn by the artists and celebrities of Hollywood when they walk on the red carpet. The largest of all Armani lines is Emporio Armani which produces accessories for young professionals that are somewhere from 25 to 35 years of age. Of all the lines of Armani, this one is the most popular among Armani’s clients. Accessories from the Emporio Armani line are accessible both online and at high end department stores. Needs of the high end clients are addressed by the Armani Collezioni. It includes such accessories as slim fitting outfits and handmade jumpers which are sold in extravagant Armani