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Fashion Assignment - Armani - Essay Example

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Masters
Author : dustylarkin
Essay
Marketing
Pages 4 (1004 words)

Summary

The essay analyzes Giorgio Armani's fashion. Giorgio Armani is a very famous fashion house (founded1975) by an Italian designer Giorgio Armani. It has always communicated value, luxury and quality with an intricate design to match the needs of its target market. …

Extract of sample
Fashion Assignment - Armani

The essay "Fashion Assignment - Armani" concerns Giorgio Armani's fashion. To best understand the brand design architecture of Giorgio Armani, we fist need to create an understanding of the environment in which it operates. Armani has diversified into many brand facets, adding more levels to its brands pyramid, with the original Giorgio Armani still at the apex. This shows the pride which it wishes to create for its parent brand, while forwarding its legacy down to the following brands. The setting up of standards is very crucial for Armani, as whenever, a new brand is launched, it is overseen to be aligned with the set standards of the parent brand itself. Giorgio Armani (at the top of the grid) is a very successful and elite corporate brand with a sole proprietorship; being the first in line showcasing the exquisite collection of couture gowns and suits to match the new fashion trends, targeting the segment of the elite class groups between the age of 35 – 50 with a high range of prices and superior quality. While targeting the elite class, the line of Armani brands has made sure to target the upper middle class as well. The Armani Collizioni, caters to the segment of customers who love Armani as a brand but cannot afford the originally luxurious Armani and so Collizioni incorporates lower prices than that of its parent brand with a little simpler designs in order to sell to this segment of population. Similarly, Armani exchange caters to a very different and casual market grouping with realistic prices. ...
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