Armani Gold Principle: Multi Brand Line To Shape Brand Equity

Brand Armani

It owns many brand lines, but it is not like Louis mohon group or GUCCI group. It is a collection of different luxury brands, but it is entirely a self created brand.

Although different brands of Armani are targeted at different consumer groups, they all come from the same style to the name.

It has formed a strong brand family through more than 20 brand lines, making Armani's brand value ranked the ninety-fourth among the top 100 global brands in Interbrand in 2009, reaching 3 billion 300 million dollars.

Giorgio Armani once said: "my design follows three golden principles: one is to remove anything unnecessary; the two is to pay attention to comfort; the three is the most gorgeous thing is the most concise."

Marketing strategy: interaction between brand family and brand equity

Armani now has a compact brand cluster consisting of more than 20 brand lines.

It starts from Giorgio Armani, and when its brand value reaches a certain level, it derives Emporio Armani from different market segments and succeeds. This further improves brand equity, and then releases new brand lines in a timely manner, so as to link up the brand family and brand assets so as to make brand assets keep pace with the times.

Celebrity effect promotes brand image

There is a popular saying in Hollywood: "when you don't know what to wear, it's right to wear Armani."

Since 1980, Armani has started to design costumes for celebrities to attend various high places. He is the first modern fashion designer to recognize the potential of celebrity market.

To this end, he set up an office in Losangeles to rent clothes for celebrities to meet their needs in clothing.

The frequent exposure of designers and stars on various occasions has created a win-win situation.

Armani always chooses to invite the most popular stars as spokesmen.

For example, in 2010, Armani replaced Megan Fox and Beckham with Transformers's heroine, as a new spokesperson for Mpurio Armani's underwear. He also took part in the shooting of another brand, Armani Jeans.

In addition, Armani signed a cooperation agreement with the British Chelsea football club for 3 years.

Fans can also buy copies of new clothes at Emporio Armani store in England.

What's more interesting is that the Ukraine player, Sheva, a former Ukraine advertising endorsement, has invested in a Armani store in her hometown.

Strengthening control through acquisitions

Armani has bought a lot of companies or distributors for its own OEM production.

But the principle of its acquisition is not to acquire other brands.

On the one hand, Armani group realized the control of most production and distribution by cash, on the other hand, it was also helpful to understand the needs of customers through distributors and factories, and also guaranteed the continuation of brand style.

Armani insists on observing the daily sales data from all over the world every day to carry out research and analysis to grasp the market trend.

Strengthen the control of the retail terminal

It is also one of Armani's marketing strategies to actively launch its retail stores and strengthen control over the retail outlets.

Armani brand settled in Italy Milan market in 1974, entered the London market in 1989 and entered the US market in 1991.

In 1998, Armani came to China. In April 2004, Shanghai opened Armani's largest flagship store in China.

By early 2009, Armani group had more than 500 retail outlets in 46 countries around the world.

The group adopts a matrix organizational structure. Each manager is responsible for the leadership of the local market and the superior leaders of the corresponding functional departments of the group headquarters, and reports on the work.

In this way, the headquarters control over the retail terminal is strengthened, so that information can be sent back to headquarters quickly and make corresponding decisions as soon as possible.

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