Armani Has Always Adhered To "Fashion Philosophy" In China For Ten Years.

Not long ago, to celebrate Armani

Entering China 10th anniversary, in the 798 Art District of Beijing, "New Tank", Giorgio Armani is only tonight - Beijing fashion show held in a grand fashion, focusing on the global fashion world in the East, including 5 series of Emporio Armani, Giorgio Armani, Armani Prive and so on.

What does it mean in ten years? Maybe it is just a drop in the ocean in the long history. In this age of flying, all views and expressions are accelerating depreciation.

As a model of luxury brands in Italy, Armani has been following its own "fashion philosophy" since its entry into China in 2002. It is progresses instead of reform. It has a clear and clear direction and never blindly follows the short trend. It carries out its own aesthetic concepts from beginning to end, while preserving its personal style while exploring innovative ideas.

At the same time, we should use various Oriental elements to create different Chinese Armani, and extend the concept of "wearing Armani" from clothing to diversified fields such as skin care, make-up and perfume.

Especially after the entry of Armani cosmetics in China in 2008, the repurchase rate of star foundation products even reached 90%, which exceeded the proportion of 75% in the world.

You know, China's land, one billion and four hundred million population size, annual GDP growth rate of more than 8%, basically attracted all the world or luxury or parity, or fast or slow brand.

Today, as the European and American economies continue to slide, Giorgio Armani is one of the many luxury companies that rely on China to achieve growth prospects and has been in China for ten consecutive years.

Share continues to grow.

And the key to its success in China is to grasp the core of its consumer groups: those who are successful in the middle and upper reaches of the income market.

It is in order to get close to this middle-aged class that Armani will deliberately highlight its design classics and business stability.

Therefore, the profile of clothing varies little every year, but there are some differences in details.

Therefore, people who are often chased by fashion are rated "low fashion".

In fact, Armani is a "classic" brand rather than a "fashion leader" advertised by Chinese media.

Although Giorgio Armani has long been chasing Chinese luxury consumers, with the increasing demand for men's clothing in China, large luxury conglomerates such as LVMH and PPR have begun to accelerate investment in this field, hoping to seize market share in time.

Following last year's 36% gain in the Chinese market, Giorgio Armani also began to win the hearts of the Chinese middle class. It plans to add 80 to 100 stores in mainland China in the next three years, and further to China's small and medium-sized cities.

So that the growth of luxury goods industry may continue to slow down.

There is no doubt that Armani is delineated.

Grade fashion brands.

The move to a large number of new stores is not a good idea in my opinion.

Because before entering the Chinese mainland market, Armani had conducted a large-scale market survey, and found that the brand only had a higher awareness among young people.

As a high-end brand to maintain the positioning of luxury goods, will not be diluted by the low price product line, it must win the support of the high-income class.

And the most important group of these high-income customers is middle-aged people. Only their support can maintain a solid position of luxury.

To achieve this high income, young people are unable to achieve.

It is hard to imagine whether a brand supported by young people can continue its extravagant position.

At the same time, Giorgio Armani's store service has also been criticized. Shopping guide is like a high above host. Customers don't take part in the shop, and their clothes are looked up and down by the salesperson's eyes. When they ask the price, they reply disdainfully. They can't escape behind the shop and discuss behind them. So the service attitude of "soft discrimination" can't help asking, is it necessary to sell hue to buy goods?

Ten years of time, all kinds of personas.

The stage gradually came on, and after the hustle, it was calm and unknown.

In the past ten years, Giorgio Armani has completed a gorgeous reversal in China and developed towards a longer term goal. We just hope that he can put the passionate aesthetic philosophy into practice, because there are countless ten years in the future.