ARMANI Reinventing Brand Pyramid

It was the most influential in twentieth Century.

One of them was born in July 11, 1934 in a small town called Piacenza, forty miles southwest of Milan, Italy. His father set up a pport company, with three children and Armani.

Since his schooldays, Armani has been keen on theatres and films. But for his family's expectations, he chose University of Milan and studied medicine in college.

In 1957, Armani entered La Rinente, a famous boutique chain store in Italy.

He worked as an assistant photographer in the department store and later entered the design office of the company.

During that time, he bought quality products from India, Japan and the United States, and introduced foreign culture to Italy consumers through exhibitions.

In 1964, Armani, who had never been formally trained, designed a men's wear series for Nino Cerruti, the title of father of Italy fashion.

Encouraged by her friend Sergio Galeotti, Armani became a freedom in 1970.

Designers and fashion consultants.

In the fashion world of Italy, he began to emerge. During 1973 and 1974, he was highly praised for his pilot jacket at the Italy fashion show held in the White Hall of Florence's Betty palace.

In 1975, he founded the Giorgio Armani company with Sergio Galeotti, and established the ARMANI trademark. The GIORGIO ARMANI brand was officially born.

In 1981, Armani set up a low price sub brand EMPORIO ARMANI, and opened the first flagship store in China in April 2004 in the Bund, Shanghai, 3.

In his career, Giorgio Armani has won 14 awards including the Nai Marcos prize, the all wool award, the life achievement award, the American International Designers Association Award and the Kuti Shack prize.

Italian minimalism

"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 actually the simplest."

-- Giorgio Armani

Luxurious material and complex production are the essence of high fashion, but Armani is inadvertently displaying it appropriately.

He takes every detail of the design seriously, though the style is simple, but the tailoring and sewing are absolutely exquisite.

In the design concept of Armani, simplicity, purity and clarity are the basic elements. Eliminating redundancy, emphasizing comfort and simplicity are the principles.

He is good at streamlined and minimalist style, and uses the characteristics of new technology and cloth to give full play to the proper nature of materials.

Influenced by American painters Ad Reinhardt (1913-1967) and Mark Rothko, neutral colorless becomes the representative color of ARMANI.

Reinhardt's single color enlightens Armani to express the effect of fashion with the brightness and purity of different colors. He is good at making use of the color to swing with different swings and produces different sensory effects. With different layers of gauze texture clothing, the color of the bottom is compared by the contrast effect. Besides enriching the minimalist vision, it also meets the enjoyment of touch.

Simple suits with perfect neutralization tailoring are applicable at all times and occasions.

ARMANI's accessories include leather goods, shoes, glasses, neckties, scarves, and so on. With exquisite clothing and simple lines, it clearly sets off a simple Italian style dress with an indescribable grace.

{page_break}

From 1973 to 1974, at Armani's clothing publishing conference in Florence, innovative design methods were used to design leather coats, bold shapes and dispose of leather thoroughly, so that leather could be used and collocated just like ordinary fabrics.

The characteristics and application of this subversive material reveal ingenious conception and unique taste.

In 1975, Armani's first fashion conference was successful, and its revolutionary design concept also made a great contribution to Milan's becoming a new fashion capital.

The design of no lining and publicity lines is not restricted to formal and informal casual dress. The natural color of the decorations completely eliminates the hippie style prevailing in the 60s. With simple outline and loose lines, the traditional male's stiff and restrained style is changed, and the crepe style coat is popular.

3 months later, the men's miniature version of women's wear followed suit, using traditional men's fabrics, showing a strong neutral style.

Armani has become the emancipator of another female fashion designer after Paul Poiret and Chanel.

In 1980, the sophisticated ARMANI men and women power suit came out, and power suit became a symbol of the era of international economic prosperity.

This design is inspired by the golden age of Hollywood, characterized by wide shoulders and large lapel.

In 1980, Richard Kiel appeared in a full set of ARMANI power suit in the American dancer.

With the success of the film, ARMANI has impressed many viewers.

In 1982, Armani became the first fashion designer to appear on the cover of time magazine after the Christian Dior in 40s. One of the reasons is that he changed men's and women's views on themselves from their clothes and mentality. Second, his fashion is not just from the practical skills and techniques, but also from the cultural interlacing, the impact of knowledge, the fusion of sex and culture, and his imagination and imagination.

Bill Barras, an American fashion designer, once commented on this Armani and his clothes: "the design of his women's clothes is unique and unassailable. He is the genius of the times."

It is not a clear division between men and women. It is not a strict demarcation between daily wear and evening wear. Armani's style, personality and cultural conflict and communication make him fashionable since 1980s.

Reshaping brand Pyramid

Even if you do not extend your tentacles to the Bund 3, Armani is also a famous name in China.

As a designer, Giorgio Armani is not only a late bloomer, but also plays an important role in the fashion circle at the age of 40, and is still very strong. At the age of more than 70, she is still active in the stage of fashion, trying to achieve the revival of advanced women's clothing.

As the operator's Armani, in addition to developing the brand from about 500 pounds at the beginning of its founding to more than 2 billion US dollars today, it has withstood the test of the acquisition of large groups such as Gucci and LVMH without its listing.

Perhaps in the vogue fashion circles, the designer brand like Armani can survive without foreign aid, which is a miracle in itself.

Perhaps it is because the master of vertical and horizontal design and business field can dance in Italy to become the pioneer of fashion in the world and lead the brand from victory to glory.

{page_break}

In more than 30 years of operation, Armani knows that many brands of clothing companies do not have enough scope to expand their brands. Only by building products from different levels in Pyramid can the brand be plump and powerful.

As the founder of the concept of "diffusion line", also known as sub-brand, leisure wear or jeans wear, Armani launched the EMPORIO ARMANI in 1981 and opened the brand extension atmosphere.

The ARMANI brand includes GIORGIO ARMANI, ARMANI COLLEZIONI, EMPORIO ARMANI, ARMANI JEANS, MANI, A/X A/X, COLLEZIONI and glasses.

The brand extension strategy makes his design style more popular, and at the same time does not lead to a decline in the overall brand value of ARMANI.

"Armani has created an attractive platform for consumers through his consistency and his insistence on his style.

This attraction is based on the understanding of customer needs.

Mike Ullman, former general manager of LVMH company, said.

Among those top executives in the world, entertainment stars, politicians and sports fans, there are many people who are very fond of ARMANI.

Hollywood even got a popular saying: "when you don't know what to wear, it's right to wear ARMANI."

When the GIORGIO ARMANI brand was founded at 30th anniversary, Armani, 71, said, "I am very committed to dress up in all ages, no offense.

I was on the stage 30 years later to show that people believed what I did.