What Can Armani'S Secondary Line Bring?

According to a survey by Bain consulting firm, the market value of luxury goods in 1995 was 77 billion euros, and its market value increased to 170 billion euros before the financial crisis in 2007. Soon, the value reached 200 billion euros.

There are two reasons for such rapid growth: the expansion of product supply and the increase of brand stores.

There are two forms of the former, one is the development of the sub line brand, the other is the extension product area.

This is it.

In doing things, these various kinds of collateral lines have made their market value grow rapidly.

Different sub lines for different groups of people, their income is different, style is different, the demand for consumer goods is also different; and downstream secondary lines, such as cosmetics, glasses, etc., then a lot of demand for lower prices, the dream of luxury goods dream of the group.

The sub line is clearly divided and effectively occupied the market segments.

Industrialization has led to a reduction in the cost of sub lines, but the designer's aura has made the price of products not too low, resulting in high profits: around 75%.

Although the birth of the sub line can bring high profits to Armani group, such a pattern often comes with corresponding risks, such as reducing brand value, losing core customers, blurring brand positioning and losing brand reputation.

But why didn't the secondary line smash the brand of Armani?

That's because Armani has consolidated its position in developing the sub line.

What we see is that Armani's low-end sub line and the line between the main line and the high determination are distinct, each has a different marketing network, making the consumer groups independent and non aggression.

On the price, it also keeps the distance from the general brand, even the lowest price sub line Armani Exchange.

It is still about twice as fast as the fast fashion brand.

But these did not allow Armani to consolidate its luxury status, so in 2005, it launched a high customization line to cap Pyramid and consolidate its brand positioning.

Both in Pyramid.

There are also a series of sub lines that are twice as large as the general brands. Two areas have received very good feedback, and the dynasty has consolidated.

But Armani can't satisfy these needs. It also wants to pass on and convey luxurious lifestyles.

Such development can show the designer's personality and brand connotation from different angles of the product, to a certain extent, it is a complete experience of brand spirit.

For example, Armani furniture, in addition to furniture finished products, the brand also provides the design of personal space; the Amani Residence Hotel itself is a kind of expression close to art, even cafes, restaurants, floral art, is a part of the designer who hopes to create achievements that are pervasive and fully relevant.