Armani'S Lax Management Or Risk Is Frequent.

Armani, according to the way of naming the new brand, is different from the previous Giorgio Armani. It makes a distinction between the original brand and the sub brand cluster. It is more like creating another luxury brand Giorgio Armani.

The depreciation of the value of Armani's main brand is hard to make any changes. It is a simpler way to create a new brand instead.

Infiltrating hotels, homes, luxury homes and other cross-border fields, Armani group can not be called a luxury group, more like a big lifestyle brand group.

Under diversification, its main consumer group is no longer a luxury consumer group.

Zhou Ting believes that diversification strategy has been beneficial to the brand, although the core value has been damaged, but the multi domain and multi brand operation really helps Armani group achieve outstanding growth performance in the low luxury environment.

"From this point of view, Armani is not much like a luxury person, but a typical businessman."

In March, the Shanghai inspection and Quarantine Bureau focused on the destruction of over 6.9 pieces of unqualified imported garments with a total value of US $550 thousand during the 3 months' special operation on the import and export of consumer goods.

Among them, Armani group's flagship young leisure sub line brand EA is on the list.

The price of EA is 0.1-1 yuan, the price of short sleeved T-shirt is close to 1000 yuan, and the top grade suits are more than ten thousand yuan.

Armani group's main brand Giorgio Armani store staff revealed that the entire EA in Beijing is agents doing, and high-end Giorgio Armani is not in a system of production and sales.

But Sanlitun Taigu Li EA shop assistant said, the sub card is the same as the Giorgio Armani production system, but Armani Collezioni and other deputy cards are agents do.

The Emporio Armani clerk of the Huamao Center said that only Beijing Sanlitun Taigu and Huamao Center store were the direct outlets of the brand. The rest of the stores were opened by agents, and the "regular" shops authorized by the brand in China now include only three places in Beijing, Shanghai and Shenyang.

The source of the agent store should also be from the wholesale products of Armani group. Theoretically, there should be no quality problem, but it is suggested to buy in the "regular" shop.

Huamao center staff said.

Yang Dayun, President of China fashion brand management and President of UTA excellent international fashion management group, revealed that Armani group, apart from its main brand Giorgio Armani, is mainly produced in Italy, and its subordinate line brands are produced in China, Southeast Asian countries and the three world countries.

Far from it.

"But it can not be entirely attributed to the processing land and factories. Some brands even though they are processed in Asian factories, there are no similar problems in the system improvement, so Armani brand is right.

The strict management is not well managed.

An insider, who declined to be named, revealed that

When there is a shortage of goods, there is a problem of private ordering in luxury goods agents.

That is, according to the number of orders ordered by the brand, an additional 1: 1 distribution is required. If the contract is to produce 500 pieces, the agency will produce 1000 pieces to earn more profits.

"Some luxury goods excessive distribution is the behavior of brand executives involved."

According to the industry, textile processing circles are very small, factories and raw materials suppliers are familiar with each other, and private distribution is very easy, but the extra distribution of clothing is not formally encoded, which is also the reason for some regular stores to expose fake goods.

Zhou Ting, President of the Institute of wealth and quality research, said there must be a certain degree of competition between low cost and high quality. Unstable quality will accelerate some high-end consumers to escape from the brand.

At the same time, too many complex sub line brands will confuse the unknown consumers with the main and secondary brands and question the main brands.