Fashion Assignment - Armani Essay Example | Topics and Well Written Essays - 1000 words

Fashion Assignment - Armani - Essay Example The essay "Fashion Assignment - Armani" concerns Giorgio Armani's fashion. To best understand the brand design architecture of Giorgio Armani, we fist need to create an understanding of the environment in which it operates. Armani has diversified into many brand facets, adding more levels to its brands pyramid, with the original Giorgio Armani still at the apex. This shows the pride which it wishes to create for its parent brand, while forwarding its legacy down to the following brands. The setting up of standards is very crucial for Armani, as whenever, a new brand is launched, it is overseen to be aligned with the set standards of the parent brand itself. Giorgio Armani (at the top of the grid) is a very successful and elite corporate brand with a sole proprietorship; being the first in line showcasing the exquisite collection of couture gowns and suits to match the new fashion trends, targeting the segment of the elite class groups between the age of 35 – 50 with a high ran ge of prices and superior quality. While targeting the elite class, the line of Armani brands has made sure to target the upper middle class as well. The Armani Collizioni, caters to the segment of customers who love Armani as a brand but cannot afford the originally luxurious Armani and so Collizioni incorporates lower prices than that of its parent brand with a little simpler designs in order to sell to this segment of population. Similarly, Armani exchange caters to a very different and casual market grouping with realistic prices., unlike their couture lines. It is for the general public to take pride in wearing Armani and to create an association with the parent brand. Armani exchange is the most affordable and accessible brand in the Armani chain of stores. To be noted here, is Armani’s way of targeting each and every segment in the market while also not decreasing the perceived value and luxurious image of the brand. Each and every segment is targeted with a new name a long with the originally created legacy of its parent Brand (Magnoni & Roux, 2011). Going totally diverse from its initial offerings, Armani features a furniture line named as Armani Casa which entails the alluring Armani pride while offering high-end home decor; magnificently designed furniture, lamps, linens and fine dining essentials. In contrast to its other brands, Casa has only 40 stores worldwide which shows their lack of focus towards their range of furnishings. However, to make its furniture line more exclusive, all Armani hotels and Cafe’s are furnished with its own brand Casa (Giorgioarmani.com, 2012). Armani emphasizes greatly on its logo and towards creating its brand image, this is exceptionally evident through its efforts of framing the brand luxury and stressing on the brand name in all its sub brands. For clothing Armani has made sure to cover all market segments with naming its stores differently, however, the parent brand still has been associated with the new store names (Tungate, 2008). Brand Architecture The brand architecture of Armani communicates its marketing philosophy. The way Armani caters to all market segments is by highlighting the uniqueness of the brand itself and through appealing to different population segments based on their personalities (Magnoni &