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Brand Research and Analysis of Giorgio Armani - Report

   

Added on  2020-05-28

10 Pages1899 Words402 Views
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1. BRAND OVERVIEWWhat is the brand’s owner?Giorgio Armani is the brand owner if the Armani which was founded in 1975. He was born inItaly on 11th July, 1934 and pursued his career in designing. He is known as the pioneer of redcarpet fashion.What is the brand’s inventory?Armani serves in varieties of products which includes watches, perfumes, shoes, leather goods,apparels, cosmetics, glasses, accessories and interiors for home as well.What is the brand’s history?Armani is a private company headquartered in Milan, Italy serving across the globe. Armaniwas founded in 1975 and it serves the millions of customers in maintaining their prestigiousimage in the fashion industry (Merlo, 2011).What is the brand’s promise?The brand basically focuses on three aspects i.e. class, quality and exclusivity (Martin roll,2016). Armani also focuses on “affordable luxury” concept. “Quality standards” is one of theimportant factor the brand promises to their customers (Ghuwalewala, 2014).
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What is the brand’s story?The brand Armani was put under the famous designer “Giorgio Armani”. In 1964, he started hiscareer in fashion industry as a window dresser and learnt the depth knowledge about the fabricand materials. But then he left the company and started his own business in 1975. Today,Armani has become one of the most respected and reputed brand in fashion industry whichhighlights the luxury aspect of an individual (Stanford, 2014).List five human “brand personality” traits that describe how the brand is viewed in the market. BRAND PERSONALITY TRAITS1The first brand personality trait is” luxury” as the brand Armani itself denotes the view ofluxury and happiness in the minds of customers.2The second trait is “Relationship” which includes trust, quality and value of the product andArmani genuinely fulfills these factors.3The third trait is “personality” which comprises od confident, mature and stylish nature of ahuman. Armani is the brand which suits the person with a great personality.4The fourth trait is “self-image” which contain the uniqueness and fashionable features in itand when it comes to the brand Armani, it reflects the word “unique”. 5The fifth trait is “iconic” because it is one of the elite brand in the society which isaffordable by the luxury segments of people and also reflects the success.
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2. BRAND POSITIONWhat are the products/services offered under this brand? Armani offers a huge variety of products and services. The products offered under this brand areshoes, bags, accessories, perfumes, apparels, glasses, watches, cosmetics, home interiors andleather products as well. Moreover, all the sections are gain subdivided into different categoriesaccording to age group, gender and preferences (Nordstrom, 2018).What are the brand sub names, logos, symbols, characters, slogans, jingles, packaging, etc. (Usevisuals only for logos, symbols, etc.)Giorgio Armani, Emporio Armani, Armani Collezioni, Armani Jeans, Armani Exchange,Armani Junior, Armani/Casa, Armani/Dolci, Armani/Fiori, Armani/Hotels are the sub names ofthe brand Armani (Ishihara,2017).“The difference between the style and fashion is quality” and “It’s all about good taste” are thefamous quotes said by Giorgio Armani.Armani offers a luxury packaging of the products within the box and the brand name mentionedover it.
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