Giorgio Armani Brand Essay Example | Topics and Well Written Essays - 1500 words

Giorgio Armani Brand - Essay Example According to the paper the brand’s marketing strategy has been effective, as it has been marketed to emerging markets like China, where there is a strong uptake for premium, luxury fashion products. This paper will discuss the brand architecture of Giorgio Armani, and present a brand extension model. Detailed findings SWOT Analysis for Giorgio Armani Strengths The brand’s personality-based and uniquely designed products, which are among the best, globally The brand’s unique design, which helps differentiate it from competitors The characteristic feature of the clothes and apparel, which are hand stitched compared to the ordinary machine-stitched products The brand’s presence among international sports players and teams These areas identify the policies and the formulas employed for the brand which gives it an edge in brand positioning and recognition. Giorgio Armani has a ready-to-wear and a couture line, which increases their presence among average income consumers. From this study it is clear that weaknesses of Brand PETA activists do not support the outlook of the brand, which resulted in the development of a negative image The brand’s limited global market presence, compared to other global apparel brands Opportunity of Brand The brand’s coverage can be extended to cover the bottom of the market pyramid A larger part of the workforce is young, which increases their capacity to explore and design attractive and powerful products The brand’s ability to expand globally and to penetrate through tie-ups and the launch of new brand stores globally Threats The brand’s dominant coverage of a small upper-premium class market segment The brands slow uptake in picking up on life style brand The brand’s duplicity: fake products of the brand are traded at very low prices, in the lower market segments Giorgio Armani’s brand position Unlike the usual branding processes employed by entrepreneurs in the c onsumer products industry, the fashion and luxury branding of Giorgio Armani is highly personality-based and unique. The designs of the brand are founded on the founder’s personality. This is evident from the critical role of design in the fashion and luxury apparel positioning of the brand. The personal style of Giorgio Armani is crucial in the development and the marketing of the brand. The designer’s style is grounded on product differentiation, which is communicated in a tangible and visual manner. Brand’s Target Audience The target audience of the Giorgio Armani brand includes men and women. The products offered within the different lines for men include shoes, clothes, watches, eyewear, fragrances and home furnishings. The products offered to female consumers include shoes, clothing, bags, eyewear, cosmetics and home furnishings.