Abstract

Giorgio Armani, one of the most successful designers in the global fashion industry, created a niche for himself with his elegant designs, mostly done in a neutral palette. Although his fashion house, Giorgio Armani SpA, was much smaller than many other fashion houses, it was one of the most profitable. Another distinctive feature of the house was that Armani headed both the creative as well as the business sides, which was not the norm in the industry. The case traces the growth of Armani into a fashion designer of global stature. It analyzes the business policies that the designer followed to make his brand one of the best known and valued brands in the world. It also looks into the distinctive designing style followed by Armani and the factors that contributed to the timeless appeal of the Armani brand. It concludes with a discussion on what the future holds for the House of Armani after the designer exits it.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Growth and extension of a major designer brand, Brand extension strategy, Brand management, Succession planning.

Keywords

Giorgio Armani SpA, Entrepreneurship, Moët Hennessy Louis Vuitton (LVMH), Gucci, Armani Emporio, Christian Dior, Armani Collezioni, L'Oreal, Luxottica, Single Brand Strategy, Yves Saint Laurent, Fashion Industry, Brand Management, Armani Brand and Succession Planning