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Business Management

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Brand Integrated Communication Strategy
-Giorgio Armani Group

Ying-eva XU Marketing Management

Content Table

1 Brand History and Philosophy * Introduction of Giorgio Armani Group * Major events on timeline

2 Customer perception of brand extension 3 Communication and advertising channel * Traditional and non-traditional * Different brand message delivery

4 Evaluation and allocation of brand communication

Brand History
Founded in 1975 by Giorgio Armani is an Italian luxury brand fashion house well known by high-end apparels. Since its launch, Armani explored to target numerous of customers by creating Varity of product lines and category extensions. Meanwhile, this brand still holds its core values in the industry of lux by standing out by its sophistication. The Giorgio Armani sense of style features an elegance that the wealthy and high society nobles find appealing. It also has the great loyalty from America, far east (China, Japan) and even Middle Eastern all enjoy dressing with Armani Brand Couture. Giorgio Armani who has not gone public with his company holds the entire empire privately.

Major Events
1975 – Armani and Serigo Calcotties establish Giorgio Armani S.P.A
1979- Armani established in the Unite States
1980- American Gigolo brings Armani fashions to the big screen
1989- Armani begins acquiring control of its factory as part of its strategy to maintain control over product quality and distribution
2000- Launch of armani cosmetics and Armani Casa home interiors collections. Establishment of joint venture with Zegna Group for Armani collectioni men’s line
2002- worldwide expansion begins in Asia
2005- Launch of Armani Privé to compete with global fashion house in the intense luxury segments
2006- Develop hotels industry and build real estate business
2014- Operating profit (EBIT) rose 18 percent from 2013 to 401 millions euros and had the available cash of 700 millions euros at the end of year.

Customer perception of brand extention lines
The Armani brand developed its personality on the model of founder itself. There is important to remain fashion influence continuity on the perspective of customers. The blueprint of designers should be shown around from ready to wear to accessories to avoid any deviation. These sub-brands help Giorgio Armani to target each segmentation of customers in different product category.
First line is Giorgio Armani that features genuine Armani suits for men and evening dress for women.
Second line is Armani Collezioni that bellows ultimate lines for people who want to wear Armani suits but are not able to pay the premium price.
Third line is Emporio Armani for younger professionals who are age rank of 25-35. That is expected to later move up to the upper price range as they become older.
The bottom lines are Armani jeans and Armani Exchange. These apparel lines are the lowest price in Armani group and latest trend for much younger people. Again it’s expected as this group growing up and become more able to reach higher level of Armani brands.

The principle is through pricing and buying experiences, Armani aims to target different consumer segments that allows consumers with varying income to purchase the brand.

Communication and Advertising channel
Traditional
- Celebrity Advertising
By taking advantage of yearly event which view celebrities dressing at the academy awards to gaze at stunning beauties, hundreds of articles and photos are written and taken to report on what each start wore and how they wore it. The advertising strategy is very clear and let the celebrities sell product through media. To go further and build more linked image, Armani design original haute couture for the most prominent actors and actress in the movie.

- Central control for advertising strategy setting up
Devised by its headquarters in Milan, Armani has the central control for hiring art directors and photographers to create the imagery. As what they stand on is that advertising agencies has no sense of fashion culture.
- Store location and staff training strategy to help segmentation
The group stands apart from the traditional purpose to preserve margins “Made in Italy” and is scrapping for business at all levels- from top to bottom of world. But help to customers not distract from these extension lines, store locations have been picked up strategically. Giorgio Armani and Emporio Armani sit alongside in center of city, staffed by finely tailored and attentive employees who are trained to explain the cut of the clothing. By contrast, Armani exchange located in tourist zone with pop music and employees do not serve around by personal shopping suggestion. The two differences tailored service for each segmented customers who either enjoy brand value or chase up latest trend for free.

Non-traditional
- New digital platform
As social media grooming, Armani made its attempt to have more space by creating profile on a digital platform- “Armani tweet talks”. This platform helps Armani to make buzz by generating discussion and interactive content. The campaign platform centered on a series of Q&A questions with industry-insiders. Eventually, it ups Armani’s digital ant and generate a lot of press coverage. * Launching a social media package for event memory
By the year of 40th anniversary, to celebrate the achievement, the new website will post a tribute everyday in the next 40 days to mark Armani four decades in the fashion industry. In the same time, other social media platform will also be running a series of activations by inviting customers to share experience with this iconic fashion house using the hash tag “attribute” * Music Application “Emporio Armani Sounds”
By pairing one of Armani extension line – Emporio Armani- fashion universe, Armani explored an unprecedented platform that combines fashion, music and pop culture in an exciting way. This app features the latest fashion trend and become an important venture for brand since years.
Evaluation and allocation of brand communication
From analysis of Armani’s annual reports, websites and social media, Armani made its attempt to build associations to differentiate Armani From the stiff competition by the tier. The message that brand want to envy is creating associations of “ high-end, elegance, luxury and sophistication”. Meanwhile, there is a large failure for its attempt to create it and customers are confused by each segmentation, which leads to a failure of unique identity Armani. After brand launch more and more advertising on worldwide distribution channel, customers realized overall positioning but fail to understand and abstract meaning that brand wanted to evoke.
Brand extension does not equal brand stretching but there is always a danger of being diluted. Even Armani’s products have been carefully controlled, by laying down the rules, brand still need to remain innovative and reinvent itself.

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