PRODUCT & BRAND

MANAGEMENT
BRANDING IN APPAREL INDUSTRY

4 PICS 1 WORD..GUESS?

GIORGIO ARMANI

 It is an Italian fashion house

About
Armani

Founded by Giorgio Armani and Sergio Galeotti in

1975.
Headquartered in Milan, Italy.
Armanis brand was valued at over 3 billion euros.
Has over 500 stores all across 37 countries.

CUSTOMER VALUE HIERARCHY

Luxury Brand
Class &
Quality
Exquisite
Craftsmanship
Exclusivity
(one of a kind)
Smart
Clothing

Customization

Performance
Quality

Design
PRODUCT
DIFFERENTIATIO
N

Style

Conformance

Giorgio Armani

Apparel &
Accessories

Fragrances
&
Cosmetics

Armani
Prive

Armani
Beauty

Emporio
Armani

Gio Armani

Armani
Exchange

Armani
Code

Armani
Jeans

EA 7

Armani
Collezioni

Armani
Junior

Confectiona
ry
Armani
Dolci

Flowers

Armani Fiori

Homes

Armani
Casa

Restaurants

Armani
Ristorante

Hotels

Armani
Hotels

PACKAGING AS A DIFFERENTIATOR

Brand Management

Consumer
Target:
Celebrities
High Income
group
Business
Class
VIPs
HENRIs

Customer
Need state:
Desire for
luxury brand
which shows
their status

BRAND
PERSONALITY

Style

Points-ofDesigne
Parity

r Brand

Loyal
Custom
ers

Red
carp
et
wear

Luxury

Support for
fight
against
AIDS in
Africa

Celebrit
y
brandin
g
Multiple
categories

CS
R
Dedicated
to
excellence

Brand
Mantra
Symbol of
Luxury
E
goods
(It speaks
for you)

Points-ofDifference

Own retail
outlets
Pricing
Exclusivit
y
Eco
Friendly

Hand
stitched

SUBSTANTIATO
RS
VISUAL

Elegan
ce

Logo
Continuous
Innovation

Competitive
Product Set:
Other Intl
Designer
Brands, Other
mass brands,
Local
Designers

BRAND POSITIONING

CREATING BRAND IDENTITY

History & Core
Competencies

Brand
Identity
Levers
Stylistic
Identify

Visual
Identity

BUILDING BRAND EQUITY: BRAND LOGO

MARKETING CAMPAIGNS

Print Ads

Fashion shows

Red Carpet

Movies

BRAND ASSOCIATION

BRAND CHALLENGES
Founders Dilemma
Managing Brand Architecture
Maintaining financial independence
Sustaining consistent Brand Personality

THANK YOU!!
Presented By:
Assumpta Pinto | Ritu Sanghavi | Shashank P