Why Did The Cheap Accessory Line Not Destroy Armani?

The brand strategy model of the group is Pyramid type.

Although the birth of the sub line can bring high profits to Armani group, such a pattern often comes with corresponding risks, such as reducing the brand value, losing core customers, blurring the brand positioning, abusing authorization and losing the brand reputation, and ultimately become a non recognition member in the market.

Why on earth can Armani avoid such risks and make its group more flexible in every class of consumers?

Each sub line will serve different groups of people, have different competitors, occupy different heights in Pyramid, and have different output accordingly.

The whole Pyramid takes the designer as the core, representing the different levels of the designer's mind and soul respectively. The highly unified design style benefits from the pure broken design.

The management scale and relative fixation can ensure the consistency of products and ensure the continuity of user experience.

Those Armani did the right thing:

1. a highly stable and less hierarchical management group has inherent consistency in brand interpretation.

There are 200 private ownership, and the design level is highly autonomous. Brand strategy does not need to be influenced by the decisions of major shareholders.

3. there is a clear demarcation line between the low end secondary line and the mainline, and each has different marketing networks, so that the consumer groups are independent and non aggressive.

4. even if

The lowest sub line Armani Exchange is still twice as high as the fast fashion brand.

Fast fashion brands are the bottom line for luxury development.

5.Armani Emporio is a very special sub line for brand. Not only is it the only sub line that goes with the main line to the T stage of fashion week. Every time we enter the fresh market, we will first settle down with the mainline. Only these two lines get better sales, will the other sub brands be launched one after another.

In the 6.2005 year, the advanced custom line was launched to cap Pyramid and consolidate the luxury positioning of the brand.

7. Armani does not pretend to be a fashion art. He pursues practical, comfortable and simple clothes.

With the cancellation of the majority of luxury brands, Armani is still able to add bricks and mortar to Pyramid, which is largely related to the development history of the brand.

In the age of brand, when the brand was quite young, it caught up with the 80s Italy brand rise, and soon launched another sub line brand. These sub cards grew along with the main line and had their own unique personality. Giorgio Armani's famous "autocratic" management style also largely guaranteed the unity of the group.

Armani's hotels, restaurants, book bars, cafes, homes, and chocolate and floral art can be collectively referred to as lifestyle consumption.

But for luxury goods, lifestyle is not a good word.

It sounds like the words that are fleeting and fast consuming, which are not compatible with the eternity and classics behind the luxury brand.

The two words of "luxury" represent the value beyond the product itself and the expression of the personality and identity of consumers.

The experience of sensual pleasure represented by luxury brands also spawned the development of life style cross-border extension.

Such development is not entirely a bad thing.

From the different angles of the product to show the designer's personality and brand connotation, to a certain extent, is a complete experience of brand spirit.

For example, Armani furniture, in addition to furniture finished products, the brand also provides the design of personal space; the Amani Residence Hotel itself is a kind of expression close to art, even cafes, restaurants, floral art, is a part of the designer who hopes to create achievements that are pervasive and fully relevant.