Armani Is On The Second Line. The Brand Is Always "Pleasantly Surprised".

The 2015 year is the fortieth anniversary of Armani group, which is very special.

It is quite young to compare with those old luxury goods for more than 100 years.

However, Pian has continued to show a lot in expanding his brand layout.

In early 2015, Giorgio Armani announced that it was about to launch a new female accessory line "New Normal".

He said that the new sub line will extract a new classic from the past classics, which is a renovation based on the original style and style.

The details have not yet been revealed, and we are not sure when "New Normal" will come out.

But it is worth noting that before the listing of the new women's wear line, Armani group has a total of seven clothing lines including Gao Ding, as well as licensed products, such as cosmetics, hotels, restaurants, homes, and so on. There are no less than 8 lifestyle lines.

These sub line prices range from several hundred to hundreds of thousands, occupying 70% of Armani group's sales. Among them, the sales of Emporio Armani accounted for 26% of the total value. Compared to the main line Giorgio Armani accounts for 30% of sales, the abundant auxiliary line has become an integral part of Armani group.

First-class

The result is that the secondary line seems to be somewhat overwhelming.

Relative luxury, it seems to be too cheap to seize the broad market across the consumption level.

Apart from the name of Giorgio Armani designers, these low-end sub lines are not different from those of ordinary low-end brands.

Even last year, Giorgio Armani also told the media that it would develop its subordinate line Armani Exchange into a fast fashion brand in the future.

Think of the brand with the name of Armani.

Competition is bound to be a bit of a violation: does Armani really fail to smash its own brand?

From this point of view, Armani can also be considered as one.

Brand? How can it guarantee its positioning as a luxury brand without being affected by the large number of sub line brands and extended products?

What did Armani do in the past forty years?

Giorgio Armani is 81 years old and has been engaged in the fashion industry for more than fifty years.

When he was young, he was very interested in medicine and photography. Maybe it was because of the influence of army life that he chose a completely new career path.

From the shopping guide to the men's designer of Cerruti, and then to the establishment of his own brand with ten thousand dollars, Armani seems quite talented.

The Armani company, founded in 1975, soon created the first decisive moment: Armani unveiled the men's coat that removed the lining and shoulder pads, and changed the hard line before. The coat looked loose and soft.

Three months later, without persuasion from her sister, she introduced the female professional attire, which is a famous power suit in history.

At that time, Italy was experiencing a nationwide feminist movement. Women took off their ladies' clothes, put on Afghan jackets, and made women's suits made of men's coats.

By 80s, Armani was inspired by the 40s Hollywood, adding thick shoulder pads and elegant Lapel for the right suit.