Okonkwo Prelims

The Armani brand extension strategy has also been emulated by other
brands. Louis Vuitton and Dior for example have introduced demin and sports
accessories collections, although these are not sold under a sub-brand name.
Burberry has also extended its brand, à laArmani.
The Armani brand-extension model is represented in Figure 10.2.

Marketing strategy

The Armani fashion empire currently employs 4,800 people worldwide, owns
13 factories and has 300 outlets in several countries. This feat was not
achieved by accident but through carefully developed business strategies and
models that have been effectively implemented. The following is a summary
of the main elements of the Armani marketing strategy:

• Product The Armani product range is developed under different sub-
  brand categories to fit with the market requirements and to address differ-
  ent segments of the luxury consumer market. The products however have
  a single unifying factor in the elements of its development. The same high
  level of skill, precision, craftsmanship and quality materials is applied in
  the development of each product, whether it is denim-based, a lamp or a
  pair of shoes.

chapter 10 283

case illustrations

The man

Giorgio

Armani

Giorgio

Armani

Emporio

Armani

Armani

Casa

Armani

Junior

Armani

Collezioni

Armani

jeans

Armani

exchange

The parent brand,

Armani

Figure 10.2 The Armani brand extension model