Armani - 7 P's of marketing, Slides of Marketing Management

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Fashion Marketing

Management report on:

Armani

Submitted to the subject faculty, Mr. Satya Banerjee

Brand

Overview

 Founded by Giorgio Armani (11 July 1934), an Italian Fashion Designer.  Founded in 24 July 1975 at Milan, Italy.  A luxurious brand selling well designed and expensive products of High Fashion and Prestige.  Designs, Manufactures, Distributes and Retails Haute Couture and Premium accessories.  Deals with a diversified range of Music, Sports and Luxury Hotels. .

Collaborations

with Brands

and Celebrities

Brands  Armani Hotels with Emaar Properties (18 Mar 2005)  Armani Dolci with Venchi (9 Jul 2010)  GA with Reebok (15 Jan 2010) & EA with Reebok (11 Feb 2011 )  Armani Casa with Rubelli & Molteni Group (17Apr 2012)  EA with Genesis Luxury Fashion Pvt. Ltd. (20 Apr 2012)  GA with Bugatti (7 Jul 2016)  GA with Fashion Mame (26 Sep 2017)  Armani Dolci with Guido Gobino (11 Feb 2019)  GA with Ferrari (5 Nov 2019) Celebrities  GA with John Mayer (6 Oct 2004)  GA with David Beckham: Spring/Summer (2008) & Fall/Winter (2009- 10 )  EA with Cristiano Ronaldo & Megan Fox (12 Sep 2010)  EA with Rihanna & Rafael Nadal (13 Sep 2011)  EA with Shawn Mendes (6 Jun 2018)

Social Contributions

Supported

Charity Projects

 21st Century Leaders UNHCR  “Global Fund (RED) whatever it takes”  American Foundation for AIDS Research UNICEF  Aqua for Life  Earth Alliance

5 Pillars of Groups

Sustainability Strategy

 Customers  Supply Chain  Environment  Human Resource  Community

Support to

PETA

 No use of Animal Fur Since 2016 Fall Collections

Manufacturing

Environment Friendly

Vehicles

 Collaborated with FIAT in order to manufacture Electric FIAT 500

Support during

COVID 19

Emergency

 Undertook a series of initiation to support affected communities 1 2 3 4 5

 Armani Casa (home collection)  Armani Beauty (fragrances and cosmetics)  Armani-branded Dolci (confectionery)  Armani-branded Fiori (flowers)  Armani Ristorante (restaurants)  Armani Hotels (hotels) Armani venturing into different product lines, segments & markets. It has extended its business to beauty & lifestyle sectors too. The below mentioned segments are mostly catered to the elites of the society, who wants to experience the exclusiveness and elegance of Armani and are willing to pay for it.

Giorgio Armani Prive  Couture line  2005  Red carpet The Giorgio Armani  Popular amongst the elite of the society  Fashion literate segment  High-end  Uses top-quality materials The signature Giorgio Armani line  High quality  Classic apparel  35 to 50 years age group 02 01 03

Target

Consumer

Age Distribution Style Preferences

Customer

Distribution

Market Segmentation  Giorgio Armani segmentation of brands / consumer / market

Base of

Segmentation

 Geographic Segmentation Armani is an international brand market and segmented its customers on basis of geographical living standards of the high-end customers, giving them a vision of expanding other new lines and their brand.  Demographic Segmentation  Psychographic Segmentation  Behavioral Segmentation  Demographic and psychographic strategies are used by the Italian brand based on the segmentation variables such as age, gender, income, attitude, behavior etc..

P S Y C H O G R A P H I C Life style - Luxury Social status - High D E M O G R A P H I C Age - 35 - 50 Gender - M/F Income - High B E H A V I O U R A L Occasion - Red Carpet Loyalty status - Depends P S Y C H O G R A P H I C Life Style - Upper class Social Status - Middle D E M O G R A P H I C Age - 18 - 32 Gender - M/F Income - Middle B E H A V I O U R A L Occasion - Regular Loyalty status - Depends P S Y C H O G R A P H I C Life Style - Upper class Social Status - Middle D E M O G R A P H I C Age - 18 - 30 Gender - M/F/K Income - Middle B E H A V I O U R A L Occasion - Regular Loyalty status - Depends

Percentage of

respondents believing that

extending a brand also

into categories non-

adjacent to the core brand

has negative impact on

the brand image

Y E S ( 3 9 % ) N O ( 6 1 % ) Luxury characteristics and their level of importance

Points of

Parity

 Building the brand around the designer  Focused on elegance and luxury  Sophisticated Designs  Sticking up to fixed neutral color palettes

Do you think introducing less

expensive products into a

luxury brand would have a

negative impact on the brand

image?

Points of

Difference

 Elegant classic image  Price strategy  Targeting different segments  Brand expansion N O ( 4 0 % ) Y E S ( 6 0 % )

Product Price Place Promotion Target Market Process Physical evidence People

Marketing Mix

7Ps

1 Product

2 Place

3 Price

4 Promotion

The Marketing Mix

• The “Armani” brand name is highly sought after because of it’s founder Giorgio Armani, one of the most influential designers in the fashion industry
• Varied product offering is a key contributor to the success. Provides for all market with premium projects ranging from clothing apparels to food chains, and even recreational activities
• Apparel and accessories are designed in a clean, simple style, and aimed to enhance the personality of the person who wears it, mostly shades of white and black, soft earth tones, dusty blues
• Manufactured in Italy tag adds to the premium brand aesthetic
• Armani is ranked 7th among the most popular brands
• Recycled materials are also used in the packaging of all group lines Product