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Transcript of Armani
-modernity Created by
Valeria Leodari ,
and Evgeny Dimitrov Armani Apparel Horizontal boundaries 1/2: product diversification Corporate Strategy Armani Fragrances
Armani / Dolci
Armani / Fiori
Armani / Eyewear
Armani / Casa
Armani Hotels&Resorts Horizontal boundaries 2/2: product diversification Corporate Strategy Corporate Strategy Vertical Integrated manufacturing of product ranges
Antinea Srl: formal clothing for Emporio Armani, Armani Collezioni
Deanna S.p.A. : knitwear
Guardi S.p.A. : footwear
Intai S.p.A. : tie, underwear, beach, home furnishings, leather accessories
Simint S.p.A. : casual wear for Armani Jeans
License agreements for specialist lines: eyewear, perfumes, watches and jewelry
Directly-managed stores in key markets and for key brands
Indirectly-managed stores with competent trading partners Vertical Integration: a countervailing manufactory strategy 500 stores spread over 46 countries Wide range of sub brands
500 stores worldwide
KEYS OF SUCCESS
Giorgio Armani's personality&self-promoter sense
Specific personally-shaped brand philosophy
Product differentiation, maximum segment coverage
Great advertisement policy
Advantageous license agreements for specialist lines Conclusion: Today Competitive Advantage The End Thank you for your attention Long-established brand
One of the market leaders internationally
Run by its founder - Giorgio Armani
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Board of Directors