PESTEL and Five Forces Analysis of Giorgio Armani
Giorgio Armani is a well known fashion designer who owns and operates his self-named brand of clothing and is touted as Italy's most successful fashion designer. Born on July 11, 1934 in Piacenza, Italy, Giorgio Armani originally planned on studying medicine and attended Milan University in order to become a doctor. Instead of pursuing the medical arts, however, Armani found his passion in photography. In 1957, at the age of 23, Armani was called on for military service with the Italian armed forces. When he returned from service, Giorgio Armani took a job as a window dresser in a store named La Rinascente in Milan. Armani later credited his experience with the department store with helping him focus on his clean lines and elegant styles that would later serve as the trademark to his fashion lines. After travelling back and forth to England, Armani took a job as a designer with the fashion house Nino Cerruti. He stayed there from 1961 to 1970 designing clothes for the Hitman line before leaving to work as a freelance designer. His observations of English fashion served him well and his appreciation for clean lines helped him start his own label in 1974. He started his label with his friend and partner Sergio Galeotti and, in 1975, started a womenswear line with his sister, Rosanna Armani. Ten years later, after a successful decade of fashion, Galeotti died of AIDS.
Recommandé
Contenu connexe
Tendances
Tendances (20)
En vedette
En vedette (13)
Similaire à PESTEL and Five Forces Analysis of Giorgio Armani
Similaire à PESTEL and Five Forces Analysis of Giorgio Armani (20)
Dernier
Dernier (20)
PESTEL and Five Forces Analysis of Giorgio Armani
- 1. By : Anupama de Silva Lisa Fernando Kumuditha Sasindri Piyumi Wickrmasinghe
- 2. PESTEL ANALYSIS PESTEL analysis is a framework or tool used by marketers to analyze and monitor the macro-environmental (external marketing environment) factors that have an impact on an organization. FIVE FORCES ANALYSIS Five Forces analysis assumes that there are five important forces that determine competitive power in a business situation.
- 4. GIORGIO ARMANI • Giorgio Armani is a self named fashion brand which produces high class and luxury products • Armani was born in Piacenza, Italy in July 11, 1934 • Giorgio Armani started out in fashion as a window dresser • Officially launched the brand, ‘Giorgio Armani’ in 1975 • Armani owns 500 stores in 36 countries • Armani Group has more than 6,700 employees and 12 production facilities. • The Armani name has become one of the most prestigious names in the fashion industry.
- 5. • The brand markets several products under several, highly-specialized sub-labels Sub Labels • Giorgio Armani • Emporio Armani • Armani Collezioni • AJ | Armani Jeans • A/X Armani Exchange • Armani Junior • Armani/Casa • Armani Cosmetics Product Lines • Fashion Apparel • Fashion Accessories • Underwear • Swimwear • Bodywear • Cosmetics • Fragrances • Home interiors • Jewellery • Eyewear • Mobile
- 7. SUPPLIERS Fibres & Fabric International Jeans Knit Pvt Ltd Suppliers • Affect on price & quality • High relative power Giorgio Armani • High switching cost
- 8. BUYERS “Customer is the King” Giorgio Armani • Create Value • Provide Uniqueness Buyers buying decisions • Relative to Armani competitors
- 9. COMPETITORS Prada, Versace Hugo Boss, Gucci Dolce & Gabbana Competition – high Giorgio Armani, • Continuously improve product quality, diversified models and customer care services
- 10. NEW ENTRANTS Francesca Liberatore Massimo Giorgetti Andrea Incontri Sara Battaglia Andrea Pompilio Mauro Gasperi New Entrant • Barrier to enter Giorgio Armani • Already standardized/ recognized
- 11. SUBSTITUTES • Nano Technology • Herbal Fabric • Body painting
- 12. POLITICAL • Armani has expanded into the Asian Pacific market • In Shanghai there is a Emporio Armani store and plans for over 30 additional stores in the area over the next few years. • Armani partnered with Dubai developer to build two luxury hotels
- 13. ECONOMIC • No debt due to being the sole owner of the brand • Armani Group continues to post huge growth – Sales more than 15% in 2012, boosting Armani's personal net worth by $1.2 billion (900 million Euro). • Much growth comes from China - Sales grew by more than a third in 2012. • Armani also owns a 4.9% stake worth $1.2 billion (890 million Euros) in eyeglasses manufacturer Luxottica.
- 14. SOCIAL • Armani has ability to rub shoulders with the wealthiest and most renowned members of society • Giorgio Armani Acqua di Gio contained 19 different sensitizing chemicals, more than any other product, and multiple chemicals that can cause health diseases
- 15. TECHNOLOGICAL • Nano Technology • Online Sales “RUN with Giorgio Armani”
- 16. ECOLOGICAL • Environmental friendly manufacturing (organic products) “Armani has achieved the E-label by “rank brand”” (http://rankabrand.org)
- 17. LEGAL • Agreed to pay a total of 270 million Euros, to the Italy’s revenue agency. • Policies for environment, carbon emissions and labor conditions
- 18. REFERENCES http://www.armani.com/ http://www.forbes.com/profile/giorgio-armani/# http://encyclopedia.jrank.org/articles/pages/6092/Armani-Giorgio.html http://alive.armani.com www.lillooetnews.net http://www.ukessays.com/essays/business/threat-of-new-entrants-business-essay. php#ixzz3CAclPLDO http://www.professionalacademy.com/news/marketing-theories-pestel-analysis http://www.ukessays.com/essays/marketing/armani-retail-marketing-plan-marketing- essay.php#ixzz3BgrU65iu
- 19. Q & A
- 20. THANK YOU!