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Armani jeans Research ppt
1.
2. • Founded by Giorgio Armani
in 1981z, Italy
• Armani Jeans is the 4th
level brand of ARMANI
• Launched in 1981
• Started with it’s menswear
collection in 1974
5. BRANDS PRICE COLLECTION PROMOTIONS
DIESEL 8,000-24,000 Durable,
extremely
confortable
Hoardings and
banners
EVISU JEANS 12,000
Onwards
Extra
decorative
online
ARMANI JEANS 10,000-30,000 Stylish and
stretchable
Online, festive
discounts
CALVIN KLEIN 8,000-23,000 Best quality
denims,
confortable
and stylish.
Television
Advertisements
, online
promotions.
6. Armani Jeans store in DLF
promenade
Exclusive patent products in
dull tone
Indian buyers like poppy
tones.
Factor leading to low
sales.
7. • Customer is the king
• He is wise enough to choose from a great variety.
• Depending on the taste and preferences
(Gehra, 2014)
• These luxury brands play an important role of status
symbol as such goods tend to signify the purchasing
power of those who acquire them. (Bhano, 2010)
8. Consumer exposed to
big variety of products
and services and has
the knowledge, skill as
well ability to negotiate
and get good value for
money.
Armani Jeans is not able
to cope with competing
indian market as they
have a limited collection
of accessories, including
only patent and lack
promotion strategies
hence resulting in lack of
customers.
9. Research objective- To understand the disinterest
of consumers in AJ accessories
Research design- Exploratory and descriptive
Research
Data collection method – Secondary and Primary
Data Collection
Data collection tools – Secondary – Online
Journals, Magazines
Primary – Questionnaires, interviews
10. Analysis from Mean
Most of the respondents were female students who fell in the
age group 18-20 with an average annual income of 300000-
400000 favoring Ted Baker the most and other brands like
Michel Kore, etc. the least.
Chi Square test for Demographics affecting status symbol and the
idea of a lack of variety in AJ accessories.
• According to the analysis done age is one of the factors which
does not influence the status symbol.
• Most of the female respondents do feel that there is a lack of
variety in AJ accessories.
Analysis from T test
• The average response of the respondents for status symbol,
goodwill, collection and price was rank 3, which means AJ is
moderately preferred amongst its consumers.
11. India being a competitive market
has given rise to globalization
leading to more and more luxury
brands entering the market.
Armani Jeans is a luxury brand
specializing in denims and
accessories but due to its dull use
of color and signature patent
material, it has not been able to
cope up with the market.
Since we know from the primary
research, that AJ is mostly opted by
younger generation , they really
need to have a change in their
accessories segment.
12.
13. • Galloni, A. (2012).The Future of Armani .[online] . Available from
http://www.wsj.com/articles/SB100014240527023036105045774188806436
05706 . [Accessed:25th January 2015]
• Genier,R .(2014).The Greatest Challenges for Luxury Brands in India
.[online] .Available from http://agenceluxury.com/greatest-challenges-
luxury-brands/. [Accessed :25 January 2015]
• Leekovsky,T,n.d.,What is the History of Armani and Evisu Jeans ? .[online]
.Available from http://www.hellomaninpink.com/2013/04/what-is-the-
history-of-the-armani-jeans-and-evisu-jeans/#respond . [Accessed :25
Janury 2015]
• Shah, M. (2012). Armani Jeans Launch in India.[online] Available from:
http://www.gqindia.com/look-good/style-fashion/armani-jeans-
launches-india . [Accessed:25 January 2015]
• UK Essays. (November). A Marketing Plan For Giorgio Armani Marketing
Essay. [online]. Available from:
http://www.ukessays.com/essays/marketing/a-marketing-plan-for-
giorgio-armani-marketing-essay.php [Accessed 25 January 2015].
