Giorgio Armani, the founder, was born in the suburb of Milan on 1934. 1957, after his military service, he went to the department store "La Rinascente" he ordered at that time and worked as a "window designer". In 196 1, he was transferred to nino cerruti as a designer.
1974, he made a joint venture with his good friend Sergio Galeotti, and resolutely established the men's wear brand under the name of Giorgio Armani. As soon as giorgio armani appeared, her first menswear collection attracted the attention of fashion buyers and the media. Suit jacket is its signature item, beautifully tailored and easy to wear. 1975, adding women's clothing line. It is worth mentioning that her sister Rosanna Armani is a top model in Italy. She used her influence to make Jeangeorges Armani a household name. On July 24th of the same year, Sergio Galeotti and Giorgio Armani established Giorgio Armani S.P.A in Milan as the current chairman, CEO and sole shareholder. At the end of the same year, Giorgio Armani Borgo Nuovo 21released its first ready-to-wear collection (1976 Spring/Summer Collection).
Giorgio Armani S.p.A has achieved unprecedented success in its first year of operation, and is committed to expanding the customer level and the European market. 1978 is an important turning point for the company. Giorgio armani (Giorgio Armani S.p.A) reached an authorization agreement with GFT (Gruppo Finanziario Tessile), which enabled the company to establish a brand-new headquarters with an exhibition hall and a media liaison office.
1979, the company established giorgio armani Company in the United States and began to expand its business in overseas markets. In the late 1970s, Giorgio Armani S.p.A became one of the leading fashion and design companies in the world, and launched many brand-new product lines: Le Collezioni, mani, Armani Junior, giorgio armani accessories, underwear and swimsuits.
Giorgio Armani's fame and business are growing day by day, so it seems natural to open a second line. 198 1 year, Emporio Armani was formally established, and the first Emporio Armani store opened in Milan. "Emporio" is Italian, which means "department store". From its name, we can imagine that Emporio Armani is an Armani department store, with a wide range of goods: men's and women's clothes, shoes, perfume and even glasses accessories. Taking a younger line in style provides a good choice and a favorite department store for young people who love Armani but don't like to wear mature main lines.
Emporio Armani, with the strength of Giorgio Armani, was very popular in 1980s, and a branch opened from Milan to America and Asia. In recent years, Emporio Armani Caffe has been set up in Paris, Daban and other different cities around the world 12, integrating the concepts of music, food and interior design aesthetics, and showing the leisure life concept of a generation of Italian famous teachers to ordinary people.
In the early 1980s, Giorgio Armani S.p.A and L 'Oreal (formerly H.Rubinstein) reached an important authorization agreement for perfume production, and launched Emporio Armani and Armani Jeans series. At the same time, giorgio armani Co., Ltd. opened its first giorgio armani store in Milan. The company has also begun to strengthen the publicity and marketing departments, and at the same time establish brand value and management concepts, which are still important keys to the company's successful development.
In the late 1980s, giorgio armani Company continued to explore overseas markets. 1987, giorgio armani and Japan set up a joint venture with Itochu Corporation and Seibu Department Store. 1988 reached an authorization agreement with Luxottica Group Spa to produce glasses.
Ensuring quality and effective distribution has always been one of giorgio armani's important strategies, so the company has established a set of stock investment system, including Intai Spa (100%), Antinea Srl (100%) and production company Simint Spa (100%).
1999, the company established a brand-new accessories department and launched the first e-commerce www.armaniexchange.com in the United States.
In 2000, giorgio armani entered its 25th anniversary. The company bought back the production equipment of Armani Collezioni men's series from GFT. In the same year, the company also launched the global website www.giorgioarmani.com; And set up a joint venture with Dzheniya Group (Armani holds 565,438+0% and Dzheniya holds 49%) to be responsible for the production and distribution of Armani Collezioni men's wear; In addition, giorgio armani cosmetics and Armani Casa home accessories series were also launched; And opening the world's first Armani multi-brand flagship store Via Manzoni 3 1 in Milan.
Product style/features and theme products:
Good quality, beautiful tailoring and convenient for users to wear are the consistent design styles of giorgio armani, which are familiar to many fashion lovers. Suit is his signature item, and many men are proud of owning an Armani suit.
Since Armani suits are signature goods, why can't Emporio Armani pretend to be the main force in the west? Emporio Armani suits adhere to the main line style, without changing the design charm of giorgio armani. Straight cut, excellent cloth, combined with hundreds of years of Italian cutting skills, express the elegant image of Italian handsome boy in dark colors such as black and gray. But Emporio Armani is more relaxed than the main line, and the materials for making shirts are varied, sometimes adding fur and sometimes using velvet. This is less serious and more relaxed and elegant.
Even Emporio Armani's style of women's wear is similar: with the skillful hand of making men's wear, the lady taste of traditional European high-end women's wear is removed, and Italian women's wear with unique charm is made.
Since the name is "department store", naturally everyone can get what they want. Watches and perfumes are necessities for everyone who loves beauty. Take a watch as an example. In order to meet the needs of different people, there are three series: classic, lady and sports watch.
In 200 1 year, in order to further enable Armani Group to control the production, distribution and retail activities of different product lines more effectively and further strengthen the value of the brand "Made in Italy", the company established a joint venture with Vestimenta SpA, an authorized manufacturer that has been cooperating since 1979, to be responsible for the production and distribution of Giorgio Armani's high-end series of men's and women's wear. The company also opened the first Giorgio Armani Accessori store in Milan, and established a brand-new office including Armani/Teatro with the famous architect Tadao Ando.
In 2003, the Group further invested in the retail network, innovated 1 1 stores, and opened 30 brand-new stores, including the third multi-brand store in Theatinerstrasse, Munich, covering an area of 1000 square meters (the first Emporio Armani store in Germany). In addition, we continue to expand the Emporio Armani perfume series and launch a new fragrance for men and women, Emporio Armani Night.
During the five years from 1998 to 2003, Armani Group invested more than 600 million euros in the company's strategic important projects, including reforming production infrastructure, strengthening and expanding retail network, promoting brands and developing diversified product categories, and strengthening the infrastructure of Milan headquarters.
Giorgio armani currently has four brands: giorgio armani is the main brand specifically targeting the upper class; Emporio Armani, Armani jeans and mani are all brands that ordinary people like. In addition, there are the same models of leather goods, shoes, glasses, ties, scarves and fragrance series.
Armani's clothes have always been sought after by many Hollywood superstars. There is a popular saying among stars: "If you don't know what to wear, just wear Armani." Since her debut, giorgio armani has won more than 30 fashion awards all over the world, including: American Institute of International Designers Award, Lifetime Achievement Award and Katie Sack Award.
Product evaluation:
Fans will surely remember the classic scene of richard gere, who came out of the bathroom wearing Armani suit from american gigolo and worried about what to wear in front of the bed full of Armani suits. Every handsome guy seems to be impressed by Armani's handsomeness.
But every handsome man is actually just a boy who loves beauty, before he grows into a male correction man. Emporio Armani is designed for these young men (including young women) who love beauty. Emporio Armani added gorgeous details to the formal items, which dissolved Armani's strong masculinity and added a little sadness. For example, in the autumn/winter men's wear series of 2005/06, an ordinary black tie is also made of velvet with a diamond pattern printed on it.
This seemingly nonexistent playboy fits in with the complex psychology that handsome guys love Armani and fancy but are afraid of being teased for being sissy.