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Assignment On

“Comparative study between Giorgio Armani and Dolce & Gabbana”
Subject: Fashion Brand Management
Submitted By

Nitya Mishra Rupesh Rawat
Under the Supervision / Guidance Of

Prof. Santosh Tarai

Submitted To

Department of Fashion Management Studies,
National Institute of Fashion Technology,
Ministry of Textiles, Government of India,
Plot no.24,Opposite KIIT School of Management Chandaka Industrial Estate Bhubaneswar-751024,Odisha
Website: 2012

Giorgio Armani grew up with his sister and brother in the northern Italian town of Piacenza. AJ | Armani Jeans. the two business partners founded Giorgio Armani S.p. Armani’s direction. 1975. today stands as one of the few remaining independent. with 5. 1934. . Born on July 11.Giorgio Armani Giorgio Armani. and then as a freelance designer for various companies. After several years of working as a freelance designer. 74. Armani Collezioni. Emporio Armani. Armani worked as a fashion designer for Nino Cerruti. privately-owned companies in its sector. an experience that resulted in an exceptionally rich and varied evolution of his style. Mr. and launched a men’s and women’s ready-to-wear line. Thereafter. with a proven business strategy that has capitalised on the worldwide power and potential of the Armani brand name. Giorgio Armani Privé. Giorgio Armani decided to leave in order to pursue his interest in fashion. 13 factories. In 1957. Mr. Armani was ready to devote his energy to his own label and followed his partner Sergio Galeotti’s suggestion that they open a company together. A/X Armani Exchange.A.000 direct employees. Under Mr. On July 24. one of the world’s leading fashion and lifestyle design houses. La Rinascente. and a direct network of 500 exclusive retail stores in 46 countries worldwide. following two years of study in medicine at the University of Piacenza. There are many products under the name of Armani such as Giorgio Armani. Giorgio Armani. accepting a job as a merchandiser at Milan’s well-known department store. is the President and Chief Executive Officer of the Armani Group and sole share holder of Giorgio Armani.

In time it grew to become “Dolce & Gabbana”.e. In beginning the products were sold under the name of Giorgio Armani i. They won the . In 1989 they began designing underwear and swimming costumes. Watches. They launched their first perfume Dolce & Gabbana in 1992. Emporio Armani. They presented their first women’s collection in 1985 in Milan.Armani Teen. Recently Armani is also sponsoring for England Football team with their sports and casual dresses which is also a part of their marketing. In 1982 they established a designer consulting studio. Fragrances and Cosmetics. Sicily) and Stefano Gabbana (born 14 November 1962 in Venice). Jewellery. Dolce & gabbana Dolce & Gabbana is an Italian luxury industry fashion house . and Armani Casa home interiors. Home Furnishings.S. The company’s product range includes women’s and men’s Clothing. The same year they presented their men’s collections. offering a choice of lifestyles to the marketplace. Armani Baby.The company was started by Italian designers Domenico Dolce (born 13 September 1958 in Polizzi Generosa. Dolce and Gabbana started to export their products to Japan and other countries like the U. The Armani Group now also come with the Armani Hotels and Resorts under an agreement with Emaar Properties in May 2005.. Eyewear. The two met in Milano in 1980 and worked for the same fashion house.(GA) and later on the company diversified it business in Armani Jeans. where they founded their own showroom in 1990. Armani Junior. Cell Phones. Shoes and Bags.

which specializes in luxury items influenced more by designers and is more formal and 'timeless'. The duo have different brands under their label like – Dolce&Gabbana. t also sells sunglasses and corrective eye wear. Brand name created can be used to diversify into different sectors of business one of such initiative taken is to enter the hospitality industry. The brand offers commitment to customer satisfaction and comforts. It also has a set of fragrances for men and women. Weakness: The brand is priced on the higher side which caters only to the elite class. Opportunities: A large part of the Asian continent where Armani can penetrate into including India.Woolmark award in 1991 and the prize “most feminine flavor of the year” in 1993. Comparative Study SWOT analysis of Giorgio Armani: Strengths: It is the topmost brand in the fashion industry and a range of products are sold under the brand name which has been created over the years. They won an Oscar for best male perfume in 1996. They are losing customers who are price conscious and opt for the competitors products. . purses. and watches. In April 2009 it launched its make-up range.

Another threat would be huge investments the brand puts in promotion of the brands. And with the constant technological upgradation the brand can come up with innovation in its products. The brand has a large portfolio of brands. Weakness: The brand offers highly priced products which limits its customer base to the elite and rich people. Christian Dior. The brand is highly affected by the economic fluctuations and strong competition from other luxury brands is also a major cause of concern. style and elegance. Gucci etc are entering the fashion market in a great way. The brand has an opportunity to expand its product and services throughout the world. . And moreover competitors like FCUK. Apart from this it is very difficult to break the loyalty of customers towards other brands. Opportunities: The brand has potential opportunities like growing luxury markets with growth in economies like India and China. SWOT analysis of Dolce and Gabbana: Strength: The brand has a strong brand image and enjoys loyal customers as well. Diesel. Innovative and unique products suiting people’s taste for change and quality are launched frequently.Threats: Entry barriers in certain countries have stopped Armani from entering into a potential market which can act as cash cows for the company. Threats: Strong competitors competing in terms of innovation.