SWOT Analysis of Armani Exchange with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Giorgio Armani S.p.A.
Apparel and Accessories
Lifestyle and Retail
I feel, therefore I am
Youthful label depicting chic culture
Youth looking for trendy designer fashion wear
Upper middle class youth
The most accessible and affordable Armani brand
1. Strong brand presence with over 250 stores in over 31 countries. 2. Brand does the work of meeting the aspirations of youth wanting to own the Armani merchandise. 3. The segment has helped the parent brand to diversify in another area of fashion 4. Has a string employee base of 5000 people 5. Good global marketing and brand visibility
1. High dependence on large stores for generating profits 2.Brand affected by fake imitations and replicas 3. The brand equity of the parent brand is too over-stretched due to over diversification which can affect the brand in the long run
1. Foray in emerging markets with FDI in retail opening up 2.The brand can develop self-procuring and manufacturing facilities in countries it operates in order to keep the unit cost low 3. The brand can move towards making new eco-friendly product lines
1.Opposition from global organizations like PETA to Armani’s use of fur in other brands could be a serious threat 2. Changes in exchange rates can cause a serious concern related to foot-traffic and will affect prices 3.Brand deals with the highly fragmented segment in the fashion industry with many players in the race
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