Published by MBA Skool Team, Last Updated: December 08, 2018
Marketing Strategy of Armani Exchange analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Armani Exchange marketing mix, help the brand succeed.
Armani Exchange marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Armani Exchange Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Armani Exchange Product Strategy:
The product strategy and mix in Armani Exchange marketing strategy can be explained as follows:
Armani Exchange is one of the leading premium fashion brands in the world. Armani Exchange, unlike other brands, focuses on a brand philosophy of unique goods that are personality based. All its products highlight the core competency of the brand that capitalises its Italian origins and positions itself as one of the chicest and artistic brands there is. Since Armani Exchange focuses on clothing and lifestyle products which are classy and stylish - A large variety of products are offered as a part of its marketing mix strategy, based on this including shirts, jeans, jacket, hats, caps, shoes and bags - all this without losing the luxury image of the brand. They also focus on comfort and have a style for everyone. If a biker wants supple but strong gloves, he/she would get it at Armani Exchange, same applies for ecologically conscious consumers who would want standard cut wallets that are not made from leather, so basically Armani caters to the comfort needs of a consumer while maintaining its luxury brand status quo.
Armani Exchange Price/Pricing Strategy:
Below is the pricing strategy in Armani Exchange marketing strategy:
The pricing strategy of Armani Exchange is such that it does not compromise on the quality but it does offer products at different price levels to target a variety of customers.
Armani is an iconic brand and AX | Armani Exchange caters to the rich and fashion literate individuals of the world, due to these reasons the pricing strategy is usually on the high end. Armani Exchange as a brand has never compromised on its pricing of the products and to the fashion savvy individuals this factor is a status symbol and only strengthens its brand equity in the long run.
Following is the distribution strategy in the Armani Exchange marketing mix:
Armani Exchange has about 90+ retail outlets spread across 37 different countries. Armani has licenced channel partners to sell its products. These stores speak of the deluxe image of the Armani brand. AX | Armani Exchange also sells its products online where any consumer from any part of the world can purchase an Armani product. Some of Armani's customised goods are sold only in specific locations or stores that are meant to cater to a target group.
This could be near bars, coffee shop or where gadget freaks and sports enthusiasts frequently visit.
Armani Exchange Promotion & Advertising Strategy:
The promotional and advertising strategy in the Armani Exchange marketing strategy is as follows:
Armani Exchange uses popular stars who can represent its brand diversity in promoting its products via huge billboards, television advertisements, posters etc. Famous supermodels and iconic figures like Lady Gaga and Cara Delevinge have been the face of Armani. Also, Armani Exchange promotes its haute couture through music and dance and has roped in Martin Garrix for the same. Throughout the years various famous Hollywood celebs have walked the red carpet wearing the Armani label, helping in further promoting the brand. Armani group as a whole also focuses on the environment and are committed to reducing the impact of its production activities on the environment, this helps in promoting the brand as a sustainable one. Armani Exchange also offers a special feature to its consumer in checking the authenticity of its product called Certilogo which is a special identification code that comes with every product. This code can be accessed from any phone, computer or PC to ensure the authenticity of the products bought by the consumers. This helps promote the brand on an online platform in a big way as it imparts trust to the consumer.
Hence this completes the marketing mix of Armani Exchange.
About Armani Exchange:
Georgio Armani S.P.A is an Italian luxury brand founded by Georgio Armani and Sergio Galeotti in the year 1975. The brand sells various luxury products like haute couture, apparels, fragrance, shoes, watches, jewellery, accessories, eyewear, cosmetics and home interior under various brand labels like Giorgio Armani, Emporio Armani, Giorgio Armani Privé, Armani Collezioni, Armani Junior etc. Armani Exchange deals mainly with retail fashion and lifestyle products.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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