Giorgio Armani Marketing Strategy & Marketing Mix (4Ps)
Published by MBA Skool Team, Last Updated: February 26, 2019
Marketing Strategy of Giorgio Armani 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 Giorgio Armani marketing mix, help the brand succeed.
Giorgio Armani marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Giorgio Armani Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Giorgio Armani Product Strategy:
The product strategy and mix in Giorgio Armani marketing strategy can be explained as follows:
Giorgio Armani is a premium clothing range based out of Italy and serving the world. Giorgio Armani has transformed his line of clothing into a persona that symbolizes high status, royalty, and elegance among other apparel brands. Everyone wants to be special and it is this desire to be special drives the sales of the brand. The premium quality of clothing attracts a lot of attentions and this caters to the needs of those who wants to be at the center of attention. Personalities from the field of Films, Politicians, high profile businessmen are the major buyers of the brand. Each product of Giorgio Armani is designed with respect to the person who is going to wear it. This helps in catering to the specifications of the customers and meeting their expectations. It makes a wide range of premium products as a part of its marketing mix product portfolio starting from clothing to accessories and perfumes for both men and women. Its product is unique in all aspects and that is why it doesn’t have any strong competitor to challenge its market share.
Giorgio Armani Price/Pricing Strategy:
Below is the pricing strategy in Giorgio Armani marketing strategy:
Giorgio Armani with its famous distinction among the world-class people from the overall population and the fashionistas of the market has made accommodating walks by extending its picture so as to target customers at different esteem levels.
The company believes that premium quality products come at a premium cost. With the personification of Giorgio Armani as an individual with high class and grace, it has created an image in the minds of the buyers that an ultra-premium product like Armani warrants an ultra-premium price which they are willing to pay for. This attracts celebrities, businessmen with high status and high-profile individuals who are the only ones who can afford this. Although Armani has launched several other brands with almost similar quality in terms of being premium, the sale of Giorgio Armani line of apparels has not reduced. The other line of clothing is for the people who wants to have a taste of these ultra-premium apparels but can’t afford those.
Following is the distribution strategy in the Giorgio Armani marketing mix:
Giorgio Armani clothes are available all across the world to serve affluent customers. Since the target group of customers is limited, its products are not available everywhere. There are only few channels across which Armani line of apparels are available. Some of these are Armani Boutiques, selected high end stores and specialty stores. With the innovation of newer technologies, Armani was able to integrate some of those into their stores to enhance the customer experience. They believed that the customer who wants to buy the products also wants to enjoy the experience of shopping which can be improved by providing better facilities and features at the store.
Giorgio Armani has also made sure that its range of products are available online and it has tied up with various high-profile designer boutiques who showcase its products on their websites.
Giorgio Armani Promotion & Advertising Strategy:
The promotional and advertising strategy in the Giorgio Armani marketing strategy is as follows:
Giorgio Armani has been the ultra-premium and world class designer apparel to wear at prestigious and high-profile events like Academy award gala and Cannes film festivals. Armani suits are worn by dashing men from Hollywood and the Armani evening outfits and other high form dresses worn by the astonishing Hollywood women. This plays in favor of Armani it is able to match the level of charisma these individuals carry with themselves which shows that its products are the ultimate line of apparel one can have. Giorgio Armani also has several events, ramp shows etc where its product line is showcased. This completes the marketing mix of Giorgio Armani.
About Giorgio Armani:
Giorgio Armani is the ultra-premium line of designer apparels which was founded in 1975 by an Italian fashion designer named Giorgio Armani.
Armani’s goal is to provide ultra-premium designer apparels to the customers belonging to the luxurious segment who always wants something unique, stylish and customized which will reflect their status in the society. The fame and elegant offerings that Armani’s line of clothing generated drew in the royals and fashionistas of the world who seek something special that no one else possess.
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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