Aesthetic Philosophy: The Way Of Armani'S Management

　　 armani jeans

More and more luxury brands are being reclaimed in China. Distributor Channel, set up its own direct store. And Fabrizio Dosi, Asia Pacific CEO of Armani group (Giorgio Armani), said recently: "until now, we still take the mode of combining direct stores and distributors. In the future, we plan to maintain this business model while increasing the group's commitment. Chinese Market Direct investment. "

Last year, after Armani group gained 36% revenue growth in China market, Fabrizio Dosi firmly believed that the Chinese market will become more and more important, and plans to set up 35 new sales outlets in China every year, and this number will continue to grow.

In the course of more than thirty years of development, Armani is good at diversifying. business strategy And its success has been successful. Its brand diversification has extended from clothing to Armani watches, cosmetics, Armani perfume, hotels and even flowers.

Fabio Mancone, director of global communications and franchise of Armani group, summed up its success as "the way of management of aesthetic philosophy": deeply embedding the unique Armani style of fashion, classics and elegance into every menswear brand and product line of the group. It seems to him that Armani has been operating independently and not interfered by short-term investors' benefits, which is also a great advantage in its development.

Armani's China market strategy

In recent years, consumers in emerging markets, especially China, have shown strong demand for luxury goods. Consumers of Chinese luxury goods are numerous and are at different stages of development. In cities like Beijing or Shanghai, customer groups are very large and mature. Because of the appreciation and attractiveness of luxury goods, they are seeking more outstanding design and quality products instead of ostentatious demand. Of course, there are consumers in other developing cities who are starting to reach luxury goods, and the "Logo effect" buying power is stronger.

The Chinese market has become an engine of growth for many luxury brands. From Armani's perspective, revenue in the Chinese market increased by 36% over the past year, and China's market share has grown strongly in the past three years. The Chinese market is becoming more and more important. Therefore, in the future plan of Armani, the Chinese market undoubtedly occupies a pivotal position and is a priority for their investment. At present, Armani has 180 sales outlets in China, including outlets and distributors. Armani plans to set up 35 new outlets every year, and this number will continue to grow.

　　 Armani's family brand strategy

In recent years, the acquisition of private enterprises by large luxury groups has become a trend. But until now, Armani is still a family brand. Armani group has maintained its independent development. However, it is this independence that relieves pressure from outside investors and gains its own independent development. Independence means that you can make decisions on the basis of the company's long-term development. Investors often pursue short-term benefits. Making decisions based on the long-term development of the company is more difficult. Independence also means that we can act quickly after making decisions. In many respects, Mr. Armani managed Armani group in accordance with the way he started the company, putting the needs of customers first, and then the long-term healthy development of Armani brand. {page_break}

Armani is very active in many different products, and is involved in clothing, hotels, home furnishing, candy, flowers and so on. It is a diversified brand of luxury goods. The key to Armani's successful business strategy is that it can locate and distinguish different series according to the characteristics of each brand, while ensuring that Armani has its own style. They infiltrate the specific style and spirit of Armani to every series of products, whether they are clothing, spectacles, watches, jewelry or cosmetics.