Armani has established itself throughout Europe and indeed globally as a premium brand. So what is the fuss all about?
The history of Armani
The Armani company was established in 1974 by Giorgio Armani and Sergio Galeotti. The company has, over the years, established a leading presence in the fashion world both in terms of haute couture, fine tailoring and designer street-wear. From a clothing perspective, the company currently designs various clothing ranges for men, for women and for children. Armani has established a global presence with a large network of retail stores and outlets all over the world. In addition to clothing, the company also designs and produces a range of other goods including accessories, watches, jewellery, interior design products, perfumes, cosmetics and eyewear which are marketed under various Armani brand names. The company even has a number of branded hotels within its portfolio.
Unlike some other premium designers, Armani offers a range of designs to suit different budgets, styles, lifestyle needs and preferences. The Armani brand name as a whole is extremely strong in both the clothes it produces and in the accessories and related products that are so often regarded as ‘must-have’ purchases. At the core of the company stands a principle established by Giorgio Armani himself that it should create the kind of style that everyone can have. Armani has thus established a strong reputation for designing and manufacturing clean, tailored lines and comfortable yet stylish leisure wear.
There are various brands and sub-brands that operate under the Armani umbrella from a clothing perspective. These include:
Giorgio Armani — this is considered to be the signature brand within the company range. The clothes on offer here are among the most expensive of all the Armani brand ranges that are available in high end retail stores.
Armani Exchange — this brand was formed in the early 1990s with the aim of bringing affordable and street-smart Armani design to the high street.
Armani Jeans — Armani jeans probably rank as one of the top designer label jeans in the world. This range has also extended to a range of other fashion items and accessories for both men and women.
Armani Junior — this range is targeted at kids clothing and accessories.
Emporio Armani — many people consider this to be the most appropriate of the Armani brands for younger people. It is probably the best known Armani brand on a global basis
Armani Collezioni — this range consists of more exclusive ranges for both men and women. The emphasis here is on clothes for professional wear.
Armani Prive — this is the company’s haute couture range. The clothing here is not available in retail outlets but is specially made to wear. This is probably the most expensive Armani option Conclusion
The fact that Armani has enjoyed such a strong presence in both exclusive designer circles and on the high street is down to the fact that the clothes appeal to people on all levels. Whatever the occasion there should be an Armani range to come up with something perfect to wear. Part of the success of the company is in the breadth of clothing products on offer. A man, for example, can buy an Armani suit for a special occasion, wear Armani underwear every day, buy Armani jeans and sweatshirts for the weekend and wear an Armani shirt to work. He can take Armani sunglasses on holiday, use an Armani holdall for a weekend break and wear an Armani beanie hat to football. The key thing here is that the company produces a range of designs and styles in high-quality materials aim to both look stylish and to be comfortable to wear.