Everything You Wanted to Know About ARMANI SUCCESS STORY
The story of Giorgio Armani resonates with every average person. He realized his dream after working in different fields for years.
His fascination towards human form meant he studied medicine for two years in University of Piacenza. He had to drop out of university to complete his military service. After working in departmental store and as a designer for Nino Cerruti, he realized what he wanted to do in life. He wanted to design clothes and his friend encouraged him to work as a freelance designer.
What's Inside?
Start of the Company
Giorgio Armani and his friend Sergio Galeotti together founded the company Armani in July 1975.
Armani learned a lot about textiles while working for a photographer as a window designer for 7 years. When he decided to launch his own fashion brand he had brief idea about textiles and market. The company first line of production was men’s line fashion.
A year later Armani launched its own women’s line fashion. It received warm reception all around Europe. He revolutionized the clothing industry. He focused on the neutral fit color while the whole fashion world was using artificial fit color. Armani clothes got recognition due to the neutral fit color used in clothing.
Growth over the years
Giorgio Armani received his first setback when his friend and business partner Sergio Galeotti died in 1985 due to AIDS. But he only showed his strength at the time of personal and professional loss to make company even stronger.
Armani clothes were big hit in the European market, but it was unable to make an impact in the American market. American market was huge and the presence of Hollywood stars meant that if Armani captured American market it would be able to penetrate other markets too.
Armani clothing first entered into the American market through a movie called American Gigolo (1980).
Armani clothes were worn by actor Richard Gere in the movie, which generated a lot of interest for Armani clothes in the USA. Giorgio Armani also designed the wardrobe for television series Miami Vice (1984-89) starring Don Johnson.
After seeing the work of Giorgio Armani many of the top Hollywood stars started wearing Armani clothes in the Red carpet.During the 1980s, wearing Armani became the symbol of success.
The clothing brand describes themselves as “providing quality, sophistication and style timeless value with global appeal”. When Armani clothes started getting popular, its first retail store was opened in Milan.
The ‘power suits’ collection of clothing became popular among the people in 1980s.
Armani’s Brands
The Success of clothing line Armani meant that Armani as a brand was looking to expand its business to different other sector. Armani opened its first restaurant in 1989, as its first investment other than clothing. Armani with collaboration of Emaar properties establish its own chain of luxurious hotel.
The legal trouble also couldn’t stop the growth of Armani. Armani pleaded guilty to the accusation of bribing the tax officials in 1989 and 1990, he received suspended sentence in 1996.
Armani launched its own high end boutiques Giorgio Armani which focuses on high end label specializing in men’s and women’s ready-to-wear, accessories, glasses, cosmetics, and perfumes.
Emporio Armani specializes in ready to wear and runway collection. Emporio Armani along with Giorgio Armani is among the only two ready-to-wear brands that are mainly designed by Giorgio Armani himself.
Armani Collezioni provides made to measure tailored suits and shirts where every element can be chosen. The Armani Collezioni collection is available at a lower price than Emporio Armani.
By the end of 1990s, Armani had over 200 stores worldwide and annual sales of roughly $2 billion.
Armani continued to add to its product offerings, expanding into the home goods market and book publishing. The other brands of Armani are Armani Junior, Armani/Casa, Armani/Dolci and Armani/Fiori.
Present Situation
Armani clothing is the story of finding what you are good at and turning it into business. Giorgio Armani, one of the finest designers of his era, took time what he wanted to do but when he found out he turned his profession into business.
As of 2018 Armani has a net worth of over $8 billion, according to Forbes. But Armani is not satisfied yet as it looks to enhance its business even further.
