To study the Brand Architecture and Branding Strategy

Of

Armani & L’Oreal

Submitted by:-
Mowlya S. Shetty
MFM
NIFT (JODHPUR)
Giorgio Armani - the ultimate fashion brand 

The Giorgio Armani brand owned and run by the founder

designer Giorgio Armani has earned the much hallowed space in
the fashion industry through its superior design, relevant themes
and trends. It maintains the aura of a real luxury brand. Not only
has Giorgio Armani become one of the most respected and known
brand names in the fashion and luxury brand industry, it is also
one of the most highly valued fashion companies in the world
with a value of nearly 3 billion Euros.

The Giorgio Armani brand strategy

The mention of the Annual Academy Awards ceremony brings to

mind the glittering ritual, the red carpet, and the galaxy of
Hollywood stars. The Academy awards have become as much an
event about films and awards as it has about the celebrities and
their fashion statements. One of the regulars at the Annual
Academy Awards event along with the stars and the glamour has
been the ultra premium and exclusive fashion wear from the
Giorgio Armani stable - the Armani suits donned by the leading
Hollywood men and the Armani evening gowns and other haute
couture dresses worn by the celestial Hollywood beauties.

The Giorgio Armani company owned and run by the founder

designer Giorgio Armani has earned the much hallowed space in
the fashion industry through its superior design, relevant themes
and trends appealing to the current crop of customers and by
maintaining the aura of a real luxury brand.

Introduction

Giorgio Armani started the company of his namesake back in

1975. Being a designer himself, he made apparel with his sense
of aesthetics, beauty and luxury, a sense that appealed to the elite
of the society that today includes the royalty of Belgium, the royal
families of many Asian countries and even the opulent women
from the Middle East and the high and mighty stars from
Hollywood among many other prominent customers. For almost
30 years now, Armani has been a privately held company with the
founder Giorgio Armani being the sole shareholder.

With many sub-brands designed under the parent umbrella brand

of Giorgio Armani to cater to the specific needs of different
market segments, it has become one of the strongest fashion and
luxury brands in the world. Not only has Giorgio Armani become
one of the most respected and known brand names in the fashion
industry, it is also one of the most highly valued fashion
companies in the world with a value of nearly 3 billion Euros.

Giorgio Armani is also very expansive in Asia Pacific with its

multiple future growth markets for luxury brands. For example,
The following is a general timeline of the designer’s life and business
achievements through the end of the 20th Century:
1934: Armani is born in Piacenza, Italy, where he grows to study medicine
1957: Armani abandons his medical studies and begins work as a visual
merchandiser and buyer for Italy’s leading department store, La Rinascente
1964: Armani begins working for Nino Cerutti, where he learns tailoring and
materials in menswear
1970: Armani and Sergio Galeotti establish a freelance fashion design studio,
doing contract design for various manufacturers including Gibo, Sicons,
Boulevard and Montedoro. Armani learns what works and what doesn’t work
for industrial production.
1974-5: The first Giorgio Armani menswear collection is produced under
license from GFT, followed by his first womenswear collection. Jackets and
evening dresses were an instant hit.
1975-82: Armani establishes vast line extensions, including Giorgio-Armani-
Borgonuovo 21 (men’s and women’s); Giorgio Armani-Le Collezioni (men’s
worldwide and women’s N. America); Mani (men’s N. America and women’s
ROW); Armani Junior; Armani
Underwear, Swimwear and Accessories; Emporio Armani; Armani Jeans;
and, Armani Bridal Collection
1982: TIME Magazine dedicates a cover to Armani, who is the first designer to
be featured on the cover since Christian Dior
1984: Armani ventures into brand extension through the launch of Armani
Fragrance, the license of which is ongoing with L’Oreal
1987: Armani continues brand extension in Armani Eyewear through a
licensing agreement with Luxottica, which was canceled 3 years ago and moved
to competitor Safilo
1991: Armani offers further brand extension on the US market through the
launch of Armani Exchange
1990-2000: Armani practices business consolidation and vertical integration by
acquiring production facilities and direct retail ownership, and establishing
additional Joint Ventures in production and distribution
2000: Armani launches his first online store, www.armaniexchange.com, on the
US market, as well as his line extension into housewear with Armani Casa
2005: Among his numerous line extensions, Armani launches Armani Prive, his
first haute couture collection. He provides live online streaming of the
collection’s first runway show via MSN.com
2006: Armani gets ahead of the game in Corporate Social Responsibility by
joining (RED), an organization committed to fighting AIDS in Africa
2007: Armani launches another online store – this time for the Emporio
Armani line – on the US market, along with associated blogazine and
soundtracks at www.styletraxx.com
2008: Armani launches one of the first online luxury stores for a singular brand
on the European market with Emporio Armani

L’OREAL GROUP

The L’Oreal Group one of the world’s leading cosmetics

conglomerates serves as an abounding example for the brand
architecture with its amazing maze of brands and sub-brands in
adverse range of beauty and cosmetics products. Over the years,
L’Oreal has acquired number of companies this bringing into its fold
numerous “corporate brands”. Each of these corporate/Umbrella
brands in turn has several range or line brands and sub-brands in
various product categories. Keeping the individual corporate brand
names distinct helps the group address the premium, mid-range and
economy markets simultaneously, without facing the problems of
brand dilution and customer confusion.
The L’Oreal group is based on following division
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Consumer Product Division
Professional Product Division
Luxury Product Division
The Active Product Division
The Body Shop
 THE BRAND ARCHITECTURE OF GARNIER

THE BRAND ARCHITECTURE OF PROFESSIONAL PRODUCTS

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THE BRAND ARCHITECTURE OF LUXURY PRODUCT

THE BRAND ARCHITECTURE OF ACTIVE PRODUCT

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REFERENCES
 http://www.scribd.com/doc/19584052/Multi-Brand-Architecture
 http://www.loreal.com/_en/_ww/index.aspx?
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