Brand Emporio Armani - Assignment Example

I consider the fabric, design, and something new in the designs. As it is Armani’s and Italian brand newness can be expected from the clothing and fashion accessories.
I think the brand has been positioned for the customers who do not object to money when it comes to their clothing needs. The touch, feel, style and fit are the critical factors of consideration for me. Creativity, talent, and production are crucial aspects of any fashion product. Armani has positioned itself in the high-end segment of consumers. The client at this segment is not large in number but offers a high volume in sales. The unit price of products is much higher than the available substitutes. Armani has established itself for its credibility in terms of the brand value offered and as a corporate citizen.

Armani brands have been targeted for the luxury product market segments. The clothing and fashion products offer signature characteristics like the fit and finishing of the clothing. Each product is prepared with great detailing which is available to the client during the decision-making process. Armani has also extended some of the brand categories to the mass-markets i.e. jeans. However, the success of Armani is due to the well-established name and credibility offered by Armani brands. Products are produced with a great level of expertise.

Armani brand extension consists of a range of products and accessories. There are seven main brand subcategories of Armani (Okonkwo). Armani has diversified itself in the hotel and restaurant business as well. However, brand Armani is preferred due to its strong visibility in the target segment.

The reasons for me buying Armani are various. I grew up with this brand as my parents were fond of Armani. I am familiar with its stores, clothing varieties, and ranges available to me from my childhood to the present. Armani has offered me a range of products for my fashion and accessory needs which in my view are unmatchable for any other manufacturer to offer. I am a happy and satisfied consumer of this brand. My previous experience with brands has been good that has strengthened the brand trust and image. Every buying decision of Armani adds to this trust and experience. This credibility has been built up in years. The brand equity for me is the strong presence, awareness, and trust of this brand which will help it to be my favorite brand year after year.