Armani

Summary

From selling his car for seed money to open an office to sole shareholder of luxury conglomerate Giorgio Armani S.p.A, which encompasses fashion, realty, hospitality and interiors, it is a deeply inspiring entrepreneurial story.

History

Italian fashion designer Giorgio Armani launched his eponymous fashion label in 1975. Since then the luxury fashion brand has evolved from menswear to haute couture- ready to wear- fashion accessories- footwear- cosmetics and home decor.

The brand heritage- built on the vision and tenacity of Giorgio Armani- is a very inspiring entrepreneurial story. Giorgio Armani left medical school to fulfil his military service during WWII and then got a job as a fashion buyer and window dresser for La Rinascente in Milan. He was hired by Nino Cerruti in 1965 and then eventually launched his own eponymous fashion brand Armani S.p.A in July 1975 in collaboration with his life partner Sergio Galeotti. Few know it was Galeotti who persuaded Armani to sell his Volkswagen Beetle for seed money which went towards securing office space in Milan… an office with just two employees: Galeotti running the business and Armani heading the creative. It was a calculated risk.

Described as “timeless values with global appeal”.. business surged after Giorgio Armani designed actor Richard Gere’s wardrobe with classic tailored suits for blockbuster film “American Gigolo.” His power suits made appearances in television series “Miami Vice” and in no time there was a surge in demand. The Italian fashion brand also transformed the style of working women with pantsuits in elegant colours and softened menswear with relaxed suits. Armani described his design aesthetic as “I was the first to soften the image of men and harden the image of women. I dressed men in women’s fabrics and stole from men what women wanted and needed—the power suit.”

Sadly he suffered personal loss after the passing of his partner. The fashion industry speculated how he would survive but Giorgio Armani opened over two hundred stores worldwide retailing sub-brands designed to cater to specific needs of different market segments: Armani Prive, Emporio Armani, Armani Exchange, Armani Jeans, Armani Exchange A/X and Armani Collezioni. Made-to-Measure is another feather in his cap as he continued to aggressively diversify the conglomerate with make-up- fragrances- watches- home line- fashion accessories- jewellery and eyewear.

In 2004 he inked a deal with Dubai-based Emaar Properties PJSC to build Armani branded hotels and resorts and continued diversifying into interiors- confectioneries- floral arrangements and residential properties. “I always had a burning ambition to realize my potential. [Forty years ago] fashion had only arrived at a certain point. I saw that I could express my vision in full. That I could be bigger than a designer. I could be more like a director—of taste.. of lifestyle” per GQ.

In 2006 his biography “Being Armani” was released. That year he designed uniforms for Italian flag-bearers in the 2006 Winter Olympics Opening Ceremony as well as those of athletic teams including England’s Chelsea Football Club and Australia’s Rabbitohs. The following year Armani collaborated with Samsung to design a luxury television and cellular phone. Armani Privé SS 2007 was broadcast worldwide on MSN Web and cellular phones.. making him the first fashion designer to broadcast a couture show live on the Internet. Subsequently Armani opened a museum- Armani Silos- in Milan to showcase forty years of his brand heritage.

Armani believes in giving back. Per BoF: “Armani has also created his own catwalk presentation space- the Teatro Armani– and in 2013, which opened its doors to enable emerging designers such as Stella Jean and Andrea Pompilio to showcase their collections during Milan Fashion Week.”

Armani is sole shareholder of Giorgio Armani S.p.A, making it one of the rare luxury brands independent of investment vehicles. The Italian fashion designer has been honoured with several accolades including CFDA Lifetime Achievement Award. He also received commendations from the Italian and French governments including  “Order of Merit of the Italian Republic” and “French Legion Of Honor”.

“We are required to churn out ideas and collections with enormous speed but invention and quality take time. My solution is continuity: I evolve at my own pace because the women and men I dress expect this from me… not just ideas that are only good for the catwalk. Fashion once again needs to find a more human and real rhythm”, Armani told GQ.

In a recent development Armani inked a deal with online retailer Richemont-owned Yoox Net-a-Porter to further integrate the luxury group’s e-commerce site with its network of physical stores. The new partnership- which is valued till until 2025- offers customers access to all Armani products on both online and offline channels and a complete integration is expected.

The pandemic however brought all industries to a halt. Per Forbes “On March 26, Armani Group converted all production at its Italian factories to manufacture single-use medical overalls. Armani donated $2.2 million to hospitals in Milan, Rome, Bergamo, Piacenza and Versilia and to the Italian civil protection agency. ‘The health and wellbeing of my employees have always been and continues to be my priority. We have been following and often anticipating the measures being adopted in all countries.’”

Mission Statement

To continually create clothes and accessories that aspire to a kind of perfection that transcends fashion.

Vision

The legendary fashion brand envisions respecting the founder’s values and principles… the management of activities in an ethical way… the continuous development of the brand at a global level… the careful strategy of diversification of the company and its brands all the while maintaining consistency in the design of products.. image.. and communication.

Key Team

CEO: Giorgio Armani
Creative Director: Patrick Robinson

Products and Services

Milan-based Giorgio Armani S.p.A. designs, manufactures, distributes and retails haute couture, ready-to-wear, leather goods, shoes, fashion accessories and home interiors. In 2004 he inked a deal with Dubai-based Emaar Properties PJSC to build Armani branded hotels and resorts and continued diversifying into interiors- confectioneries- floral arrangements and residential properties.

Awards and Recognition

The Italian fashion designer has been honoured with several accolades including CFDA Lifetime Achievement Award. He also received commendations from the Italian and French governments including “Order of Merit of the Italian Republic” and “French Legion Of Honor”.

References

1. Official website Giorgio Armani
2. Giorgio Armani: The Icon GQ
3. Giorgio Armani Bof
4. “I did it my way!” The New York Times
5. Facebook page of Armani Facebook
6. Armani to launch mobile phone with Samsung Reuters
7. Twitter page of Armani Twitter
8. BoF profiles Giorgio Armani BoF
9. Instagram page of Armani Instagram
10. Armani Disarmed The New York Times
11. LinkedIn page of Armani LinkedIn
12. The Armani suit: Celebrating 40 years of fashion Forbes
13. Youtube channel of Armani YouTube
14. The Beckhams strip off again for Giorgio Armani The Telegraph
15. Wiki page of Armani Wikipedia
16. Forbes profiles Giorgio Armani Forbes
17. Brand values and heritage Armani
18. Quvenzhane Wallis Named Face of Armani Junior The Hollywood Reporter
19. Giorgio Armani And 22 Other Italian Billionaires Donate More Than $63 Million Forbes
20. How Armani, Ralph Lauren And Other Kings Of Menswear Aim To Redesign Fashion Forbes