Armani’s main competitors are: Louis Vuitton, Michael Kors, Gucci, and Chanel. Its target segment is people who look for their status and comfort. The target market is women and men in the middle/high classes. Armani is positioned as a fancy brand which sells expensive and well innovated products.
Armani’s current advertising concentrates on the advertising media to promote the brand, such as advertisements in television, radio, magazines, etc.
He used celebrities like Tom cruise, David and Victoria Beckham. The colors of the advertisements are very important as they keep mystery in the minds of the readers. Bold colors are used and black/white photos as well. Armani wanted to use new advertising methods such as huge street ads.
Armani
…show more content…
Then he has customers who only shop at his store because there is a sale or because a customer saw someone else with a product and decided to get it too.
3. SWOT ANALYSIS
Strengths Opportunities
1. One-of-a-kind and personality based
2. Unique designs
3. The main feature of Giorgio Armani clothes is that they are hand stitched
4. Clothes designed for several different international sports players and teams 1. Most of the staff who work in Giorgio Armani are young, which makes Giorgio Armani design and explore the most attractive and powerful products
2. There will be more penetration and global growth, and stores will be opened worldwide
Weaknesses Threats
1. A bad image was caused because PETA activists were against the brand
2. Insufficient global presence as compared with other international brands 1. Serving to a small premium segment.
2. Brand duplicity: fake products of Armani are being available at cheap prices in the lower segment target
…show more content…
Products are displayed and sold in fashion shows which promote Armani’s products.
4. Executive summary:
IMC plan for new Armani campaign in Egypt
Goals of the campaign:
Raise brand awareness, increase the sales of the company in Egypt, and increase Armani’s market share in the industry of bags.
4.1 Major target audiences:
Consumers of Armani will include women who work and the middle/high class women from 19 to 50 years old, as Giorgio Armani has said that "Accessories are no longer a simple addition to the collections; over time they have become a real point of strength of the Armani style." Armani promotes a creative way of design which gives women brilliance and confidence.
4.2 Time period of the plan
We plan to run our schedule during winter, beginning from November till the end of April 2014/2015.
4.3 Campaign objectives:
Our schedule will run all over Egypt in different areas. The spot campaigns will be in famous malls in Egypt, such as City Stars, Sun City, Cairo Festival Mall located in El-Tagamu El Khames, New Cairo, Egypt, and in good places in Nasr city. Our objective is to raise awareness for people to be able to differentiate between the original Armani bags and the non original ones by adding a printed logo of Armani inside the original