Giorgio Armani - The Businessman, the Designer and the Brand

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : LDEN033 For delivery in electronic format: Rs. 300;
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Entrepreneurial Skills

Case Length : 09 Pages
Period : 1970-2004
Pub Date : 2005
Teaching Note : Available
Organization : Giorgio Armani
Industry : Fashion
Countries : Italy


Giorgio Armani, one of the most successful designers in the global fashion industry, created a niche for himself with his elegant designs, mostly done in a neutral palette. Although his fashion house, Giorgio Armani SpA, was much smaller than many other fashion houses, it was one of the most profitable. Another distinctive feature of the house was that Armani headed both the creative as well as the business sides, which was not the norm in the industry.

The case traces the growth of Armani into a fashion designer of global stature. It analyzes the business policies that the designer followed to make his brand one of the best known and valued brands in the world.

It also looks into the distinctive designing style followed by Armani and the factors that contributed to the timeless appeal of the Armani brand. It concludes with a discussion on what the future holds for the House of Armani after the designer exits it.


  Trace the establishment, growth and extension of a major designer brand.

  Analyze the business strategies adopted by a designer of global stature in differentiating his brand and giving it a competitive advantage over rivals in the trend-based fashion industry.

  Study the factors that go into creating a timeless brand and the efforts that need to be made to sustain brand exclusivity and image.

  Examine the brand extension strategy followed by a prominent designer and the need to maintain consistency in brand extension.

  Address the succession issue in a founder-managed organization and the survival of a brand beyond its founder. 


  Page No.
Giorgio Armani - Superstar   1
The Beginnings  
Rise to Fame  
Savvy Businessman  
Classic Designer  
Timeless Brand  
After Armani  


Giorgio Armani SpA, Entrepreneurship, Mot Hennessy Louis Vuitton (LVMH), Gucci, Armani Emporio, Christian Dior, Armani Collezioni, L'Oreal, Luxottica, Single Brand Strategy, Yves Saint Laurent, Fashion Industry, Brand Management, Armani Brand and Succession Planning.

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