Brand Evaluation | Giorgio Armani Beauty

Giorgio Armani, a brand that is most commonly known for it's clean cut staples, and perfectly tailored menswear, and was founded by the silver fox himself, Giorgio Armani. Armani was born in  small and quaint Italy circa 1934 where as a fashion designer he developed by combining authentic Italian quality with modern day fashion. Giorgio Armani as a brand, has excelled in quality and diversity over the years, with such a successful name, Armani caters to a range of fashion essentials, including Menswear, luxurious Womanswear, a line dedicated solely to Jeans, Makeup, Beauty and more infamously, perfume for both men and women. As he progressed as an designer and a profound business man, Armani ventured out and not only creating a line dedicated to sale items (Armani Exchange, Project AX 1991), but also begun to target a younger client base and audience. Making his brand immediately more complex and leaving his overall brand in extremely high price margins.
To pin-point Giorgio Armani's target audience would be easy in regards to class, but not so much age and gender, as just an example of the sort of money you need to purchase a garment from Armani fashion. In 1982, a reasonable and fashionable jacket by Armani would retail for around $250-400, making it a more luxurious fashion statement of the eighties. By 1988, a fabulous Giorgio Armani suit would acquire an uncomfortable $1,800 price tag- although I hear that the suits were very comfortable in material and quality, a more relaxed vibe.
More relevant to this unit, and my course in general is the underestimated, and unappreciated Giorgio Armani makeup and beauty collection. A collection so sleek and trendy, the packaging and products sit somewhere in between a combination of MAC Cosmetics and Chanel. Their price points are standard fashion makeup price, and the perfumes are expensive, much like Guerlain Fragrance prices. Whilst being a premium makeup brand, there are some reasonably affordable luxurious products that are available internationally, and more specifically to the UK, Armani Beauty is available only in high market department stores- which also adds to what kind of image the brand is portraying.
Promotion has been key for Giorgio Armani beauty, because it's important to get away from the fashion path when it comes to makeup, you really create based on trends and popularity. With this in mind Armani has worked with well-known models, and more importantly for their success- many celebrities. Having Megan Fox as the face of their beauty campaigns, triggers circulation to their brand from all ages because lets face it, every women wants to be Megan Fox. In regards to promotion and advertisements, Armani has worked with Beyonce, Victoria and David Beckham, Kate Blanchett and even Cristiano Ronaldo.

Overall, Giorgio Armani nearly 80 years on is still keeping up with trends, continuously working on their brand and furthering their target market- making them more current than ever! Their clothing and perfume line needs no justification of price and popularity because the quality and legacy speak for themselves, however I personally think the Makeup range will blossom into the new generation when it comes to purchasing elegant products and will eventually become just as popular as the other segments of the brand.

"Giorgio Armani." Encyclopedia of World Biography. 2004. Encyclopedia.com. 5 May. 2015<http://www.encyclopedia.com>.

n/a. (2015). Giorgio Armani Biography. Available: http://www.biography.com/people/giorgio-armani-9188652#personal-life. Last accessed 24th Feb 2015.

n/a. (n/a). Giorgio Armani Beauty. Available: http://www.armanibeauty.co.uk/make-up/face/spring-glow.aspx. Last accessed 16th Feb 2015.