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Giorgio Armani SWOT & PESTLE Analysis

ID : 52611953| Mar 2020| 15 pages


Business Sector :Fashion Apparel and Accessories

Operating Geography :Italy, Europe, Global

About Giorgio Armani :

Giorgio Armani founded the Milan based fashion house in 1974. Born and brought up in Piacenza, Italy, he is the only chairman as well as the sole shareholder of this vast empire. Armani has a unique, opulent design which the elite class of the society finds very appealing. As of 2019, the signature label has expanded into 31 countries with about 250 brand stores and 7309 employees. It has several labels under its umbrella, like the AJ Armani Jeans, Emporio Armani, Giorgio Armani, Armani Exchange, which design, manufacture and sell products like wallets, jewelry, watches, clothes, etc. It aspires to create products that transcend fashion and aspire for perfection to its customers. As of 2019, the company is valued at $6.72 billion and was ranked by Forbes at 97th position in the World’s most powerful brands list.
Giorgio Armani SpA's mission reads “to continually create clothes and accessories that aspire to a kind of perfection that transcends fashion.” Armani’s USP or unique selling proposition lies in being the world’s leading fashion house with over four decades in the industry and controlled by one man who is its pounder and sole shareholder.

Giorgio Armani Revenue :

$2.3 billion (2.1 billion euros) – FY ending 31st Dec 2018 $2.7 billion (2.3 billion euros) – FY ending 31st Dec 2017

Competitive Analysis of Giorgio Armani

The SWOT analysis of Giorgio Armani is presented below:
1. Strong brand name
2. Categorization based on sub-brands
3. Active social responsibility
4. Diversified portfolio
5. Partnerships with strong brands like Loreal, Luxottica and Fossil
1. Lack of strong digital presence
2. Dicey financial structure
3. Limited target audience and narrow global presence
4. Brand streamlining and restructuring efforts
1. Shifting market trends
2. Rental, Resale and refurbished market
3. Advent of Smart materials
4. Increasing global income
1. Brand duplication
2. Ease of new entrants and competition
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Detailed SWOT Analysis of Giorgio Armani



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1. Shifting market trends: The fashion market is witnessing massive shifts in terms of geographical locations. Asian market is growing at an exponential rate and looks highly promising in terms of the fashion segment. According to a McKinsey report published in 2018, China will overtake the US in 2019 as the most significant fashion market. India is another fragmented market with a vast potential for the fashion industry. Mature manufacturing segment, growth in disposable income, increased internet penetration seem to be the driving factors for this growth. By 2022, India is expected to have about 690 million smartphone users, which can be leveraged to the advantage. Europe will also see active spending patterns from the growing middle and upper middle-class sectors of its economy. Armani has already set up its presence in Southeast Asia with its first store in Jakarta recently. Expanding more into the parts of Greater China will provide a lucrative business for the company.

2. Rental, Resale and refurbished market: The recent years are seeing a tremendous shift in consumer behavior, mostly propelled by Millenials. Millennials, also called the youth, are the primary consumers of the fashion industry. What they seek in the present days is ‘variety.’ Research has revealed that the frequency of purchase of clothing has increased to 1.6x than compared to 2004. But, it was also observed that the consumers now use them only for about half the life span as they previously used. Prices of clothing are on the rise year on year. So for the consumers, to have a balanced expenditure, they are looking for options like refurbished, second-hand retail or rental clothing. RealReal, a company valued at around $450million, sells slightly used luxury goods at a rate of up to 10% of the original price. Established brands like Stella McCartney have also entered the market by getting into a partnership with RealReal to sell their clothes on a pre-owned or rental basis to the consumers. This allows them to widen consumer awareness thereby expanding store reach. Many consulting firms have already predicted that the majority of the new companies in the fashion industry will be shifting towards this business model. Armani should also find the right business model to enter into this, before it's too late.

3. Advent of Smart Materials: The United Nations has released SDGs (Sustainable Development Goals) in association with the Paris Climate Agreement for luxury goods. With this, the forecasted impact of the sustainability in luxury products is going to play a key role in the next ten years. For the same, venturing into smart materials will play a vital role going forward. Products like polymers that are biodegradable can be used for the same. Apart from providing the functional benefit that the usual apparels provide, it also provides additional benefits like energy efficiency and budget or economical pricing. Added to this, it is also easier to scale this material. Due to the shift in technology trends, customer expectations are also likely to change in the next 10 years in terms of what functional benefit can be for apparel. Materials like carbon fibre offer functional benefits like controlling the temperature and USB charging. Added to these benefits, they are also economical, safe and offer several health benefits.

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Check Out Analysis of Other Relevant Companies

References used in Giorgio Armani Analysis Report

1. Giorgio Armani Annual Report 2018 -

2. Armani forecasts two more years of falling sales, profits -

3. Turnover of the Italian luxury fashion company Giorgio Armani from 2011 to 2018 -

4. Giorgio Armani company profile -

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In-text: (SWOT &, 2020)

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Giorgio Armani SWOT and PESTLE analysis has been conducted by B.Sai Srujan and reviewed by senior analysts from Barakaat Consulting.

Copyright of Giorgio Armani SWOT and PESTLE Analysis is the property of Barakaat Consulting. Please refer to the Terms and Conditions and Disclaimer for usage guidelines.

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