Emporio Armani: A history

First published: 31-07-2014

Emporio Armani is known for its high-end products and accessories, such as watches. This brand is a sub-label of Giorgio Armani, which is where the inspiration for these quality items began.

Giorgio Armani was born in northern Italy on July 11th, 1934 and decided to pursue a career in medicine. However, he joined the army after three years of studying this subject. He was then transferred to an infirmary unit in Verona as a result of his medical knowledge, but decided to find an alternative calling.

He got a job as a window dresser in a Milan department store and then became a seller for the menswear department. After acquiring lots of practical experience in this role, Mr Armani designed clothing for Nino Cerruti and also worked as a freelancer in the mid-1960s.

In 1975, he founded his namesake company with his friend Sergio Galeotti, after gaining considerable expertise in this field. In October, his first collection of men's ready-to-wear clothes for spring and summer the next year were showcased, as were a women's range. 

Emporio Armani

Emporio Armani came about in the early 1980s after considerable success with the Giorgio line. In addition, Emporio Underwear, Swimwear and Accessories arrived on the scene in 1982. 

In terms of a marketing strategy for this sub label, Armani opted for innovative means that included television spots and huge street advertisements. A partnership with the film industry was established, not only for exposure but also as a catalyst for creativity. 

This brand has attracted some high-profile names to be its faces, such as David and Victoria Beckham, Cristiano Ronaldo, Rafael Nadal, Megan Fox and Rihanna. 

Boutiques exist all over the world and the label is the only secondary line that Giorgio Armani designs a large part of and commands a spotlight at Milan Fashion Week.

Armani Exchange

Armani Exchange was launched in 1991 and this was an attempt to gain traction in the American mass market with low-priced, basic items. 

Mr Armani recently announced his intention to invest in this brand across the coming year, especially now as he owns 100 per cent of it. This is in a bid to acquire a "consistent integration in the portfolio of brands of which the Armani Group is comprised".

Profit reports

Despite the effects of the financial crisis and ensuing recession, the Armani Group posted record results for 2013. Consolidated revenues came to €2.186 billion (£1.74 billion), which is a rise on the €2.091 billion figure recorded in 2012. 

Mr Armani said about the reports: "The success of a brand lies in its ability to unite creativity and sales, and these results confirm just that, given the reception that our products have had on the market. The strong profitability and liquidity that we have available also allows us to accelerate our investments for future development."

While the economy is showing slight signs of recovery, it will be interesting to see if profits for the 80-year-old's namesake company rise even more over the coming years. 


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