Giorgio Armani Prive Spring/Summer 2017 (The image is from the  website)

A unique selling point of a product becomes necessary for a brand in the market. According to market segmentation, the company should aim to the market for developing the new products. And the characteristics of category exemplars tend to exert a disproportionate influence on how people think of the category in general (Solomon, 2013). Therefore the brand can make the consumers be satisfied who are in different levels. Armani can be a distinct example.(Evans & Foxall, 2009)

Armani is one of the well-known extravagant brands in the world. It has been established in 1975. Until now, Armani has 8 dress lines. Also, Armani has created their own cosmetics, hotel, restaurant, home furnishings stores and so on.

Firstly, Armani has classified their sub-lines. Foe example, Armani has launched GIORGO ARMANI, which is the high-grade contemporary wear brand. Then it has released EMPORIO ARMANI on the middle class. And ARMANI JEANS becomes a new brand which aims to general public.

The Developing of Armani

The price of these sub-lines is from hundreds to millions. The sales of them have occupied over 70% revenue. Now, these sub-lines are indispensable to Armani. The high-end product is aimed to the high-income group. Also the downstream sub-line can aim to the group which is looking forward to luxury goods.

The Sales & Percentage of Armani's Sub-lines

In the preceding text,  Armani also has some sub-lines of the consumption of life style. Luxury goods are not only representing the material possessions, but also represent a feeling and learn through personal experience. Different sub-lines have different designers. Every designer always delivers different concepts to people. And from Armani and its products, we can say Armani is not only a brand which just sells luxury good, but also deliver the life concept to everyone.

References

Armani. (2010). Retrieved from http://www.armani.cn/cn

Giorgio Amani. (2010). Retrieved from http://www.giorgioarmanibeauty-usa.com

Armani Casa. (2010). Retrieved from http://www.armanicasa.com

Armani Hotel. (2010). Retrieved from http://www.armanihoteldubai.com

Armani Hotel. (2010). Retrieved from http://milan.armanihotels.com

Evans, M., Jamal, A., & Foxall, G. R. (2009). Consumer behaviour (2nd ed. ed.) Wiley. Retrieved from http://hud.summon.serialssolutions.com

Solomon, M. R. (2012). Consumer behavior: Buying, having, and being (10th ed). Harlow: Pearson Education.