The past few years have been a challenge for global fashion leaders as the change in consumer trends and shifts in the fashion system have forced them to innovate beyond the limits of fashion clothing, as evidenced by the increased manufacturing of products away from the traditional clothing business.
Although fashion firms have successfully tackled the amplified pressure from consumers with the creation of new technologies and the incursion into new markets, slowing economic growth and increased transparency requirements keep putting pressure on the need to innovate and further become efficient with company operations.
The brand Armani is no exception to the market, and its founder and CEO Giorgio Armani are constantly looking to find niche opportunities within the fast-changing high-end fashion industry.
Born on July 11, 1934, in Italy, Giorgio Armani became an icon in the fashion world with the creation of Armani in 1975 in Milan.
The brand, which designs, manufactures and distributes a variety of products within the fashion and luxurious lifestyle industries, reached worldwide popularity in the 1980s when his men’s “power suits” were used on famous TV Series Miami Vice and the 1980 film American Gigolo.
The fashion behemoth started expanding its product line into many sectors in 1989 with the opening of its first restaurant and has since stepped into many other industries, including watches, cosmetics and even hotels in major cities such as New York, Paris, and London to name a few.
Armani is a booming brand with its last reported revenues close to AUD 2.5 billion. Given the wide range of products and status of its operations within the luxury industry, one might think that the brand’s legacy was complete, in reality, its empire has always missed a key product: Luxury jewellery.
One can argue that product lines Armani and Emporio Armani already produce jewellery, however, the reality is that the products did not reach the “luxurious” jewellery status.
With the introduction of its “Haute Joaillerie Giorgio Armani Privé” earlier this year in its Madison Avenue boutique in New York, Armani placed its foot in an industry where high-quality precious metals and meticulous artisan skills are indispensable elements for success.
The debut collection is select and portrays exclusivity, as the colour and shape of its 20 pieces inspire a breeze of tranquillity, high class, and elegance due to the use of precious, high-quality stones such as diamonds, sapphires, rubies, red agates, grey Tahitian pearls, coral and onyx.
The limited collection was meticulously handcrafted under high standards, as all the pieces were handmade by the top of the chain Italian jewellers under the supervision of the brand’s renowned couturier.
Necklaces, bracelets, rings, and earrings from the Art Deco collection were inspired in the brand’s latest Armani Privé haute couture collection for Spring/Summer 2019.
The exclusive collection, which prices its jewellery between 17,600 and 167,000 euros, was created in accordance with international policies and strict industry norms that met social and environmental regulatory processes, thus meeting customer demands and increasing presume from society to meet environmental and social friendly standards.
Although the introduction of a product into a new market would be the first step towards building a renowned reputation for many companies, the long-standing history of Armani allows the brand to leap to the top, and places it in the “brands to consider” list for customers who are seeking to buy luxurious jewellery.
Armani is undoubtedly one of the biggest high-end brands worldwide, and it will keep its position with its constant aim to innovate luxury goods and effort to meet increased customer demands.
By M.Elise