BRAND ARCHITECTURE
&
BRAND STRATEGY
Of
Armani & L'Oreal
Submitted by:-
Mowlya S. Shetty
MFM
NIFT
(JODHPUR)
Brand Architecture
• Brand architecture is the structure of
brands within an organization entity.
• The architecture should define the
different leagues of branding within the
organization; how the corporate brand
and sub-brands relate to and support
each other; and how the sub-brands
reflect or reinforce the core purpose of
the corporate brand to which they
belong.
Types of brand architecture
• Corporate brand , Umbrella brand and
Family brand
• Endorsed brand and Sub-brands
• Individual Product brand
BRAND
ARCHITECTURE
&
BRAND STRATEGY
OF
ARMANI
Giorgio Armani - the ultimate fashion
brand
ØGiorgio Armani -President and Chief Executive
Officer of the Armani Group and sole share holder of
Giorgio Armani
Ø
ØToday the Armani brand architecture encompasses
one corporate brand and five sub-brands, each
catering to different sets of target customers and at
different price levels.
Ø
ØArmani has been using the corporate brand name
in all its sub-brands, and across all its offerings, it is
indeed a double-edged sword.
Ø
ØOne of the many reasons that these brands diluted
their brand equity was because they used their
brand names on a very wide range of products
Ø
Brands Product Target Price
Signature Armani line Consumer
Armani suits, Oscar gowns and 35-50yrs Ultra-premium
so on
Uch a
Armani Collezioni Armani line Slightly lower market 20% lower the main line
segment
Emporio Armani Contemporary designs 25-35yrs affordable
Armani Jeans Jeans collection 18-30yrs Lowest range
A/X Armani Exchange Apparels & accessories Affordable and available at
retail
Armani Junior Children label 10-15yrs High price
Armani Baby Instant label 0-3yrs High price
Armani Skin care, High price
Cosmetics cosmetics,
Armani Casa perfumes, colognes
Home interior High-end
home collection
Armani Prive Haute couture customize High price
Armani Hotels Hotel and resort Business class High price
Ø Armani had extended into multiple other
categories such as Armani- branded
Fiori (flower), Armani Dolci
(Confectionary)
The following is a general timeline of the designer’s life and
•
business achievements through the end of the 20th
Century:
• 1934: Armani is born in Piacenza, Italy, where he grows to
study medicine
•
• 1957: Armani abandons his medical studies and begins work
as a visual merchandiser and buyer for Italy’s leading
department store, La Rinascente
•
• 1964: Armani begins working for Nino Cerutti, where he
learns tailoring and materials in menswear
• 1970: Armani and Sergio Galeotti establish a freelance
fashion design studio, doing contract design for various
manufacturers including Gibo , Sicons, Boulevard and
Montedoro.
•
• 1974-5: The first Giorgio Armani menswear collection is
produced under license from GFT, followed by his first
womens wear collection. Jackets and evening dresses
were an instant hit.
•
• and moved to competitor Safilo
•
• 1975-82: Armani establishes vast line extensions, including Giorgio-
Armani-Borgonuovo 21 (men’s and women’s); Giorgio Armani-Le
Collezioni (men’s worldwide and women’s N. America); Mani (men’s
N. America and women’s ROW); Armani Junior; Armani
Underwear, Swimwear and Accessories; Emporio Armani; Armani
Jeans; and, Armani Bridal Collection
•
• 1982: TIME Magazine dedicates a cover to Armani, who is the first
designer to be featured on the cover since Christian Dior
•
• 1984: Armani ventures into brand extension through the launch of
Armani Fragrance, the license of which is ongoing with L’Oreal
•
• 1987: Armani continues brand extension in Armani Eyewear through a
licensing agreement with Luxottica, which was cancelled 3 years ago
• 1991: Armani offers further brand extension on the US market through
the launch of Armani Exchange
•
• 1990-2000: Armani practices business consolidation and vertical
integration by acquiring production facilities and direct retail
ownership, and establishing additional Joint Ventures in production
and distribution
•
• 2000: Armani launches his first online store, [Link],
on the US market, as well as his line extension into house wear with
Armani Casa
•
• 2005: Among his numerous line extensions, Armani launches Armani
Prive, his first haute couture collection. He provides live online
streaming of the collection’s first runway show via [Link]
•
•
• 2006: Armani gets ahead of the game in Corporate Social
Responsibility by joining (RED), an organization
committed to fighting AIDS in Africa
•
• 2007: Armani launches another online store – this time for
the Emporio Armani line – on the US market, along with
associated blogazine and soundtracks
at [Link]
•
• 2008: Armani launches one of the first online luxury stores
for a singular brand on the European market with
Emporio Armani
Brand Extension
1975: Ready-to-wear (RTW)
•
1980s: RTW + Accessories
1990s: RTW + Accessories + Men’s Accessories
+ Home
2000s: RTW + Accessories + Men’s Accessories
+ Home + Home Expansion + Watches &
Jewellery + Hospitality (Hotels & Resorts)
+Restaurants + Nightclubs + Chocolates (!)
….
L'Oreal Group
BRAND
ARCHITECTURE
&
BRAND STRATEGY
Of
L'Oreal
L’oreal
The L'Oreal Group is the world's largest cosmetics and
beauty company
Founded :- 1909
Founder(s) :- Eugene Schueller
Headquarters:- Clichy, Hauts-de-Seine
Brand Strategy:- Individual Product Brand
•LANCOME GIORGIO ARMANI
•RALPH LAUREN
•CACHAREL HELENA RUBSTEIN
•DESEL
•KEHL’S SHU VERMA
L'Oreal Brands
LUXURY ACTIVE
PRODUCT PRODUCT
DIVISION DIVISION
Prestigious Products sold in
which offer pharmacies and
specialist
customers retailers by advice
products and from pharmacists
premium and
service in dermatologists
department
stores and
retail outlet
Example of one of each product division
•
o Consumer - Garnier
o Professional – Kerastase Paris
o Luxury-Ralph Lauren
o Active- Vichy
o Body Shop
o
Brand architecture of consumer
product
Brand Architecture of Professional
Product
Soleil
Specifique
Brand Architecture of Luxury Product
Romance
for men
Romance
Brand Architecture of Active Cosmetics Product
Novadiol
Normaderm Myokine
Thermal Fix Vichy men
References:-
§ [Link]
Architecture
§ [Link]
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§
THANK YOU
