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An Analysis of ‘Giorgio Armani’

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An Analysis of ‘Giorgio Armani’
FASHION RESEARCH, MARKETING AND TREND FORECASTING

An Analysis of ‘Giorgio Armani’
Victoria Joana Scherer
Due: 14.12.2012
Word Count: 2219 +/- Abstract, Introduction and Conclusion not included

Table of Contents Abstract 4 Introduction 5 1. Analysis of the socio-cultural framework 6 Social trends 6 PETA activists 6 Size Zero 7 Cultural evolution 7 Economical evolution 8 2. Analysis of the fashion trends/fads affecting the brand 9 Mood-board 9 Description of major fashion trends 12 Colours 12 Fabrics/ Materials 13 Silhouettes 13 3. Brand scan 14 Analysis of targets/ customers 14 Positioning 14 Marketing Mix 16 Analysis of fashion collections 16 Competitive benchmarking compared to main competitors 17 SWOT Analysis 17 4. Definition of a forecasting plan 18 Branding (image and recognition) 18 Collection architecture 18 Distribution plan 19 Communications 19 Conclusion 20 Overall recommendations 20 Appendix 21 1.1 21 Bibliography 22 Articles 22 Books 22 Images 23 Press Release 23 Websites 23 Youtube 24

Abstract
The following fashion brand forecasting plan stories Giorgio Armani’s previous and current designs, analyzing in terms of existing strategy, and market research. In the process of researching I paged through newspapers, extensively, many magazines, viewing past catwalks, scrutinized the internet media; in order to depict a sense of chosen colour, fabrics and styles, hence propose a new complete strategy.
The project analyzes the four key aspects of: 1. Analysis of the socio-cultural framework (mainstreams in terms of social trends, cultural and economical evolution) 2. Analysis of the fashion trends/fads affecting the brand 3. Brand scan (analysis of targets/customers; fashion collections, competitive benchmarking compared to 2/3 competitors) 4. Definition of a forecasting plan
The reason for me to choose this brand is that I did a summer internship which


Bibliography: | Modeopfer. "Modelabel Giorgio Armani." Modeopfer 110. N.p., 15 May 2012. Web. 13 Dec. 2012. <http://www.modeopfer110.de/mode/labels/giorgio-armani.html>. | Books | | | McKelvey, Kathryn, and Janine Munslow. Fashion Forecasting. Chichester, U.K.: Wiley-Blackwell, 2008. Print. | Images | | | * "Google." Google. N.p., n.d. Web. 13 Dec. 2012. | | * http://image.rakuten.co.jp/playerz/cabinet/ax/img55589066.jpg | | * "2011 Esc Pau Armani Final Ppt." 2011 Esc Pau Armani Final Ppt. N.p., n.d. Web. 13 Dec. 2012. | | * "Armani.com Online Store - Autumn-Winter Collection 2012-13." Armani.com-Online Store | * "ELLE – Home - Fashion, Kollektionen, Models, Designer, Mode, Style, Trends." ELLE – Home. N.p., n.d. Web. 13 Dec. 2012. | | * "Fashion News, Latest Trends, Catwalk Photos & Designers (Vogue.com UK)." Vogue UK | * "Mode, Trends, Beauty Und People - VOGUE." VOGUE. N.p., n.d. Web. 13 Dec. 2012. | | * "Oil Rich." ELLE | * "Peta.de." :: Pinocchio Armani. N.p., n.d. Web. 13 Dec. 2012. <http://www.peta.de/web/pinocchioarmani.1842.html>. | Youtube | | | * James Bond 007 Skyfall | International Trailer (2012) & Gewinnspiel." YouTube. YouTube, 31 July 2012. Web. 13 Dec. 2012. <http://www.youtube.com/watch?v=tveYIIM1qf8>. | --------------------------------------------
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