Luxury Armani Push-line a| X enters the fast fashion field

Absrtact: A few days ago, Italy luxury brand Giorgioarmani of the Vice line a| X (Armani Exchange) 's foray into the fast-fashion world has aroused concern in the fashion circle. As we all know, now the luxury industry for a variety of reasons and the recession, brands are trying to further cater to the city

A few days ago, Italy luxury brand Giorgio Armani line a| X (Armani Exchange) 's foray into the fast-fashion world has aroused concern in the fashion circle. As we all know, now the luxury industry for a variety of reasons and the recession, the brand is looking for ways to further cater to the development of the market, younger, real wear almost became the choice of all brands, but the hands of luxury line brands to hit the fashion brand is the first to hear.

Giorgio Armani to a|. X's new positioning is "the first global Italian fast fashion brand, its consumer group is still in the bones containing the" Armani DNA of young people. In other words, this decision is only a change in positioning, and this change in addition to the previous brand fans, but also may attract some potential fast fashion brand consumer groups, so that the entire group to bring more profits.

Giorgio Armani says it will be a| X to inject heavily, this is enough to see his optimistic about the fast fashion market, "fast fashion occupies the young vitality of the fashion industry a place." Giorgio Armani said, "I believe a| X will be one of the most dynamic brands in the world. ”

Giorgio Armani said these are not groundless, in recent years, the luxury market downturn, fast fashion brand but rapid rise, with the vagaries of the style, rapid update speed and the price of the pro-people won many consumers. It also makes all the fast fashion brands keep opening new stores. Far from saying, according to the data of the joint Business Network, 2013 only the Chinese market has nearly thousands of fast fashion brand open shop.

Also, fast fashion brands have been married to luxury brand designers years ago, Karl Lagerfeld, Donatella Versace, Stella McCartney, Roberto Cavolli, viktor& Rolf and so on with the fast fashion brand cooperation. A piece of Versace for the h&m design of the fur in 2000~3000 between the yuan, the dress less than 1000 yuan. Although higher than the normal price of h&m, but far below the Versace price. So when the listing often attracted looting, this marriage means has become a fast fashion brand tried to sell the way.

In addition, in recent years, a fast fashion brand began to dabble in high-end areas, such as Uniqlo designers directly involved in the as series, H&m last year launched the high-end series &other stories. But in terms of feedback, these fast fashion brand high-end road and not good to go, because the price is high, but also from the fast fashion brand hand, and the designer has no relationship, consumers do not buy.

From this point of view, perhaps Giorgio Armani considered by the luxury brand to the fast fashion brands to transform the path more reliable, after all a| X's DNA is a luxury brand, and Giorgio Armani sits on the grid.

Mention Giorgio Armani, people first thought is his designer's identity, but don't forget he is still a businessman, Giorgio Armani by his 100% owned, this in the fashion industry has become a unique myth. He has his own set of management and marketing strategies that can stand for 39 years in a highly competitive fashion circle and maintain absolute control and independence.

Giorgio Armani, now 80 years old, has a multiple job as chairman, Chief executive officer and creative director in his own fashion empire, and every decision is made to make his fashion empire a better place to go. Although the first crab-eating people always have some risk, but there is no risk to success? What would be the result of a fast fashion for luxury brands, it seems only time to give us the answer.