Introduction
Giorgio Armani vs Emporio Armani are two names that come up a lot in fashion circles. Even if you have a mild interest in fashion, you would hear the name “Armani” up a lot. It is easy for confusion to set in. Some might think they are the same, imitations of each other, or wholly unrelated. This article clears up the confusion.
Giorgio Armani vs Emporio Armani are two labels under the Giorgio Armani Fashion House. The fashion house (a conglomerate, really) is sometimes referred to as just “Armani.”
This is important because the name Giorgio Armani refers to many things simultaneously. We clarify this below and go on to compare the two brands.
- Giorgio Armani
- Emporio Armani
- Giorgio Armani vs Emporio Armani
The Giorgio Armani Brand
Giorgio Armani is the name of the prominent Italian fashion icon and businessman. He is one of the most successful designers of Italian origin. He started the eponymous fashion house in 1975. In this section, we will look at the different things “Giorgio Armani” refers to:
- The man
- The business
- The flagship/original line
- The network of brands and subsidiaries
We will look at each of them in turn.
The Man
Armani was born on July 11, 1934. He initially pursued his dream of becoming a medical doctor at the University of Milan. After three years, he left medical school to join the army. After leaving the military, he went to work in the fashion world.
He worked for seven years as a buyer for La Rinascente, a department store in Milan, from 1957. After which, he began his career in fashion design, training with Nino Cerruti. He also worked with other designers, including Allegri, Bagutta, and Hilton.
In 1975, Armani launched his label with the help of Sergio Galeotti, his friend and business partner. His brand was to focus on ready-to-wear clothes for men and women.
In his own words, his approach was to “soften the image of men, and harden the image of women.” He organized fashion shows held at his 17th-century palazzo located on Via Borgonuovo in central Milan.
His clothes began to be featured in movies and on runways by actors and actresses. Wearing an Armani was a statement of minimalist luxury. This association drove increased awareness and sales for the brand.
Armani continued to grow the brand with complementary products, including perfumes, clothing accessories, a jeans collection, the lower-priced Emporio Armani, luxury LCD, cellular phone, sportswear, and limited-edition handmade couture.
He has received many honours, including Goodwill Ambassador for the United Nations High Commissioner for Refugees and the Council of Fashion Design of America (CFDA) International Award. Armani is the most successful Italian fashion designer and businessman, with an estimated net worth of over 5 billion US dollars.
He was the first to broadcast an Haute fashion show live on the Internet for his 2007 Armani Prive spring/summer collection fashion show.
The Business (& Fashion House)
With sales of more than 6 billion euros and 7,300 employees, Giorgio Armani is a high-fashion conglomerate with stores in more than 55 countries. It is Italy’s second-biggest fashion group. The Armani Fashion House is a network of highly successful subsidiaries with a consistent image irrespective of location or business line.
The business started with the original Giorgio Armani line. It has solidified this image and expanded into various business lines. Armani’s brand aesthetic is the relaxed, luxurious ready-to-wear to introduce ease and simplicity into high-end fashion. They are a symbol of excellence.
Pillars of the Armani Brand
There are three concepts at the core of the Armani brand.
- Quality. Armani uses only high-quality materials in all their products – from textiles and furniture to food and wine. The design and production of each product are by masters of the craft. Giorgio Armani himself primarily does the creation of the Giorgio Armani and Emporio Armani lines.
- Class. Armani products are characterized by exquisite presentation, high-brow locations, and excellent promotions. Their products have an artisanal quality that causes you to notice that they were carefully crafted and designed to be the very best.
- Exclusivity. Armani cultivates exclusivity in its products with a premium price, limited-edition products, limited and carefully monitored distribution channels.
Customers patronize Armani not just for its products but for the experience of class, luxury, style, and sophistication they communicate. This is consistently expressed in the company’s products, places, events, and marketing materials.
The Brands
The brands under the Armani house are divided into two key categories: fashion and lifestyle. The Fashion Brands are Armani brands that have to do with communicating the Armani aesthetic through clothes and clothing accessories. The Lifestyle Brands extend the original brand vision beyond fashion.
Fashion
Giorgio Armani
Giorgio Armani is one of the best high-end clothing labels in the world. Its target is high-net-worth individuals (HNWI). It created the globally renowned brand that other parts of the Armani empire rest on. The brand is synonymous with sleek, simple yet elegant looks. Their clothes and accessories resonate with customers who want to portray an image of casual sophistication.
Emporio Armani
Following the success of the Giorgio Armani brand for the high-end luxury market, Armani saw the need to expand its market to the young adult market. This market consists of young individuals who may not be able to afford the luxury prices of the luxury brand but want to be associated with the premium brand.
The solution? Emporio Armani, a label created to symbolize affordable luxury; tasty and aspirational, yet not prohibitively expensive. In marketing terminology, we call it a diffusion brand. The brand features ready-to-wear clothes and accessories.
Emporio Armani items are much cheaper than Giorgio Armani items.
Giorgio Armani Privé
This is a couture line from Giorgio Armani. Its focus is on high-end customers. It is only available through selected high-end stores like Harrods. This line is a made-to-order label and sells costly items. It is one of the most expensive clothing brands in the world.
EA7
EA7 is Armani’s sportswear lineup, including sports shoes, sweatshirts, accessories, and technical wear for people of all ages. It is the extension of the Armani ethos into the sports world. This lineup conveys a casual sporty appearance. Sports shoes sold under the EA7 label are created in collaboration with Reebok.
Armani Exchange
Armani Exchange, also written as A|X, is primarily for streetwear lovers, teenagers, and the mass market. It is the most affordable fashion line from the Armani Fashion House. It is meant to be more casual and fun. Clothes under this brand are designed mainly by designers other than Giorgio Armani himself. The clothes in this line are for everyday casual wear, as against the flagship Giorgio Armani or Emporio Armani brands.
Armani Jeans
Armani’s line of jeans for men and women was Armani’s entrance into this modern fashion staple. They produce jeans of all shapes and sizes meant to entice their customers into loving them. New designs are continually added to the lineup.
Emporio Armani Junior Collection
This is simply the extension of the Emporio Armani brand to the wardrobes of kids. It provides affordable fashion for children of ages 4 to 16.
Lifestyle
Armani / Casa
The Armani / Casa brand is an extension of the Armani ethos of simple style, luxury, and sophistication to the home interior design space. The brand designs bespoke, high-end furniture and living spaces. Their services are customised and are only available on demand.
- Armani / Dolci
- It is a premium confectionery brand birthed in collaboration with the famed Italian chocolatier Guido Gobino. In keeping with the Armani gene, the brand provides luxury wrapped in chocolate.
- Armani Hotels & Resorts
These are Armani’s forays into the hospitality industry in the spirit of Giorgio Armani. They are elegant, stylish, and exquisite. Currently, there are two locations: Dubai and Milano.
Armani/Clubs
It is an extension of the exclusive Armani/Prive lifestyle to the nightlife scene of various cities with prime locations, internationally acclaimed DJs, and signature cocktails. The clubs were conceived to embody the Armani essence and were designed by Giorgio Armani himself.
Restaurants
The Armani Restaurant experience is a proliferation of Armani’s sophisticated simplicity into the dining experience. Starting in 1998 with the Paris restaurant, Armani has launched more than 20 restaurants worldwide, with the original restaurant becoming a Michelin – starred restaurant. Some of the locations now include cafes, bars, and clubs.
Armani / Fiori (Floral Decorations)
This branch of Armani brings the Armani aesthetic to the world of flowers and floral decor. They have several dedicated boutiques all over the world. The first Armani/Fiori store, called the Armani/Manzoni, was opened in 2000. They also create made-to-order arrangements. Floral arrangements cost between 100 and 400 euros apiece.
Armani/Beauty
Armani/Beauty produces fragrances, perfumes, makeup, skincare products, and gift items that augment the wearer’s air of understated sophistication. You can order their premium products online or through speciality stores. They also provide consulting sessions for clients who would love a personal touch with their acclaimed beauty experts.
Armani / Silos
This is Armani’s vision of modern art space. The museum has four floors, with each dedicated to a different exhibition or theme. It is a window into what the Armani House thinks museums should look like.
Emporio Armani (EA)
Emporio Armani, also known as EA, is the extension of the Armani House, whose sole purpose is to meet the needs of younger and less wealthy customers. They produce good, durable items that are affordable to young people who want to partake in high fashion without spending big money. It is also a way to introduce the Armani life to the up-and-coming and prepare them to move onto the premium brands when they are ready.
Emporio Armani produces ready-to-wear clothes, accessories, eyewear, shoes, bags, cosmetics, perfumes, jewellery, ready-to-wear, and home interiors. They make both formal and casual wear. EA is considerably cheaper than other Giorgio Armani brands.
EA has been so successful that it has birthed sister brands and collections to capitalize on its success. These include EA 7 and Emporio Armani Junior Collection.
Giorgio Armani vs Emporio Armani
From our survey of the Armani empire, we can see that Giorgio Armani and Emporio Armani have a lot in common. Let us highlight them below.
Founding
The Giorgio Armani label started in 1975 at the inception of the firm. Emporio Armani began as a diffusion label in 1981
Price points
Giorgio Armani’s clothes typically cost thousands of dollars. The actual price of their clothes has to be determined on a case-by-case basis since they are made-to-order. Emporio Armani clothes start around $150, though they can range up to a thousand dollars.
Materials
Giorgio Armani uses only the best materials. Emporio Armani uses suitable materials, but that are of relatively lower quality. This ensures that Emporio Armani’s clothes remain accessible at a reasonable price even as they maintain high quality.
Range of products
Being a diffusion brand, Emporio Armani has more products to offer than Giorgio Armani.
Availability
Giorgio Armani’s pieces can be challenging to acquire, as their rarity and premium price are parts of their appeal. While Emporio Armani products are also sold only through selected distributors, they are readily available.
Demographic targets
The primary target of the Giorgio Armani brand is wealthy, sophisticated adults. A significant portion of their market is over 35 years of age. However, the main target of the Emporio Armani brand is young people between the ages of 20 and 30.
Styles and Trends
Emporio Armani emphasizes modern trends and uses modern elements and styles. This resonates deeply with their audience, who are young adults. Young adults are usually at the vanguard of fashion and culture. Emporio Armani tries to replicate this feel without losing its sophisticated appeal.
Conclusion
The confusion about Giorgio Armani starts with the many things Giorgio Armani stands for. This article has explained the different entities known as Giorgio Armani. We have also highlighted the difference between the flagship Giorgio Armani brand and the Emporio Armani brand.
