What makes Armani?

The Italian designer Giorgio Armani born July 11 1934, aged 79 Pianenza, Italy. Over his career he has developed a variety of different labels associated with the Armani brand. These include;  Armani Collezioni, Emporio Armani, Armani Jeans, Armani exchange, Armani Junior, Armani Casa. He is one of the only fashion designers that still has and holds everything in his name. Armani’s success is demonstrated by his ability to turnover 1.6 billion annually, and is believed to have a personal fortune of more than 8.5 billion in 2013.

images (12)410_1Armani_Milan_office

When I was in Milan for Via La Moda, the Italian Fabric Fair, I  had the privilege meeting him dressed in my Armani suit whilst in his coffee shop.  He immediately started to speak with me in Italian, yet embarrassingly enough I had to admit I was not Italian. He is all of five foot two and enough energy to blow a house down. A true retailer.

I was hyperventilating through excitement and as I always travel on my own I had to pretend to be ‘sophisticated’.  His department store located in the Golden Triangle of Milan is the most impressive floor space of commercial retail that I have seen. People queue to enter. From his own personalized bookstore to shoes and flowers, where I watched as he demanded his staff member to rearrange the dead flowers. No photos are allowed to be taken in store as people rudely continue to copy his styling. Downstairs was a full floor of Armani furniture and ‘Sony’ designed by Armani.


What is my fascination?

It is his dedication to a solid business and clean living,  you will never see Giorgio shot!!!!

His simple styling with beautiful fabrics, together with marketing is what makes the Armani brand. Giorgio’s professionalism is not to be surpassed, you can see this as he stands at the cash register and says hello to every customer, whilst asking them what they have purchased.

A jacket that retails in Collins Street would be significantly less in Milan. What’s worse is that we only get a quarter of the merchandise they stock.  This is because as we do not have the high turnover of sales due largely to the competition of other International European based brands.


Giorgio Armani is the President and Chief Executive Officer of the Armani group and sole share holder of Giorgio Armani S.p.A., one of the worlds leading fashion and lifestyle design houses. With 5000 direct employees, 13 factories and a direct network of 500 exclusive retail stores in 46 countries worldwide, Armani has made it. Under Mr Armani’s direction, Giorgio Armani S.p.A today stands as one of the few remaining independent, privately owned companies in its sector. He demonstrates a solid business strategy that has capitalized on the worldwide strength and reached the true potential of the Armani brand.

Amanda Morgan
Pretty Porter