Armani

Armani is a prestigious Italian luxury fashion house founded in Milan in 1975 by Giorgio Armani, a renowned Italian fashion designer. The brand is famous for its elegant haute couture, ready-to-wear clothing, leather goods, shoes, accessories, and home interiors.

Armani is Italy’s third-largest fashion group after Gucci and Prada.

Short history of Armani

Giorgio Armani himself was born in 1934 in Piacenza, Italy. Initially, he pursued medical studies but left to join the military, later transitioning into fashion, where he started as a window dresser and buyer at Milan’s La Rinascente department store. He gained early experience working with designer Nino Cerruti before launching his own label with business partner Sergio Galeotti in 1975. That same year, Armani presented his first men’s ready-to-wear collection, followed soon after by a women’s line, establishing a new fashion identity centred on relaxed elegance, minimalism, and timeless sophistication.

Armani’s style was revolutionary for its time, focusing on comfort, natural elegance, and unstructured silhouettes with neutral colour palettes, which contrasted sharply with the flashy and extravagant fashion trends of the 1970s and 1980s.

The brand gained widespread recognition after its clothing was featured in the 1980 film American Gigolo, worn by Richard Gere, boosting its popularity 8. globally.

The company remains privately owned by Giorgio Armani, who is the sole shareholder, and oversees a global retail network of over 500 stores.

What is Armani all about?

The brand is known for its signature style of relaxed yet luxurious ready-to-wear and sophisticated evening wear.

Armani revolutionised fashion by softening men’s clothing and empowering women with tailored suits, blending masculine and feminine aesthetics.

Armani’s influence extends beyond fashion into art and culture, reflecting Giorgio Armani’s appreciation for the arts.

The brand is built on pillars of class, quality, and exclusivity and is considered one of the most respected and valuable luxury fashion companies worldwide.

Armani also strategically took control over production by acquiring manufacturing companies and reducing reliance on external licenses to maintain quality and brand integrity.

What do they have to offer?

Armani operates several sub-brands targeting different market segments. The Giorgio Armani collection is the main luxury line, while Armani Privé is the haute couture collection.

Emporio Armani offers a trendy ready-to-wear range, and Armani Collezioni provides more accessible luxury.

Armani Exchange and Armani Jeans are casual, youthful lines.

The company also licenses its brand for eyewear (with Luxottica) and fragrances/cosmetics (with L’Oréal).

The Giorgio Armani brand caters to senior executives and well-established professionals, whereas Emporio Armani is recognised for modern, minimalist aesthetics suitable for younger professionals, offering a wide range of apparel, accessories, eyewear, watches, and jewellery.

Armani Exchange targets young urban professionals and university graduates with clothing, eyewear, and watches at more affordable prices.

Armani Beauty encompasses luxury fragrances, makeup, skincare, and gifts for both men and women.

Popular products include Luminous Silk Foundation, Crema Nera Supreme Anti-Ageing Cream, and iconic fragrances such as Acqua di Gio, Armani Code, and My Way.

In 2017, the brand structure was streamlined into three main retail tiers: Giorgio Armani, Emporio Armani, and Armani Exchange, while Armani Privé remains separate as haute couture.

What is the user experience like?

The design of the Armani website reflects the brand’s core values of elegance, sophistication, and modern luxury, consistent across its various lines such as Giorgio Armani, Emporio Armani, Armani Exchange, Armani Casa, and EA7.

The site uses simple, clean lines and perfect proportions, mirroring the Armani/Casa philosophy of minimal style enriched by elegant materials and finishes to create a sophisticated atmosphere.

The site is organised into distinct sections for different Armani lines (e.g., Giorgio Armani, Emporio Armani, Armani Exchange, EA7), each showcasing collections for men, women, and sometimes children, as well as accessories and lifestyle products.

High-quality images and lookbooks present seasonal collections, emphasising the brand’s timeless style and modern design. For example, the Giorgio Armani section highlights refined elegance with curated fall/winter and spring/summer collections.

The site offers tailored experiences such as the Made to Measure service for customised menswear, featuring an innovative digital configurator to personalise fabrics, cuts, and details, enhancing the luxury shopping experience.

The website offers smooth transitions between sections, responsive menus, and accessibility features that contribute to a seamless shopping experience across devices.

Armani maintains a strong presence across multiple social media platforms through its various brands, including Giorgio Armani, Emporio Armani, and Armani Exchange.

In total, Armani manages over 30 social media profiles globally, including 25 Facebook pages, 2 Twitter handles, 2 Instagram accounts, 2 YouTube channels, and 1 LinkedIn account, showing a broad and diversified digital footprint.

What are the prices like?

Armani’s pricing reflects its luxury positioning, with beauty products often under $100, while apparel and watches range from mid-hundreds to over two thousand dollars for premium items.

Shirts and polos range approximately from $95 to $275, suits can range from about $1,135 to $2,195, depending on style and fabric, and sneakers and shoes typically range from $295 to $475.

Watches for men vary widely, generally from around $100 to $400+, with many styles available in the $200-$350 range.

Fragrances such as Acqua di Giò Eau de Toilette range from about $46.50 to $185, depending on size and type, and foundations like the Luminous Silk Natural Glow Foundation are priced around $48 to $69.

Pricing and availability can vary by retailer and specific Armani line (Armani Exchange, Armani/Privé haute couture fragrances).

What are their shipping options?

Within the US, Armani offers free standard ground shipping on beauty orders over $75 and fashion orders over $150, with express options available for additional fees. Ground shipping generally takes 3-6 business days and costs $8 for orders below $75. Other shipping options include 2-day shipping for $15 and next-day shipping for $20.

International shipping costs depend on the items, shipping method, and destination. Shipping is available to many countries, with costs and delivery times varying accordingly.

Conclusion!

Armani is a symbol of Italian luxury fashion, blending timeless elegance with modernity, and remains a major force in the global fashion industry thanks to the vision and leadership of its founder, Giorgio Armani.

The site is designed to provide an immersive, elegant, and user-friendly online experience that aligns with the brand’s luxury identity and diverse product offerings.

Armani stands out for its timeless elegance, quality, and strong brand equity, making it a top choice in luxury fashion.

However, its high prices, and some dated product aspects are challenges the brand continues to navigate.