Giorgio Armani consolidating brands

Giorgio-ArmaniItalian designer Giorgio Armani says he plans to consolidate his various collections under three labels as the fashion company undergoes an internal restructuring.

Armani stated he will cease the Armani Collezioni and Armani Jeans brands. He said there will only be three lines: Giorgio Armani, Emporio Armani and A/X Armani Exchange labels starting with the spring-summer 2018 season.

Armani Collezioni and Armani Jeans will be blended into the main three lines.

“There was too much confusion with so many collections,” he said. “Times have changed, and we have to evolve.”

The designer announced the new brand strategy after his Emporio Armani show last week.

Armani said the Emporio Armani label will become a “cluster of ideas” referring to distribution both for retail and wholesale.

He said the brand’s goal is to serve a different public and added the diversification would help wholesale accounts to sell and display the collections.

This story first appeared on sister site, Inside Retail Asia.

 

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