Recently Director of Women’s Wholesale with Giorgio Armani, Julia Alarcon visited Saks Fifth Avenue Boston location. She introduced the Spring/Summer 2018 collection that hit the runways and educated on the restructuring of the companies many divisions.
Consolidation is the new black and Giorgio Armani is the latest designer to announce a new brand strategy, he revealed his decision to cease the Armani Collezioni and Armani Jeans brands and use only the Giorgio Armani, Emporio Armani and A|X Armani Exchange names. The new strategy will be effective starting with the spring 2018 season. Armani Collezioni and Armani Jeans will be blended into those three main lines. Armani is the latest in a string of designers and companies that have streamlined collections, including Ralph Lauren, Burberry, Marc Jacobs, Dolce & Gabbana and Paul Smith.
The idea of these new changes is to represent the brand in a different way to the customer’s benefit. The name Emporio Armani emphasizes an “emporium,” Armani told WWD. In highlighting the brand’s nature, bringing these two lines under it will only further give the label a more expansive reach. Overall, customers will be able to have a more one-stop-shop experience by seeing the Armani Collezioni and Armani Jeans incorporated into the main lines.
Armani said the goal was also to “serve a different public, showing different lines within one single space. Customers want to enjoy the shopping experience. Their request is to be entertained. We should keep in mind the meaning of the name Emporio,” the designer said. “It should be an emporium.”
At the same time, he claimed this diversification would help wholesale accounts to sell and display the collections. “There will be advantages in carrying jeans under the Emporio label, for example.
“There was too much confusion with so many collections,” the designer continued. “Times have changed and we have to evolve.”
You can read more about the combining collections view and shop the current classic chic styles at Armani.com
Cover – Photo from Vogue.com
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