Giorgio Armani, the sole shareholder, Chief Executive Officer, President and chief designer of Giorgio Armani SpA which is one of the most profitable fashion houses, is quite qualified for the interlocking work of design, management, and marketing. Since the early eighties, he had been recognized as one of the most successful and well-selling designers in the global fashion industry. Teri Agins (2000) stated that Giorgio Armani is one of the world’s best-selling designer, a creator who was equal parts steak and sizzle-fashion and marketing. In addition, once, it was published in Forbes (Richard Heller 2001) that ‘Armani is unique. He’s the only designer in the world who has been able to combine real creative genius with a tremendously astute business sense.’
As an icon to fashion newcomers, stars and fans, Giorgio Armani has created a super fashion empire which owns 10 lines (Armani Prive, Giorgio Armani, Armani Collezioni, Emporio Armani, AJ Armani Jeans, A/X Armani Exchange, Armani Junior, Armani Casa, Armani Cosmetic and Armani Hotel), more than three hundred stores in thirty-six countries, thirteen factories all over the world and approximately five thousand employees. He keeps perfect balance between the role of designer and director. Mr. Armani was chosen as the world’s most successful designer by Forbes in 2000 and honored with a lifetime achievement in a 2004’s gala event organized by the Fashion Group International which is a global non-profit association with a membership of over 6000 professionals of achievement and influence representing all areas of the fashion, apparel, accessories, beauty, and home industries to commend his inapproachability talents and high status in fashion area. This article will be separated into three parts to wholly demonstrate Giorgio Armani’s major contribution and evaluate his status and impact in the field of fashion.
1. The Design Revolution Giorgio Armani brought