Giorgio Armani’s Unique Marketing Strategy
3. Conclusion

GIORGIO ARMANI: DESIGN REVOLUTIONARY
Giorgio Armani, one of the most famous fashion designers known by people of all ranks and classes in the world, is the undisputed genius of fashion. This Italian designer first made a name for himself by his menswear. Followed 1975’s successful menswear fashion show, he started designing chicly women’s wear in 1976. However, Armani leads the fashion trend at that time and indeed revolutionized the men’s and women’s dressing way, thus he was usually cited as the world’s best-recognized, most commercially successful, and personally wealthy designer. (Mary Lisa Gavenas, 2008)
‘Elegant’, ‘Masculine’ and ‘minimal’ are the commonest words to describe Armani’s style. All Armani’s cuts are simple, clean and as straight as possible. It nullifies the conflict between dignity and sex, between dress and power. It also produces an aesthetic beauty on the level of the liberation of social minorities and sexualities; acquires public importance through diffusion and mass culture, while remaining open to the imaginary and the sensual; creates narcissistic commodities no longer determined only by functionality, but also by such models of symbolic identification as gender and status. ( Germane Celant, 2000)

Iconic Design
As a fashion master, Giorgio Armani has created a significant number of design classics, such as ‘Pantsuits for women’, ‘Unconstructed Suit ‘, ‘Ethnic Style’ and ‘Casual Luxury’. But if we have to select one as his representative work, jacket, is the inevitable choice. It is generally known that Armani is dubbed as the king of jackets by mass media, not merely because he is the first person who designed the jacket in 1975, but also since he devoted to update it and make it iconic. For Giorgio Armani, one jacket was all it took to initiate his triumphant career and to change both the streetscape and ...