Welcome to Armani

All unique pieces: The trousers in S, the suit in M or the jacket in L - each piece is available exactly once in the Armani store on Düsseldorf's Königsallee. But the location of the shops and availability are only two characteristics of exclusivity. In a conversation with store manager Evangelos Tsangos, the master students Luxury, Fashion & Sales Management got a picture of the Armani philosophy, the concept of the stores and the collections of one of the most famous luxury brands in the world.

Because he was inspired by the figure of an employee, Giorgio Armani had all the mannequins built according to her model. It is these details that bear witness to the care and passion of the Italian fashion designer. Evangelos Tsangos also explained to the Cologne students how a collection is structured and which items are currently particularly in demand among customers. While sportsmen and sportswomen often visit the Düsseldorf store and ask for casual clothes, the glittering blazer is the bestseller in Asia. However, if the favourite item is out of stock, it becomes difficult to find a replacement. After all, artificial limitation is just as much a part of the luxury brand concept as high quality standards. The ISM students were able to convince themselves of this in several videos about the elaborate production of shoes and handbags. "The great thing about the excursion was that it took up a number of different modules from our lectures and made them tangible," explains ISM student Ines Schmitz. "By this I mean, for example, the subject of merchandising, setting up a shop or dealing with customers. The enthusiasm and the high level of identification with the brand were noticeable at every point". The student also finds the current development of labels particularly interesting: "With Armani Jeans, the fashion company offers products in the mid-price segment. Although this reaches the broad masses, it also dilutes the brand identity. How Armani deals with it is an exciting topic".


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