Giorgio Armani - The Businessman, the Designer and the Brand
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Giorgio Armani - Superstar Contd...
The house had been steadily profitable since it was set up in 1975. It was also one of the few stand-alone fashion houses in an industry moving toward huge multi-brand luxury conglomerates. Armani's fashion house had long resisted bids from bigger institutions like Moët Hennessy Louis Vuitton (LVMH) and Gucci, who were eager to add the profitable brand to their portfolios. In addition, Armani was one of the rare cases where a designer was also involved with the business side of his enterprise.
Because he was often alone in the infirmary, Armani spent a lot of time polishing his painting skills (which stood him in good stead when he became a designer). After completing his military service in 1954, Armani joined La Rinescente, Milan's largest department store, as a window dresser. He was later promoted as a buyer, in which capacity he made regular trips to London, where he sharpened his sense of style and fashion.
The designs became so popular that he officially launched his own label, Giorgio Armani, in 1975 with the setting up of Giorgio Armani SpA in Milan. Giorgio Armani SpA was set up with an investment of $100,000, part of which was raised by selling Armani's Volkswagen car. In the mid-1970s, a greater number of women began entering the work force and Armani was quick to tap this market. In 1975, he brought out a women's wear line using men's fabrics, and this proved to be a huge hit. Analysts later said that he was the pioneer of power dressing for women.
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