A R Meps E 2010
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APRIL 2010 COLLECTIONAPRIL 2010 COLLECTION
March 2010March 2010
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INDEXINDEX
• Giorgio Armani NewsGiorgio Armani News
• Positioning and CompetitorPositioning and Competitor
• Brand Personality Brand Personality
• April 2010 optical collectionApril 2010 optical collection
• Ranking proposalRanking proposal
• Price positioning proposalPrice positioning proposal
• Marketing activities Marketing activities
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GIORGIO ARMANI NEWS GIORGIO ARMANI NEWS
The first Armani Hotel in the world The first Armani Hotel in the world
February 2010: Exclusive location at the Burj February 2010: Exclusive location at the Burj
Khalifa to the hotel which will open on 18 March Khalifa to the hotel which will open on 18 March
2010. 2010.
The Armani Hotel Dubai presented the online The Armani Hotel Dubai presented the online
booking system that gives the possibility to make booking system that gives the possibility to make
reservations in real time through the web sitereservations in real time through the web site
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GIORGIO ARMANI NEWSGIORGIO ARMANI NEWSVIP IN GIORGIO ARMANIVIP IN GIORGIO ARMANI
Clive OwenClive Owen
Richard Hambleton Richard Hambleton New York New York
BeyoncéBeyoncé
Grammy AwardsGrammy Awards
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GIORGIO ARMANI NEWSGIORGIO ARMANI NEWS
VIP IN GIORGIO ARMANIVIP IN GIORGIO ARMANI
January 2010: Giorgio Armani developed Lady Gagà outfit for the Grammy January 2010: Giorgio Armani developed Lady Gagà outfit for the Grammy Awards.Awards.Special sunglasses have been developed by Safilo together with GA Style Dept.Special sunglasses have been developed by Safilo together with GA Style Dept.The sunglasses have been worn by the singer during her performance The sunglasses have been worn by the singer during her performance broadcasted worldwide.broadcasted worldwide.
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PR
EM
IUM
HIG
H E
ND
DIF
FU
SIO
NM
ED
IUM
Cartier
Fred
Dunhill
Boucheron
Bulgari
Montblanc
GIORGIO ARMANI
JEW
ELLER
Y
P. Ralph Lauren
Max MaraBurberry
Versace
Valentino
Replay
Persol
RayBan
Vogue
GucciPrada
Chanel Dolce&Gabbana
Dior
Ferrè
Roberto Cavalli
Silhouette
D&G
Miss Sixty
Diesel
Philip Starck
Alan MikliFace A Face
Oliver PeopleTheo
Roth
PR
ICE
CLASSIC FASHION DESIGN
EMPORIO ARMANI
cK
Tom Ford
Just Cavalli
Hugo Boss
Persol
Positioning and CompetitorPositioning and Competitor
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BRAND PERSONALITY AND POSITIONINGBRAND PERSONALITY AND POSITIONING
Consumer Consumer targettarget
PricePrice
DistributionDistribution
StyleStyle
ProductProduct
• SelectiveSelective
• Elegant andElegant and “under-stated” for man and “under-stated” for man and glamourous for woman.glamourous for woman.
• High qualityHigh quality
• Materials research Materials research
• Limited/Special editionsLimited/Special editions
• High: man sun coreHigh: man sun core 189-206 euros; woman:185-246 euros189-206 euros; woman:185-246 euros
man eyesight core man eyesight core 174-227 euros174-227 euros; woman: 203-240 ; woman: 203-240 euroseuros
• Adult men and womenAdult men and women
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APRIL OPTICAL 2010 COLLECTIONAPRIL OPTICAL 2010 COLLECTION
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NEW COLORSNEW COLORS
GA 732GA 732
GA 745GA 745
CODE FRONT COLOR TEMPLE COLOR DETAILS
QP2 BRONZE BROWN METAL PART PALLADIUM/LOGO PALLADIUM
27H MATTE DK RUTHENIUM BLACK METAL PART PALLADIUM/LOGO PALLADIUM
CODE FRONT COLOR TEMPLE COLOR DETAILS
QP2 BRONZE BROWN METAL PART PALLADIUM/LOGO PALLADIUM
27H MATTE DK RUTHENIUM BLACK METAL PART PALLADIUM/LOGO PALLADIUM
CODE FRONT COLOR TEMPLE COLOR DETAILS
IZS BROWN HORM BROWN HORN PALLADIUM LOGO/INSERT
CODE FRONT COLOR TEMPLE COLOR DETAILS
1FT HONEY HORN HONEY HORN PALLADIUM LOGO/INSERT
GA 786GA 786
GA 787GA 787
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CODE FRONT COLOR TEMPLE COLOR DETAILS
MNC HAVANA/MATTE PALLADIUM MATTE PALLADIUM TEMPLE TIP BLACK/INSERT HAVANA
URF HAVANA/BRONZE BRONZE TEMPLE TIP BLACK/HAVANA
CODE FRONT COLOR TEMPLE COLOR DETAILS
011 MATT PALLADIUM MATT PALLADIUM TEMPLE TIP GREY/INSERT GREY
GA 793GA 793
NEW COLORSNEW COLORS
GA 792GA 792
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• 10 MODELS10 MODELS
MAN: MAN: • Enlargement of the “New optical collection” family :Enlargement of the “New optical collection” family :
• New shapes New shapes • Titanium stylesTitanium styles
• Enlargement of the “contemporary” offer Enlargement of the “contemporary” offer
WOMAN: WOMAN: • Enlargement of the “New optical collection” family, throuch 2 new shapesEnlargement of the “New optical collection” family, throuch 2 new shapes• Strengthen of the ADV concepts: the development of new shapesStrengthen of the ADV concepts: the development of new shapes
OBJECTIVES APRIL 2010 OPTICAL OBJECTIVES APRIL 2010 OPTICAL COLLECTION COLLECTION
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New modelsNew models ManMan WomanWoman TotTot
PlasticPlastic 22 33 55
MetalMetal 44 11 55
TotTot 66 44 1010
APRIL OPTICAL 2010 COLLECTION: APRIL OPTICAL 2010 COLLECTION: 10 MODELS10 MODELS
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THE NEW OPTICAL COLLECTION
NEW SHAPES
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TRANSVERSALITY
TIMELESS STYLE
(NOT SEASONAL CONCEPTS)
HIGHLY RECOGNIZAB
LE
CONSISTENCY WITH
THE BRAND ESSENCE
REVALUATING THE
HERITAGE OF THE BRAND
CRAFTMANSHIP AND
QUALITY
THE NEW OPTICAL COLLECTION
KEY POINTS
THE NEW OPTICAL COLLECTION
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CRAFTMANSHIP POLISHING
MANUALINSERTION OF
HINGES
PIN REBEATING
CONTROL OF FINISHED PRODUCT
SMOOTHENING
PLASTIC METAL
VERTICAL WHEEL POLISHING
PARTS MANUAL
ASSEMBLY
MANUALCOLORING
MANUAL VARNISHING
THE NEW OPTICAL COLLECTION
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CRAFTMADE POLISHINGTo give a natural shine finishing, avoiding use of varnish.
5 ARM HINGETo give the most
comfort and stability to the glasses.
RIVETSRiveting craftsmanship, typical detail coming from the ‘50s eyewear.
PURE NATURAL ACETATE
PERSONALIZED WIRE COREEngraved extended logo on the metal wire core.
REVIEW IN A MODERN KEY TO BLEND SEAMLESSY CLASSIC ELEMENTS FROM THE GIORGIO ARMANI COLLECTION WITH PROGRESSIVE STYLING TO CREATE A LOOK THAT IS BOLD AND TIMELESS.
BOLD PLASTIC: BOLD PLASTIC: CRAFTMANSHIP COMEBACKCRAFTMANSHIP COMEBACK
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GA 806GA 806MAT: ACETATEMAT: ACETATE
MIS: 53-17-140MIS: 53-17-140 55-17-14055-17-140
GA 806GA 806
Man Man Concept: Plastic Bold Concept: Plastic Bold
CODE FRONT COLOR TEMPLE COLOR DETAILS
PD9 HONEY HONEY PALLADIUM
Y6C BLACK BLACK CRYSTAL PALLADIUM
X2G BLUE BLUE PALLADIUM
EFB DARK ORANGE DARK ORANGE PALLADIUM
05L HAVANA HAVANA PALLADIUM
086 DARK HAVANA DARK HAVANA PALLADIUM
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GA 803GA 803
GA 803GA 803MAT: ACETATEMAT: ACETATEMIS: 53-17-140MIS: 53-17-140
Woman Woman Concept: Plastic BoldConcept: Plastic Bold
CODE FRONT COLOR TEMPLE COLOR DETAILS
807 BLACK BLACK PALLADIUM
86L BROWN BROWN PALLADIUM
LHF OPALE BURGUNDY OPALE BURGUNDY PALLADIUM
Q61 VIOLET CRYSTAL VIOLET CRYSTAL PALLADIUM
Q0X PINK CRYSTAL PINK CRYSTAL PALLADIUM
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GA 804GA 804
GA 804GA 804MAT: ACETATEMAT: ACETATEMIS: 50-18-135MIS: 50-18-135
CODE FRONT COLOR TEMPLE COLOR DETAILS
807 BLACK BLACK PALLADIUM
86L BROWN BROWN PALLADIUM
LHF OPALE BURGUNDY OPALE BURGUNDY PALLADIUM
Q61 VIOLET CRYSTAL VIOLET CRYSTAL PALLADIUM
Q0X PINK CRYSTAL PINK CRYSTAL PALLADIUM
Woman Woman Concept: Plastic BoldConcept: Plastic Bold
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CRAFTMADE POLISHINGTo give a natural shine finishing, avoiding use of varnish.
5 ARM HINGETo give the most comfort
and stability to the glasses.
RIVETSRiveting craftsmanship, typical detail coming from the ‘50s eyewear.
PURE NATURAL ACETATE
COLORSMultilayer quality acetate.
PERSONALIZED WIRE COREEngraved extended logo on the metal wire core.
A RETURN TO ARMANI STYLES ROOTS TO BLEND SEAMLESSY CLASSIC ELEMENTS FROM THE GIORGIO ARMANI COLLECTION WITH PROGRESSIVE STYLING TO CREATE A LOOK THAT IS LIGHT AND TIMELESS.
LIGHT PLASTICLIGHT PLASTICCRAFTMANSHIP COMEBACKCRAFTMANSHIP COMEBACK
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GA 807GA 807MAT: ACETATEMAT: ACETATE
MIS: 50-16-145MIS: 50-16-145 52-16-14552-16-145
GA 807GA 807
Man Man Concept: Light Plastic Concept: Light Plastic
CODE FRONT COLOR TEMPLE COLOR DETAILS
QYZ BROWN HAVANA BROWN HAVANA PALLADIUM
QZ0 MUD HAVANA MUD HAVANA PALLADIUM
QZ9 BURGUNDY HAVANA BURGUNDY HAVANA PALLADIUM
J7R BLACK HAVANA BLACK HAVANA PALLADIUM
7C5 BLACK CRYSTAL BLACK CRYSTAL PALLADIUM
P8F HAVANA CRYSTAL HAVANA CRYSTAL PALLADIUM
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TITANIUMTITANIUM
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GA 808GA 808
GA 808GA 808MAT: TITANIUMMAT: TITANIUMMIS: 48-20-145MIS: 48-20-145 50-20-14550-20-145
Man Man Concept: Titanium Concept: Titanium
CODE FRONT COLOR TEMPLE COLOR DETAILS
CRL SEMIMATTE BRONZE SEMIMATTE BRONZE BROWN TEMPLE TIP
003 MATTE BLACK MATTE BLACK BLACK TEMPLE TIP
R0X MATTE SILVER MATTE SILVER BLACK TEMPLE TIP
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GA 809GA 809
GA 809GA 809MAT: TITANIUMMAT: TITANIUMMIS: 52-18-145MIS: 52-18-145 54-18-14554-18-145
Man Man Concept: Titanium Concept: Titanium
CODE FRONT COLOR TEMPLE COLOR DETAILS
CRL SEMIMATTE BRONZE SEMIMATTE BRONZE BROWN TEMPLE TIP
003 MATTE BLACK MATTE BLACK BLACK TEMPLE TIP
R0X MATTE SILVER MATTE SILVER BLACK TEMPLE TIP
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MAN – HINGEMAN – HINGEFLAT FLEXFLAT FLEX
Superlight Integrated hingeSuperlight Integrated hinge
GA 745 – August 2009GA 745 – August 2009
GA 732 – August 2009GA 732 – August 2009
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GA 810GA 810
GA 810GA 810MAT: METAL/INJECTEDMAT: METAL/INJECTEDMIS: 55-17-135MIS: 55-17-135
Man Man Concept: Hinge “Flat flex” Concept: Hinge “Flat flex”
CODE FRONT COLOR TEMPLE COLOR DETAILS
MPZ MATTE BLACK BLACK PALLADIUM
PM2 SEMIMATTE BROWN BROWN PALLADIUM
PMQ MATTE BLUE BLUE PALLADIUM
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GA 811GA 811
GA 811GA 811MAT: STEEL/INJECTEDMAT: STEEL/INJECTEDMIS: 54-17-135MIS: 54-17-135 56-17-13556-17-135
CODE FRONT COLOR TEMPLE COLOR DETAILS
RZS PALLADIUM BLACK PALLADIUM
Q0Z RUTHENIUM BLUE PALLADIUM
PMS BRONZE BROWN PALLADIUM
Man Man Concept: Hinge “Flat flex” Concept: Hinge “Flat flex”
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WOMANWOMANMEDALLION LOGOMEDALLION LOGO
GA 798GA 798ADV STYLEADV STYLE
January 2010January 2010
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GA 805GA 805
GA 805GA 805MAT: METALMAT: METALMIS: 52-16-135MIS: 52-16-135 54-16-13554-16-135
WomanWomanConcept: medallion logoConcept: medallion logo
CODE FRONT COLOR TEMPLE COLOR DETAILS
011 MATTE PALLADIUM MATTE PALLADIUM BLACK TEMPLE TIP
U6V MATTE PINK MATTE PINK PINK TEMPLE TIP
ZG3 MATTE BRONZE MATTE BRONZE AMBER TEMPLE TIP
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GA 812GA 812
GA 812GA 812MAT: ACETATE/METALMAT: ACETATE/METALMIS: 50-17-135MIS: 50-17-135 52-17-13552-17-135
Woman Woman Concept: Medallion logoConcept: Medallion logo
CODE FRONT COLOR TEMPLE COLOR DETAILS
U7M BLACK MATTE LIGHT GOLD BLACK LOGO/BLACK TEMPLE TIP
U7O BEIGE SHADED MATTE LIGHT GOLD BROWN LOGO/HONEY TEMPLE TIP
U8I VIOLET SHADED MATTE RUTHENIUM VIOLET LOGO/VIOLET TEMPLE TIP
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MU
ST
OP
OR
TU
NIT
YR
EC
OM
ME
ND
ED
WOMANMAN
OPTICAL RANKING PROPOSAL APRIL 2010
GA 803
GA 804
GA 805
GA 812
GA 808GA 809
GA 811
GA 810
GA 806 GA 807
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HIG
H>
19
0L
OW
< 1
80
18
0<
ME
DIU
M>
19
0
WOMANMAN
OPTICAL PRICE PROPOSAL APRIL 2010
(Italy price positioning)
GA 803GA 804
GA 805
GA 812
GA 808GA 809
GA 811
GA 810
GA 806
GA 807
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MARKETING ACTIVITIESMARKETING ACTIVITIES
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• Showcards set with new images 1° semester 2010Showcards set with new images 1° semester 2010 distributed from January 2010distributed from January 2010
• April catalogue issue, including January and April sunglasses and optical April catalogue issue, including January and April sunglasses and optical collectionscollections
• Development POP materials to support “the new optical collection” launch:Development POP materials to support “the new optical collection” launch:
• dedicated catalogue dedicated catalogue
• seasonal cartoon display seasonal cartoon display
• seasonal plexiglass displayseasonal plexiglass display
• couvette- traycouvette- tray
MARKETING POPMARKETING POP
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SHOWCARDS 1° SEMESTER 2010SHOWCARDS 1° SEMESTER 2010
Images Utilization period for POP and Images Utilization period for POP and ADV: ADV:
From 01/01/2010 to 30/06/2010From 01/01/2010 to 30/06/2010
GA 790 – COL OICGA 790 – COL OIC- CM 14 X 18,5- CM 14 X 18,5- CM 22 X 29- CM 22 X 29
GA 798 – COL. SVFGA 798 – COL. SVF- CM 22 X 29- CM 22 X 29
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CATALOGUECATALOGUE
• Dedicated The New Optical CollectionDedicated The New Optical Collection
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•Seasonal display - cardboard: Seasonal display - cardboard:
• Material: small sizes (20 x 20x 20 cm) Material: small sizes (20 x 20x 20 cm)
cardboard display, holographic imagescardboard display, holographic images
•1 pc display1 pc display
•Seasonal display - Plexiglass:Seasonal display - Plexiglass:
• Material: small sizes (20 x 20x 20 cm) Material: small sizes (20 x 20x 20 cm)
plexiglass display, rotator display mechanismplexiglass display, rotator display mechanism
• 8 pcs display8 pcs display
SEASONAL DISPLAYSEASONAL DISPLAY
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• To highlight the new products inside the point of sales which hasn’t the space to use the display To highlight the new products inside the point of sales which hasn’t the space to use the display
and to give to the best Giorgio Armani opticians a tool to communicate the product to his clientsand to give to the best Giorgio Armani opticians a tool to communicate the product to his clients
• Material: cardboardMaterial: cardboard
•Sizes: 35 cm x 25 cm x 4 cmSizes: 35 cm x 25 cm x 4 cm
GA POP MATERIAL 1° SEM 2010GA POP MATERIAL 1° SEM 2010
COUVETTECOUVETTE
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