Giorgio Armani & Gucci are ACNeilsen's world's most coveted brands
28 Mar '06
6 min read
“Regardless of where they live, when consumers in Italy, China or UAE purchase a Gucci bag or a Giorgio Armani suit they are prepared to pay a premium because they are buying the image the brand represents. In Armani's case, consumers know they are getting quality, sophistication and style – timeless values with global appeal. For Gucci, it's the combination of heritage, together with its sexy, modern appeal. They're different brand values from Armani, but with sustainable global appeal”.
“Giorgio Armani and Gucci have achieved global reach and success because they consistently ensure the 'values' their designs represent will transcend cultures and age groups to appeal to consumers in every part of the world. Not an easy feat in the fickle fashion industry where trends and fads are the order of the day,” added Martell.
Giorgio Armani and the revived Gucci label never stray too far from their core style and values. “Consumers who pay for something distinctly Armani and Gucci know that they're investing in fashion that can be worn over several seasons or several years without dating. “Consumers are investing in these brands' timelessness.”
Emerging markets - tomorrow's fashion Meccas
The future survival of leading fashion houses depends on brand longevity and it is no surprise that designer fashion houses have been investing in their future by building commercial and brand presences in the emerging markets of Asia, UAE and Russia.
“Building, and more importantly, sustaining a strong and distinct brand image from the outset remains the most important challenge to any designer brand entering a new market,” said Martell.
marketing@alchempro.com
