..."Armani has always been original and innovative, even in communication. An example of this is when in 1984 he decided to erect an enormous mural in the Via Broletto in the center of Milan to advertise the Emporio Armani line dedicated to the young. Over the years, the Armani mural and the different images that appear on it have become an institution for aficionados of means of communication and even a place to visit for sightseers. As concerns the layout of the different campaigns and the choice of the protagonists, Armani and his management decide on separate targeted strategies and customized solutions capable of representing to best advantage the essence and character of the several lines and also in consideration of the many trademarks involved. With the aim of highlighting the elegance, exclusiveness and high quality of the apparel of the first Giorgio Armani line, the choice falls on male and female models of timeless beauty immortalized by world-famous photographers. For the more youthful Emporio Armani and Armani Jeans lines, campaigns are based on testimonials, often coming from stars in the world of sports such as David Beckham, Rafael Nadal and Cristiano Ronaldo, who best represent the trendy and metropolitan nature of the brands. A similar strategy is used in the case of perfumes, with testimonials by celebrities of music and the cinema on the level of Beyonce, Megan Fox and Josh Hartnett, or, as in the case of the recent re-introduction of his first fragrance “Eau pour Homme”, it is the stylist himself who poses for the product"... (taken from "MADE IN ITALY identity" available on amazon)
Posted on: Tue, 17 Sep 2013 15:26:00 +0000
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