The Armani brand is extending to an increasingly broad range of products for different branches of its original business as a tailor. Earlier in 2009, Armani has formed a joint venture with a real estate developer Emaar, in Dubai, to build 14 hotels under the brand Armani. The project involves the opening of ten hotels and four leisure complexes in the next seven years in Dubai, Milan, London, Paris, New York, Tokyo and Shanghai.

The Armani Empire has been playing it own expansion since it was created. The group does not take bank loans (in fact, they have like 300 million in cash). But the Armani Group is seen more as prey than a predator. Four years ago, says Bernard Arnault, LVMH made a serious proposal, citing first a takeover by its fashion and beverage conglomerate, and later, a merger between Louis Vuitton and Armani. But Armani said he had given up when Arnault insisted that because Louis Vuitton was bigger, Armani was a minority shareholder. “If Armani were controlled by a large group like LVMH, I would retire. My luxury is to do what I want, not what someone tells me.”

Clothing is to last

The Italian designer says that he ignores trends, he makes fashion by his way and it’s sad to retire a good dress with six months of use. All in black, baggy pants and small fit shirt, tanned skin contrasting with the silvery hair, the Italian Giorgio Armani seems to mock his 70th birthday in July 2009. He also incorporates the image of his style: the classic contemporary, clean, stripped and millimeter uncomplicated. One of the few designers of his generation still active and owning his own brand, Armani commands closely the group that bears his name, with 250 stores worldwide, including four in Brazil. Read the rest of this entry »