I have re-invented the Armani logo by keeping the reserved, simple style but adjusted the colours from making them less masculine by brightening the colours to make the up to date and in with the season.
The logo has been placed onto a recyceable bag and tissue paper. I wanted the bag to be an eco friendly choice as I thought this would shine upon the brand as well as giving the label a less serious image. I wanted to deter from the 'shiny bag' of the most high end companies. It makes the brand more consumer friendly to the high street.

My collection has been based on the native american culture and it's use of pattern and colour. I have tried to keep to the Armani Exchange style and cut, but change a few minor details like trimmings, fit and colour.

Trend Book Research

The concept for my trend book I am calling 'Caliofrnia Daze' will be my main focus. I am basically looking into the California lifestyle of relaxing, surfing, beaches, fitness. This became my focus from watching the 90210 series, the teenagers all live this amazing, paid for lifestyle. All with a very easy, care-free attitude. I felt that Armani need a fresh new update with younger hints to the clothing so, this concept would bounce nicely against the traditional style of Armani. This concept will make Armani less serious and boring.

Researching Giorgio Armani - Report

Beginning to research into Giorgio Armani I discovered that this particular brand is very behind with the times and seems to have kept it's dated style. Although this seems to be the main focus of Armani, keeping the Armani style and cut, the brand as forgotten to slightly update to keep with the seasons changing and style of the era.
Although Armani is very dedicated to providing the 'Armani' lifestyle, this seems to be the main and only focus of the brand now and has drifted away from the clothing. This is were the brands fails due to marketing and branding aspects.
I researched into all of Armani's sub-brands such as Prive, Collezioni, Jeans, Exchange and Emporio. I have discovered the differences and focuses of each sub-brand. For example; Prive specialises in higher end couture wear and gowns, Exchange is for the everyday shopper that can now afford a piece of the Armani brand.

Armani made a statement that his clothes were intended for the everyday woman and that he wanted the clothes to be realistic and wearable, I disagree with this statment as it clearly states from his price ranges and style of clothes that this is for the working, higher paid woman.

www.giorgioarmani.com