Italy designer Giorgio Armani (Giorgio Armani) recently announced at a regular press conference in Milan that in June this year, a new series of women's clothing called "New Normal" will be launched and will become a complete series under the same name brand Giorgio Armani product line.

To this end, he said, "this series will show how I think women should be dressed today. It is born out of some classic designs, but it will be another design concept, so it means both an end and a brand new style, and will still be rooted in scriptures."

The story of the "New Normal" women's wear line has not been given more description of the crowd, price and brand.

But Armani once again expressed his fashion attitude at the press conference. "I prefer to make a different attempt in detail than the sweeping reform of fashion."

New Normal

The line will become one of Armani's jumbled businesses.

In the 40 years of its brand creation, it adopted a flexible product line strategy and opened several product lines for different customer groups, including men's wear, women's wear, sportswear, sporting goods, jeans, accessories (leather goods, shoes, glasses, neckties, scarves), accessories, perfume, home accessories, and even extended to coffee shops, flower shops, art centers, bars, hotels and other fields.

And under the main card Giorgio Armani, the number of sub cards is too much to remember.

Armani Prive: Advanced Custom garments, Armani's most high-end products;

Giorgio Armani: Advanced garments, including men's and women's wear, the most expensive one in formal dress.

Armani Collezioni: the ready-made garments series for high-end white-collar workers cost about 25% less than that of Giorgio Armani.

Emporio Armani: Armani's young series is priced between 2500 yuan and 15 thousand yuan.

Armani Casa: high-end home series, simple and elegant design, always adhering to the fashion style of Armani;

AJ Armami Jeans: casual wear and jeans.

A/X Armani Exchange: the brand outsourcing outsourcing brand of Armani product chain is aimed at the young fashion trend group, and the design is more forward and bold.

Amani Junior:

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Such a market segmentation strategy has been successful.

In the fiscal year of 2011, Armani's global sales amounted to 1 billion 800 million euros (12 billion 600 million yuan), up 13.6% over the same period last year.

Among them, China's sales rose by 45%.

But now, with the growth of China's luxury market stagnant, almost all luxury goods are facing heavy losses in China's market.

Armani has also been investigated for tax evasion in 2013, and finally paid a huge settlement of up to 270 million euros (about 1 billion 897 million yuan). Armani group plunged 88% in its net profit in 2013, and Armani, after many twists and turns, did not know whether the launch of the new product line could help Armani improve its profitability.