Armani gets undressed for next stage of success
NATIONAL: Urbanwear retailer Armani Exchange has added a new product category to its menswear collection.
The Italian-based unisex brand - a subsidiary of the Giorgio Armani luxury empire - will release a range of hip, standard, boxer and square cut briefs in November as part of an ongoing international product expansion strategy.
The brand's Australian marketing representative, Lucy Owens, said the collection would be exclusively available through the brand's four standalone stores in Melbourne and Sydney. These include the King Street boutique in Sydney, Westfield Bondi Junction, Melbourne Central and Chadstone Shopping Centre.
The first Australian drop, scheduled for early November, will comprise of three key styles - high, wide, and boxer briefs - in 100 per cent preshrunk, combed cotton and priced from $19 to $39. Available in black or white, each piece features a double layer contour shape pouch for support, high-cut legs to encourage greater movement and elastic, striped logo waistbands. Each style comes packaged in its own box with new colours and patterns expected to be released for future collections.
Ownes confirmed an additional design - featuring the Armani Exchange eagle insignia along the back - would be available in February 2008 across all three styles.
To support the product launch, Armani Exchange has developed an integrated marketing program that will include media advertising, in-store activities and promotional events. Owens declined to comment on the cost of the campaign but confirmed it would kick off early next year as more styles became available.
The advertising concept, shot by fashion photographer Tom Munro and styled by Management Artists' Victoria Bartlett, was developed by an in-house team under the direction of senior vice president of marketing and creative Tom Jarrold.
Launched in America in 1991, Armani Exchange is targeted at the 18 to 35-year-old urban demographic and currently boasts stores throughout the US, Canada, Asia, Europe and the UK.
By Assia Benmedjdoub