P/M/735. Armani’s new skincare product for men: launching strategy

The paper reports on the marketing communications campaign for the launch of Armani’s new skincare product for men offering an overview of the men’s toiletries market, the description of the product, its target market, competitors, etc. Marketing communications strategy is worked out including the new product’s positioning, branding, pricing, promotion methods, budgeting, etc.

P/FC/26. Armani vs. Zara: fashion brands’ analysis

The paper identifies research methodologies applying the method of interview to conduct a case study of an ARMANI boutique and a ZARA shop. The features of luxury brands are described reviewing both companies’ performance along the lines of products, prices, places and promotion. Consumers’ perception of the two brands is discussed.