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Mass-Market Appeal

The retrospective focused on the high fashion end of Armani’s fashion, yet it should be noted Armani caters to a lower price-point mass-market via his A/X Armani Exchange stores.

At A/X they sell straightforward fashions for a more youthful crowd with everyday jeans, t-shirts, sweaters, jackets, dresses and the like.

A few of these items were exhibited at the Guggenheim Museum in Bilboa.

(Photo at left: From the Emporio Armani Spring 2004 collection. Photo by: Giovanni Pucci)

Armani wrote the introduction to the book The White T authored by Alice Harris and designed by Bill Anton.

It is a tribute to that simple piece of clothing the T-shirt.

Armani acknowledges the different levels of fashion; it is not all about couture, it is life-style too.

Mr. Armani is involved in the design and construction of his stores around the world.

There is a simple, straightforward elegance to his high-end stores.

Every detail is gone over to present his wares in the best possible manner.

An Armani client has a certain expectation of quality and they are not disappointed when they enter one of his consumer havens.

It is like walking into a fashion art gallery. There is an organized atmosphere that sooths one as they peruse the merchandise.

The talent for designing fashion extends to the talent of creating a pleasurable environment for shopping.

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