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Moreover, the brand is present on all of the luxury segments, the product thus has a maximal exposure. The perfume is directly associated to an image of luxury and quality without to have to point out it by a specific speech.
- It is a license exploited by L’Oreal, the product thus benefits from a very important promotional support at the world level (TV campaigns…). So, Giorgio Armani has not to be afraid for the promotion of his product, L’Oreal takes charge of everything, and effectively.
- Strong visibility of Armani related to the recent development of the distributive network and thus its density as well as to the innovation of concepts (cafe-restaurant, shops dedicated to accessories and to house…
Weaknesses (internal elements that may interfere with the company’s ability to reach its objectives)
- The product is a license exploited by L’Oreal...
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