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APRIL 2010 COLLECTIONAPRIL 2010 COLLECTION

March 2010March 2010

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INDEXINDEX

• Giorgio Armani NewsGiorgio Armani News

• Positioning and CompetitorPositioning and Competitor

• Brand Personality Brand Personality

• April 2010 optical collectionApril 2010 optical collection

• Ranking proposalRanking proposal

• Price positioning proposalPrice positioning proposal

• Marketing activities Marketing activities

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GIORGIO ARMANI NEWS GIORGIO ARMANI NEWS

The first Armani Hotel in the world The first Armani Hotel in the world

February 2010: Exclusive location at the Burj February 2010: Exclusive location at the Burj

Khalifa to the hotel which will open on 18 March Khalifa to the hotel which will open on 18 March

2010. 2010.

The Armani Hotel Dubai presented the online The Armani Hotel Dubai presented the online

booking system that gives the possibility to make booking system that gives the possibility to make

reservations in real time through the web sitereservations in real time through the web site

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GIORGIO ARMANI NEWSGIORGIO ARMANI NEWSVIP IN GIORGIO ARMANIVIP IN GIORGIO ARMANI

Clive OwenClive Owen

Richard Hambleton Richard Hambleton New York New York

BeyoncéBeyoncé

Grammy AwardsGrammy Awards

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GIORGIO ARMANI NEWSGIORGIO ARMANI NEWS

VIP IN GIORGIO ARMANIVIP IN GIORGIO ARMANI

January 2010: Giorgio Armani developed Lady Gagà outfit for the Grammy January 2010: Giorgio Armani developed Lady Gagà outfit for the Grammy Awards.Awards.Special sunglasses have been developed by Safilo together with GA Style Dept.Special sunglasses have been developed by Safilo together with GA Style Dept.The sunglasses have been worn by the singer during her performance The sunglasses have been worn by the singer during her performance broadcasted worldwide.broadcasted worldwide.

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PR

EM

IUM

HIG

H E

ND

DIF

FU

SIO

NM

ED

IUM

Cartier

Fred

Dunhill

Boucheron

Bulgari

Montblanc

GIORGIO ARMANI

JEW

ELLER

Y

P. Ralph Lauren

Max MaraBurberry

Versace

Valentino

Replay

Persol

RayBan

Vogue

GucciPrada

Chanel Dolce&Gabbana

Dior

Ferrè

Roberto Cavalli

Silhouette

D&G

Miss Sixty

Diesel

Philip Starck

Alan MikliFace A Face

Oliver PeopleTheo

Roth

PR

ICE

CLASSIC FASHION DESIGN

EMPORIO ARMANI

cK

Tom Ford

Just Cavalli

Hugo Boss

Persol

Positioning and CompetitorPositioning and Competitor

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BRAND PERSONALITY AND POSITIONINGBRAND PERSONALITY AND POSITIONING

Consumer Consumer targettarget

PricePrice

DistributionDistribution

StyleStyle

ProductProduct

• SelectiveSelective

• Elegant andElegant and “under-stated” for man and “under-stated” for man and glamourous for woman.glamourous for woman.

• High qualityHigh quality

• Materials research Materials research

• Limited/Special editionsLimited/Special editions

• High: man sun coreHigh: man sun core 189-206 euros; woman:185-246 euros189-206 euros; woman:185-246 euros

man eyesight core man eyesight core 174-227 euros174-227 euros; woman: 203-240 ; woman: 203-240 euroseuros

• Adult men and womenAdult men and women

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APRIL OPTICAL 2010 COLLECTIONAPRIL OPTICAL 2010 COLLECTION

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NEW COLORSNEW COLORS

GA 732GA 732

GA 745GA 745

CODE FRONT COLOR TEMPLE COLOR DETAILS

QP2 BRONZE BROWN METAL PART PALLADIUM/LOGO PALLADIUM

27H MATTE DK RUTHENIUM BLACK METAL PART PALLADIUM/LOGO PALLADIUM

CODE FRONT COLOR TEMPLE COLOR DETAILS

QP2 BRONZE BROWN METAL PART PALLADIUM/LOGO PALLADIUM

27H MATTE DK RUTHENIUM BLACK METAL PART PALLADIUM/LOGO PALLADIUM

CODE FRONT COLOR TEMPLE COLOR DETAILS

IZS BROWN HORM BROWN HORN PALLADIUM LOGO/INSERT

CODE FRONT COLOR TEMPLE COLOR DETAILS

1FT HONEY HORN HONEY HORN PALLADIUM LOGO/INSERT

GA 786GA 786

GA 787GA 787

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CODE FRONT COLOR TEMPLE COLOR DETAILS

MNC HAVANA/MATTE PALLADIUM MATTE PALLADIUM TEMPLE TIP BLACK/INSERT HAVANA

URF HAVANA/BRONZE BRONZE TEMPLE TIP BLACK/HAVANA

CODE FRONT COLOR TEMPLE COLOR DETAILS

011 MATT PALLADIUM MATT PALLADIUM TEMPLE TIP GREY/INSERT GREY

GA 793GA 793

NEW COLORSNEW COLORS

GA 792GA 792

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• 10 MODELS10 MODELS

MAN: MAN: • Enlargement of the “New optical collection” family :Enlargement of the “New optical collection” family :

• New shapes New shapes • Titanium stylesTitanium styles

• Enlargement of the “contemporary” offer Enlargement of the “contemporary” offer

WOMAN: WOMAN: • Enlargement of the “New optical collection” family, throuch 2 new shapesEnlargement of the “New optical collection” family, throuch 2 new shapes• Strengthen of the ADV concepts: the development of new shapesStrengthen of the ADV concepts: the development of new shapes

OBJECTIVES APRIL 2010 OPTICAL OBJECTIVES APRIL 2010 OPTICAL COLLECTION COLLECTION

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New modelsNew models ManMan WomanWoman TotTot

PlasticPlastic 22 33 55

MetalMetal 44 11 55

TotTot 66 44 1010

APRIL OPTICAL 2010 COLLECTION: APRIL OPTICAL 2010 COLLECTION: 10 MODELS10 MODELS

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THE NEW OPTICAL COLLECTION

NEW SHAPES

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TRANSVERSALITY

TIMELESS STYLE

(NOT SEASONAL CONCEPTS)

HIGHLY RECOGNIZAB

LE

CONSISTENCY WITH

THE BRAND ESSENCE

REVALUATING THE

HERITAGE OF THE BRAND

CRAFTMANSHIP AND

QUALITY

THE NEW OPTICAL COLLECTION

KEY POINTS

THE NEW OPTICAL COLLECTION

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CRAFTMANSHIP POLISHING

MANUALINSERTION OF

HINGES

PIN REBEATING

CONTROL OF FINISHED PRODUCT

SMOOTHENING

PLASTIC METAL

VERTICAL WHEEL POLISHING

PARTS MANUAL

ASSEMBLY

MANUALCOLORING

MANUAL VARNISHING

THE NEW OPTICAL COLLECTION

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CRAFTMADE POLISHINGTo give a natural shine finishing, avoiding use of varnish.

5 ARM HINGETo give the most

comfort and stability to the glasses.

RIVETSRiveting craftsmanship, typical detail coming from the ‘50s eyewear.

PURE NATURAL ACETATE

PERSONALIZED WIRE COREEngraved extended logo on the metal wire core.

REVIEW IN A MODERN KEY TO BLEND SEAMLESSY CLASSIC ELEMENTS FROM THE GIORGIO ARMANI COLLECTION WITH PROGRESSIVE STYLING TO CREATE A LOOK THAT IS BOLD AND TIMELESS.

BOLD PLASTIC: BOLD PLASTIC: CRAFTMANSHIP COMEBACKCRAFTMANSHIP COMEBACK

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GA 806GA 806MAT: ACETATEMAT: ACETATE

MIS: 53-17-140MIS: 53-17-140 55-17-14055-17-140

GA 806GA 806

Man Man Concept: Plastic Bold Concept: Plastic Bold

CODE FRONT COLOR TEMPLE COLOR DETAILS

PD9 HONEY HONEY PALLADIUM

Y6C BLACK BLACK CRYSTAL PALLADIUM

X2G BLUE BLUE PALLADIUM

EFB DARK ORANGE DARK ORANGE PALLADIUM

05L HAVANA HAVANA PALLADIUM

086 DARK HAVANA DARK HAVANA PALLADIUM

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GA 803GA 803

GA 803GA 803MAT: ACETATEMAT: ACETATEMIS: 53-17-140MIS: 53-17-140

Woman Woman Concept: Plastic BoldConcept: Plastic Bold

CODE FRONT COLOR TEMPLE COLOR DETAILS

807 BLACK BLACK PALLADIUM

86L BROWN BROWN PALLADIUM

LHF OPALE BURGUNDY OPALE BURGUNDY PALLADIUM

Q61 VIOLET CRYSTAL VIOLET CRYSTAL PALLADIUM

Q0X PINK CRYSTAL PINK CRYSTAL PALLADIUM

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GA 804GA 804

GA 804GA 804MAT: ACETATEMAT: ACETATEMIS: 50-18-135MIS: 50-18-135

CODE FRONT COLOR TEMPLE COLOR DETAILS

807 BLACK BLACK PALLADIUM

86L BROWN BROWN PALLADIUM

LHF OPALE BURGUNDY OPALE BURGUNDY PALLADIUM

Q61 VIOLET CRYSTAL VIOLET CRYSTAL PALLADIUM

Q0X PINK CRYSTAL PINK CRYSTAL PALLADIUM

Woman Woman Concept: Plastic BoldConcept: Plastic Bold

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CRAFTMADE POLISHINGTo give a natural shine finishing, avoiding use of varnish.

5 ARM HINGETo give the most comfort

and stability to the glasses.

RIVETSRiveting craftsmanship, typical detail coming from the ‘50s eyewear.

PURE NATURAL ACETATE

COLORSMultilayer quality acetate.

PERSONALIZED WIRE COREEngraved extended logo on the metal wire core.

A RETURN TO ARMANI STYLES ROOTS TO BLEND SEAMLESSY CLASSIC ELEMENTS FROM THE GIORGIO ARMANI COLLECTION WITH PROGRESSIVE STYLING TO CREATE A LOOK THAT IS LIGHT AND TIMELESS.

LIGHT PLASTICLIGHT PLASTICCRAFTMANSHIP COMEBACKCRAFTMANSHIP COMEBACK

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GA 807GA 807MAT: ACETATEMAT: ACETATE

MIS: 50-16-145MIS: 50-16-145 52-16-14552-16-145

GA 807GA 807

Man Man Concept: Light Plastic Concept: Light Plastic

CODE FRONT COLOR TEMPLE COLOR DETAILS

QYZ BROWN HAVANA BROWN HAVANA PALLADIUM

QZ0 MUD HAVANA MUD HAVANA PALLADIUM

QZ9 BURGUNDY HAVANA BURGUNDY HAVANA PALLADIUM

J7R BLACK HAVANA BLACK HAVANA PALLADIUM

7C5 BLACK CRYSTAL BLACK CRYSTAL PALLADIUM

P8F HAVANA CRYSTAL HAVANA CRYSTAL PALLADIUM

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TITANIUMTITANIUM

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GA 808GA 808

GA 808GA 808MAT: TITANIUMMAT: TITANIUMMIS: 48-20-145MIS: 48-20-145 50-20-14550-20-145

Man Man Concept: Titanium Concept: Titanium

CODE FRONT COLOR TEMPLE COLOR DETAILS

CRL SEMIMATTE BRONZE SEMIMATTE BRONZE BROWN TEMPLE TIP

003 MATTE BLACK MATTE BLACK BLACK TEMPLE TIP

R0X MATTE SILVER MATTE SILVER BLACK TEMPLE TIP

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GA 809GA 809

GA 809GA 809MAT: TITANIUMMAT: TITANIUMMIS: 52-18-145MIS: 52-18-145 54-18-14554-18-145

Man Man Concept: Titanium Concept: Titanium

CODE FRONT COLOR TEMPLE COLOR DETAILS

CRL SEMIMATTE BRONZE SEMIMATTE BRONZE BROWN TEMPLE TIP

003 MATTE BLACK MATTE BLACK BLACK TEMPLE TIP

R0X MATTE SILVER MATTE SILVER BLACK TEMPLE TIP

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MAN – HINGEMAN – HINGEFLAT FLEXFLAT FLEX

Superlight Integrated hingeSuperlight Integrated hinge

GA 745 – August 2009GA 745 – August 2009

GA 732 – August 2009GA 732 – August 2009

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GA 810GA 810

GA 810GA 810MAT: METAL/INJECTEDMAT: METAL/INJECTEDMIS: 55-17-135MIS: 55-17-135

Man Man Concept: Hinge “Flat flex” Concept: Hinge “Flat flex”

CODE FRONT COLOR TEMPLE COLOR DETAILS

MPZ MATTE BLACK BLACK PALLADIUM

PM2 SEMIMATTE BROWN BROWN PALLADIUM

PMQ MATTE BLUE BLUE PALLADIUM

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GA 811GA 811

GA 811GA 811MAT: STEEL/INJECTEDMAT: STEEL/INJECTEDMIS: 54-17-135MIS: 54-17-135 56-17-13556-17-135

CODE FRONT COLOR TEMPLE COLOR DETAILS

RZS PALLADIUM BLACK PALLADIUM

Q0Z RUTHENIUM BLUE PALLADIUM

PMS BRONZE BROWN PALLADIUM

Man Man Concept: Hinge “Flat flex” Concept: Hinge “Flat flex”

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WOMANWOMANMEDALLION LOGOMEDALLION LOGO

GA 798GA 798ADV STYLEADV STYLE

January 2010January 2010

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GA 805GA 805

GA 805GA 805MAT: METALMAT: METALMIS: 52-16-135MIS: 52-16-135 54-16-13554-16-135

WomanWomanConcept: medallion logoConcept: medallion logo

CODE FRONT COLOR TEMPLE COLOR DETAILS

011 MATTE PALLADIUM MATTE PALLADIUM BLACK TEMPLE TIP

U6V MATTE PINK MATTE PINK PINK TEMPLE TIP

ZG3 MATTE BRONZE MATTE BRONZE AMBER TEMPLE TIP

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GA 812GA 812

GA 812GA 812MAT: ACETATE/METALMAT: ACETATE/METALMIS: 50-17-135MIS: 50-17-135 52-17-13552-17-135

Woman Woman Concept: Medallion logoConcept: Medallion logo

CODE FRONT COLOR TEMPLE COLOR DETAILS

U7M BLACK MATTE LIGHT GOLD BLACK LOGO/BLACK TEMPLE TIP

U7O BEIGE SHADED MATTE LIGHT GOLD BROWN LOGO/HONEY TEMPLE TIP

U8I VIOLET SHADED MATTE RUTHENIUM VIOLET LOGO/VIOLET TEMPLE TIP

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MU

ST

OP

OR

TU

NIT

YR

EC

OM

ME

ND

ED

WOMANMAN

OPTICAL RANKING PROPOSAL APRIL 2010

GA 803

GA 804

GA 805

GA 812

GA 808GA 809

GA 811

GA 810

GA 806 GA 807

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HIG

H>

19

0L

OW

< 1

80

18

0<

ME

DIU

M>

19

0

WOMANMAN

OPTICAL PRICE PROPOSAL APRIL 2010

(Italy price positioning)

GA 803GA 804

GA 805

GA 812

GA 808GA 809

GA 811

GA 810

GA 806

GA 807

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MARKETING ACTIVITIESMARKETING ACTIVITIES

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• Showcards set with new images 1° semester 2010Showcards set with new images 1° semester 2010 distributed from January 2010distributed from January 2010

• April catalogue issue, including January and April sunglasses and optical April catalogue issue, including January and April sunglasses and optical collectionscollections

• Development POP materials to support “the new optical collection” launch:Development POP materials to support “the new optical collection” launch:

• dedicated catalogue dedicated catalogue

• seasonal cartoon display seasonal cartoon display

• seasonal plexiglass displayseasonal plexiglass display

• couvette- traycouvette- tray

MARKETING POPMARKETING POP

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SHOWCARDS 1° SEMESTER 2010SHOWCARDS 1° SEMESTER 2010

Images Utilization period for POP and Images Utilization period for POP and ADV: ADV:

From 01/01/2010 to 30/06/2010From 01/01/2010 to 30/06/2010

GA 790 – COL OICGA 790 – COL OIC- CM 14 X 18,5- CM 14 X 18,5- CM 22 X 29- CM 22 X 29

GA 798 – COL. SVFGA 798 – COL. SVF- CM 22 X 29- CM 22 X 29

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CATALOGUECATALOGUE

• Dedicated The New Optical CollectionDedicated The New Optical Collection

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•Seasonal display - cardboard: Seasonal display - cardboard:

• Material: small sizes (20 x 20x 20 cm) Material: small sizes (20 x 20x 20 cm)

cardboard display, holographic imagescardboard display, holographic images

•1 pc display1 pc display

•Seasonal display - Plexiglass:Seasonal display - Plexiglass:

• Material: small sizes (20 x 20x 20 cm) Material: small sizes (20 x 20x 20 cm)

plexiglass display, rotator display mechanismplexiglass display, rotator display mechanism

• 8 pcs display8 pcs display

SEASONAL DISPLAYSEASONAL DISPLAY

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• To highlight the new products inside the point of sales which hasn’t the space to use the display To highlight the new products inside the point of sales which hasn’t the space to use the display

and to give to the best Giorgio Armani opticians a tool to communicate the product to his clientsand to give to the best Giorgio Armani opticians a tool to communicate the product to his clients

• Material: cardboardMaterial: cardboard

•Sizes: 35 cm x 25 cm x 4 cmSizes: 35 cm x 25 cm x 4 cm

GA POP MATERIAL 1° SEM 2010GA POP MATERIAL 1° SEM 2010

COUVETTECOUVETTE

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