1- If I were living in the Italian environment, one of the most important elements of

succeeding with opening a business is studying Italian culture. It is very important to

have knowledge about Italian culture as Italians cherish their heritage and incorporate it
in their everyday lives. For example, most Italians only speak Italian so it important for a
business owner there to speak it to a certain degree. It is also important to know about
the Italian etiquette to avoid offending someone by mistake.

2- One of the most important keys of success of Giorgio Armani are:

- Him learning from more experienced designers and working with them before directly
jumping into having his own business
- Being a workaholic
- Introducing a new idea in women’s wear
- Having a wide variety of lines which attracts different audiences
- Expanding the brand through branches all over the world
- Him maintaining ownership over the company after all these years shows that he is still
the one that operates the business
- Holding percentages in assets with other companies

3- If Armani did not export, the brand would have missed out on so many important
elements that contributed in its success. Obviously, Armani wouldn’t be the
international brand it is today if it wasn’t for exportation, as a result it would have
developed into a local Italian brand mostly known in Italy. Other than that, Armani
would have not gained the profits it gains today as markets as the USA and Japan
contribute into a huge chunk of the brand’s overall revenue. In addition, it would have
missed the opportunity to become a competitor in the fashion market, competing with
big names like Versace and Valentino is by itself a way of promotion that develops into
having loyal customers for the brand.

4- I think it is important for the company after Giorgio Armani’s death to keep the same
image of the company as before, it is not recommended for a company to drift from its
originator’s ideas. This doesn’t imply that the company should not be creative with new
products or stay stuck in the legacy of its creator, not moving forward. What the
company should do is continue with his legacy by delivering the same quality of
products as before, also by expanding the company into markets it hasn’t dabbled into
before.

5- International competitors: Yves Saint Laurent, Givenchy, Burberry, Balenciaga

Local competitors: Versace, Off-white, Dolce & Gabbana, Prada