Retail Management and Consumer Preferences at Armani Exchange: Enhancing Urban Style with Italian Flair

Armani Exchange (A|X) was launched in 1991 by Giorgio Armani himself and is part of the prestigious Giorgio Armani Group. The brand symbolizes a reinvented city style that merges modern creativity with the 'all digital' spirit of metropolitan youth, combined with Italian flair and creativity. A|X offers a wide range of products, including apparel, accessories, eyewear, and watches, catering to the urban upper-middle-class youth.

TSResearch Methodology

Research Design: Exploratory

• Target Customers: A|X shoppers at DLF Promenade Mall, New Delhi
• Types of Questions: Non-disguised, close-ended, and open-ended questions were used to measure brand awareness, brand preferences, attitudes towards the brand, and the omnichannel aspect of the brand.
• Primary Data: Collected through an online survey of A|X shoppers.
• Secondary Data: Collected from existing studies and journals.
• Sample Size: 200 shoppers of A|X Promenade Mall.
• Sample Selection Procedure: Non-probabilistic and convenience sampling method.
• Time Frame: Three months (January - March).
• Data Analysis: Quantitative analysis of the data collected was done using Microsoft Excel.

Results

Demographics and Shopping Preferences

• Respondents: 74% female, majority aged between 21-30 years, most are working professionals with an annual income of over 12 lakhs.
• Key Reasons for Purchase: Brand value, product design, and quality.
• Shopping Behavior: No strong preference between shopping during sales or fresh arrivals; most receive updates via social media, primarily Instagram, followed by Facebook.
• Customer Ratings (Scale of 1 to 5):
  • Helpful staff: 4.2
  • Easy and efficient return/exchange policy: 4.3
  • Visually appealing store: 4.5
  • Easy product location: 4.1
  • Satisfied with product offerings: 4.4
• Brand Image and Quality: Important factors in purchasing decisions.

Consumer Feedback and Suggestions

• Product Range: 76% feel the brand should expand its collection for women.
• Competitive Brands: Calvin Klein, Gap, and Tommy Hilfiger are perceived as the main competitors.

Conclusion

Armani Exchange has successfully leveraged social media to keep customers informed about sales, discounts, and new arrivals. However, to further enhance customer satisfaction, the brand should consider expanding its collection for women, as suggested by the majority of respondents, who are female. The brand value remains a significant reason for purchases, highlighting the importance of maintaining high-quality products and a strong brand image.