Ad Campaign Review: Armani Exchange Summer 2011

  

It's all about the pool parties at Armani Exchange. This is what for my taste should be called great advertising for a fashion brand and reminds me of the late 90's type of ads. Freshness, colors and brightness.

The line for young people from Italian designer Giorgio Armani seems to be getting a lot of thinking heads behind. Armani Exchange is reopening stores with a brand new look and more affordable prices. Seems to be that the new direction is to enter the realm of cheap fast selling brands such as H&M, American Eagle, Urban Outfitters and Forever 21Women and Men. I can almost predict a big success in the selling of the clothes and the reopening of the stores. If people at Armani Exchange are wise they will forget about putting the A/X logo everywhere and just stick to what young kids are looking for and that is the cut and the fitting of the clothes with cool designs. Seems that it will be an easy game for this brand to achieve success in the following months. Right now there aren't a lot of options in the US that might come close to what Urban Outfitters sells or in another sense of saying "a more European way".  At least on what I can say that stands out is that DJ Tiësto has been really close to the line since a few years back and he is still doing playlists for the website and the stores. The music is not that annoying from competitors as Abercrombie & Fitch which seems to be really 80's mix oriented and not to audible for people.